Sharing knowledge and a mutual interest in getting the most out of the category
are the drivers of increased profit. The available full 360° set of tools can help the
execution. In this chapter you’ll find some Global Brand architecture work as well as
clever local best practices.
I
Brand book
II
Livery
III
Assortment
V
Online com-
munication
IV
Winning
instore
Second
Placement
Shelf-
naviation
The Story about... The smart start to great finishes.
This Brand book is the Global AkzoNobel Decorative Paints description and
explanation of the aligned Brand Positioning.
This book has been created to introduce you to our brand story and positioning,
which clarifies how we make ourselves relevant to our consumers and how we
build differentiation versus our competitors. This Brand book is meant to serve
you as a guide.
We offer a total Pre-Deco specialist assortment, we have a solution for every specific problem. Consumers
don’t have to go for the default Multi Purpose products, resulting in a moderate end-result, because we can
sell them a better fitting solution. This is exactly what differentiates us from generic suppliers, own label
producers and pure filler/equalizer focused competitors.
Easy navigation shelf planograms and dressing
Curved header boards
Horizontal POS boards
Goal: enhanced guidance at the shelf, explaining the category hierarchy.
Vertical shelfstop-pers/banners
Goal: sub-segment the assortment in a clear way, add stopping power and attention for the category.
Vertical shelfstop-pers/banners
Goal: sub-segment the assortment in a clear way, add stopping power and attention for the category.
Touchscreen navigation tool
Goal: fine-tuning navigation through the category using the same setup as the website does, it includes ‘how to’ videos.
Second placement tools
Second Placement is the most powerful tool to remind consumers who are in the process of purchasing paint products, not to forget their preparation products. Good execution of second placement will bring:
We recognize several key locations instore at which decision making is influenced. So we've developed specific POS tools like clipstrips to put in the paint corridor or counter displays to be put on top of the tinting counter. In this section you’ll find some best practices of strong activation with all the required information for a successful execution in your market. We have also listed some results from lead markets who already implemented the second placements.
This measurement was made possible by using alternative EAN codes for the products on secondary placements. Please consider doing the same when executing your activation. Good measurement gives the opportunity to steer and report results!
Promotions with paint are the traffic generators for all DIY stores. You’ll find a pallet with paint in the center in the promotions area of any store. This draws maximum attention from every consumer in the market for a paint job. The pallet bridge is a POS tool that litterally bridges this paint, which is not necessarily AkzoNobel branded, pallet promotion to connect pre-deco with paint.
The cheapest way to focus the attention on pre-deco is using clipstrips. These plastic strips can be positioned in the paint corridor or for example in the plaster board area. Fill them with relevant products, using the eurolock, and they will outsell the regular shelf positions of these products.
Normally you can find promotions at the gondola end in all retail stores. These spots draw extra attention from the consumers passing by. The shelf wings are developed to literally wing those promotions. You can populate the shelf wings with Wood filler when, for example, trim paints are displayed at the gondola end.
An eye-catching totem pole with strong branding and many promotional communication possibilities will stand out in the DIY outlet. The so-called totem display is exactly that. It can be located anywhere near the paint aisle, or at other relevant places.
This Oil Drum BBQ Display is a commercial asset for you as well as for the store manager. The mechanism behind it drives the sales in the stores. Because it's only when the amount of product agreed upfront has been sold through the drum that the store manager will receive the matching grill. This will encourage the manager to execute the promotions well.
One of the most common ways to get extra attention for your products is an ‘ordinary’ display. In the pre-deco key markets we find many successful examples. Available in lots of different shapes, sizes and constructions. A relatively cheap but very strong display is the counter top display because it can be located at the tinting counter.
The cardboard tube is an easy and cheap alternative. It is a slim design which fits in every store. It can be located anywhere near the paint aisle, or at other relevant places. It's pretty stable so can be re-filled and used as a (semi-) permanent second placement.
Download here the full specifications of the Second Placement Tools
