Vogel’s has just unveiled its new brand strategy that aims to create greater consumer engagement with the company’s products transforming them from a low interest to a high interest category. The new strategy, Expanding Experiences, has been based on extensive market research into consumer buying behaviour carried out by the manufacturer in 2011.
It showed that buying wall mounts is perceived by consumers as a complex process. Most purchase planning is done before shoppers enter the store, and the majority of them (65%) conduct Internet research beforehand. However until they come into the store they are not sure which product to select, that’s why in-store interaction with the product and product demonstration is key. In fact, 90% of decisions to buy are made in the store. Independents who command 14% of TV sales volume secure only 9% of brackets sales. In contrast, mass merchants who account for 46% of TV sales, sell 68% of all wall mounts (sales volume).
Nigel Catlow, business group director at GfK, demonstrated that this sector represents significant sales potential, as TV mounts are rapidly increasing their share of all TV furniture sales; having grown from 47% to 55% of sales volume during the period July 2010 to July 2011. The key drivers here are the fast growing demand for LED TVs (stimulated by the new energy label) and expanding sales of Freeview HDTV, internet television and jumbo TV panels (42in plus).
However, to take advantage of these opportunities independents have to improve their attachment ratio of wall brackets, argued James Attfield, Vogel’s UK manager, presenting the new brand strategy. Currently, indies’ attachment ratio is only 13% while that of mass merchants is 30%.
To help them achieve this, Vogel’s has optimised its retail support programme with a self-selling concept, which includes a new range of packaging, self-guiding display materials and well structured planograms.
Simultaneously, Vogel’s has simplified its wall mount portfolio. All new Vogel’s products will be marketed under the new Vogel’s identity, while the company’s product types will be categorised by the words WALL or THIN.
The company is introducing four new models of THIN mounts (THIN 205, THIN 215, THIN 225 and THIN 245) for 26 to 42in ultra thin TV panels, as well as adding the new THIN 325 model for 32 to 55in TVs, which can turn up to 120 degrees. The quality of the Vogel’s THIN series was recently endorsed by the Red Dot award given for the THIN 345 model.
Vogel’s WALL products are now available for the full spectrum of screen sizes and functionalities. New models now offer TURN functionality of 120 or 180 degrees for screen sizes of up to 42-55in.
Vogel’s has also launched a new website that presents the company’s products in a simpler way, allowing consumers to find more easily the right solution for mounting their TV on a wall in different rooms of the house. Vogel’s will also implement QR (Quick Response) codes on its packaging and marketing materials which will link customers directly to a website, installation or YouTube films.