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BTT Reinforces Branding at the Point of Purchase For Bacardi Martini
Revolves specified by RDC Foley Cooke Design and built into large column point of purchase units by shopfitters Nason Foster are helping Bacardi Martini brand their white spirit products and position them as market leaders at international airport terminals across Europe.
The aim for Foley Cooke Design, who designed the columns, was to make them stand out from the surrounding displays in the airports' duty-free retail areas and create a distinctive focal point for the brands. Two rotating elements were designed in, the first a back-illuminated revolving sign at the column head and the second a unit to rotate the bottle stand and draw attention to the taster bar, which was an integral part of the column.
Michael Foley explains, "The primary objective was a commercial one: to create a selling space for Bacardi Martini brands that would stimulate interest in their brands and make a difference in a highly competitive marketplace. Having the Bacardi logo revolving at the head means it is visible from all angles: the movement catches the eye, creating the desired focal point. By making the bottle stand rotate as well has encouraged customer interaction with the taster bar - the movement, and the bright, vibrant lighting creates a welcoming atmosphere and has given customers the confidence and desire to approach the unit.
"At the same time we had to consider the long-term viability of the units; they are driven 24 hours a day, 365 days a year, so we needed dependable, reliable revolves that required little maintenance. With the first unit we installed a year ago, at Gatwick South, still going strong, British Turntable has shown us that Nason Foster has chosen a supplier wisely."
The revolves chosen for the Bacardi units included two specially built electrically powered annular sign display rotates, to allow the revolving sign to be built around an existing static centre column structure, together with B205s turntables from British Turntable's comprehensive range of display movement, which now incorporates more than 100 standard movement products. This range includes simple rotary and rocker units and small battery-powered revolves, ideal where it is difficult to supply mains power, to larger mains-operated units that can be used on their own or with others to create more complex integrated combinations. Because of their reliability, smooth operation and their ability to create cost-effective eye-catching displays, they are used all over the world, not just in the retail environment but also in the heritage and leisure sector and for exhibitions.
Research carried out in the retail sector has shown that movement at the point of purchase can increase sales by more than 30% (source: Point of Purchase Advertising International).
Further information can be obtained from Phil Childs, tel: +44 (0)1204 525626, fax +44 (0)1204 382407, e-mail info@turntable.co.uk