Optronics rolls out distributor merchandising support program

Truck Parts and Service Staff

February 16, 2017

Optronics International has formally announced the introduction of a new merchandising and in-store sales support program that it first revealed to distributors last month at Heavy Duty Aftermarket Week (HDAW).

The program includes new packaging, retail displays, signage, posters, collateral literature and videos.

“Our new merchandising and in-store sales support program can take a distributor’s showroom to a whole new level by employing more sophisticated point-of-sale marketing techniques,” says Brett Johnson, president and CEO at Optronics. “With our program, distributors benefit from having Optronics become their merchandising consultant for vehicle lighting.”

Optronics used one-on-one meetings at HDAW to present distributors with new, innovative, state-of-the-art options for in-store sales and merchandising that rival those being employed in the advanced retail automotive industry. Pilot programs at some select distributors have been credited with increasing sales of Optronics lighting by almost 10 percent, the company says.

Optronics says it is offering distributors one of the widest arrays of merchandising tools in the heavy-duty industry. In addition to traditional merchandising tools, Optronics also is supporting distributors with custom display services that meet the needs of specific organizations within specific geographies and markets.

“Optronics offers us merchandising and in-store sales support that is both flexible and effective,” says Chris Craddock, vice president of sales and marketing for WheelTime Network, LLC. “Optronics is an enthusiastic lighting supplier that knows what works in lighting sales and knows how to deliver that to its channel partners.”

Optronics says its new packaging is smart and attention getting. Standard bulk and polybag packaging all feature color-coded graphics and UPC designations for convenience. Many LED lamp packages also include inviting “try me” packaging that beckons customers to interact with the product in a way that is both intimate and visually arresting, the company says.

Additionally, retail displays offer flexibility and enable distributors to put lighting products where the action is. Floor displays and bin boxes are large, sturdy and attention getting, and Optronics says counter displays make ample quantities of specialty lighting products available for impulse purchases.


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Signage options are many and varied. Optronics says it will offer a wide selection of gondola headers, endcap headers, aisle intruders, shelf talkers, product tags and vinyl banners. Available posters explain federal lighting requirements for trucks and trailers, as well as school bus and recreational vehicles.

The company’s new self-contained lighting displays can sit on counters and can be mounted on walls to attract optimal visual attention. The displays feature lit products mounted in smooth stainless steel housings. The company says a variety of static cling, vinyl decals, counter mats and collateral material are also available.

Optronics is breaking new ground with the production of product videos, too. Optronics says the videos can be played on the flat-panel screens that are becoming increasingly prevalent behind the counter and within the showroom environment.

“Video is a sophisticated medium that many of our more forward thinking distributors have been embracing in recent years,” Johnson says. “Optronics has built a library of product and promotional videos that have been specifically developed for such applications.”

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