The new Amana point-of-purchase materials not only stop traffic, they appeal to consumers in a fresh, exciting way.
The materials, which will appear in retail stores in the coming months, combine sleek, contemporary design and straight-to-the benefit selling points. Strong outside visuals encourage shoppers to open the appliance and take a closer look, while snappy phrases grab their attention. Some examples:
* Faster than the drive-thru. Super capacity Amana Radarange® microwaves cook a family dinner or frozen entrée for one in a flash.
* Don’t sweat it. The Amana Handwash cycle is extra gentle – makes washing your favorite sweater worry-free.
* There’s enough on your plate. We’ll wash the dishes.
Many of the new materials allow consumers to see inside the appliance before they open it. In case studies, shoppers were intrigued by the new signs. Once the materials’ design and key words attracted them to the appliance, they took the time to read the POP material in detail before deciding if the product was right for them.
POP is an important information source as well as a fundamental method of comparing products,” said Janel Dufek, Amana brand manager. These materials stand out among competition on the showroom floor and highlight less-than-obvious features of the appliance.
The launch of the new point-of-purchase materials is part of Amana’s re-positioning efforts, which began last May with a national print campaign and continues this year with a retail advertising program. Amana also is working on several exciting public relations initiatives with British cooking sensation Jamie Oliver, known around the world as The Naked Chef.
Amana’s new POP is designed to attract consumers who want stylish appliances that contain practical convenience features.
Amana’s appliances are about making life easier, said Dufek. Our core consumer wants it all – well-designed, good-looking, affordable appliances that have practical features such as a large Chef’s Pantry™ with a self-opening lid. These are the selling points highlighted in the new POP.
Consumer feedback has indicated that the new designs are clean, classy and attractive. They are also viewed as straight-forward, easy-to-read and realistic.
The new materials make it easy for dealers to sell Amana appliances to our target customers, Dufek said. This takes out the guess-work in attracting customers and stimulating sales.
Since POP for appliances cannot be one-size-fits-all across product categories, the materials are available in different shapes and sizes for each product. Retailers interested in displaying the new POP materials should contact an Amana district manager.
