Integrated Security Display

Client

Canon Australia and New Zealand

Retailer

Ted’s Camera House

Objective

In the face of increased competition in the Consumer Electronics category, Canon wanted to trial some initiatives through the more specialized ‘Photo Specialty’ channel, represented by Ted’s Camera stores. They wanted to develop a point of purchase solution which led to improved results in:

  • Canon Brand & Product Visibility
  • The ‘Canon Experience’ for end-users
  • Sales Conversion Rates

Strategy

  • Showcase key Hero products
  • High-impact Canon off-location solution & permanent footprint
  • Visibility of Canon imaging products and new line launches
  • Direct product access for consumers
  • Functionality demonstration with live cameras
  • Education of features and benefits versus competition
  • Speed to market and ‘first on show’

Solution

“Ted’s Play Tables”, which include:

  • Premium design finishes, including 2 pac gloss, to support brand positioning
  • Permanent display – Canon ‘owns’ this valuable floor space in key in-store positions
  • Ability of each table to display full range of eight cameras, whether compact, digital video, DSLR and related lenses
  • Integrated Vitag security system for each camera, which also allows battery recharge in-situ
  • Prominent display of Canon’s ‘segmentation’ and ‘navigational’ information panels
  • Supports Ted’s value proposition of the ‘hands on’ camera retailer

Results

  • Camera Sales Revenue increases: DSC = 9%, DSLR = 21%, DV = 50%