Article Number : 2562 |
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| Date | 10/3/2007 11:55:08 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2562 |
| Abstract | Raleigh, NC— Well-known for its broad selection of authentic-looking laminate decors, Pergo has nevertheless adopted a new, more "narrow" focus at retail... |
| Article | Raleigh, NC— Well-known for its broad selection of authentic-looking laminate decors, Pergo has nevertheless adopted a new, more "narrow" focus at retail. In order to help independent retailers more effectively sell the brand’s narrow width plank format products, Pergo has developed a promotional merchandising system designed to showcase the ultra-realistic look of best-selling collections Select Traditional Strip, Vintage Home Traditional Strip and World Traveler. "It's difficult for shoppers to fully appreciate the realistic look of our narrow width products without viewing multiple planks together," said David Small, director of marketing for Pergo. "This challenge inspired us to develop our innovative new merchandising approach. We wanted to create a system that would encourage and allow for interaction between customers on the showroom floor and our narrow width product lines – especially as consumer demand continues to grow for these collections." The new promotional unit features three sides and stands on a 30-inch base that spins freely for easy accessibility to the décor samples that are showcased in a large vertical area. This design was chosen for its ability to engage shoppers and to highlight the individual features and design choices available in each narrow width collection. “The primary goal of this display is to help retailers more easily and effectively convey the key product benefits of each of the three narrow width sub-brands to consumers,” said Small. “And, by inviting shoppers to personally interact with the flooring, they can experience first-hand the performance benefits of Pergo’s exclusive technologies like LusterGard Plus™ and AccuWood™ Textures.” While the focus of the narrow width display is very much on actual product, it also includes inspirational room scene photography and brief textual introductions to each of the collections. These short summaries of important features and benefits allow consumers to contrast and compare Select Traditional Strip, Vintage Home Traditional Strip and World Traveler before making their purchases. Pergo’s furry new brand ambassador – a Great Dane puppy of the same name – also makes his presence known on the new merchandising display. The 110-pound bundle of energy and playfulness, who just debuted in Pergo’s new consumer and trade advertising, underscores the durability and livability of Pergo flooring. His family-oriented and fun nature also helps to create an emotional connection between Pergo product and shoppers at retail. Pergo’s new narrow width merchandising system recently rolled-out to 300 key accounts nationwide. For more information, visit www.pergo.com or call 1-800-33-PERGO (1-800-337-3746). |