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Eagle Creek Zeros In On New In-store Merchandising Program Designed To Fuel Higher Retailer Inventory Turns
March 18, 2005
Travel gear maker Eagle Creek has revamped and introduced to more than 600 travel and specialty retailers throughout North America a new and inventive in-store merchandising program fully supported by in-store, consumer marketing initiatives designed to deliver consistent branding and to make the traveler's gear and accessory shopping experience easier.
Evolving from more than 20 years of developing in-store merchandising solutions, Eagle Creek's new imagery, signage, visual displays and fixtures combine to create shopping "stations." With more effective visual displays conveying the Eagle Creek brand image, its display systems are interchangeable with all Eagle Creek product collections (luggage, adventure travel gear, comfort, security and accessories) and provide retailers with more flexible, productive and space-saving on-floor and point-of-purchase options. Its fully updated product packaging also is integrated into the new displays, helping to creating a more complete, consistent, and attractive sell story.
"We're investing in the reality that most consumer buying decisions are made at point of purchase," said 25-year Eagle Creek veteran Connie McDonald, who was instrumental in the research and launch of the program and whose leadership recently landed Eagle Creek a coveted award for winning trade booth designs. "In addition to cleaner and more sophisticated imagery, the practical benefits of the displays are hard to overlook. They're easy to set up, hold more product and are less expensive to ship."
In the launching its new merchandising strategy, Eagle Creek expects the new merchandising program to contribute to increased floor space at travel retailers and more productive sales that lead to greater market share. By increasing its presence at retail, Eagle Creek is banking on consumers gaining a more complete look at the increasingly innovative Eagle Creek collections, stimulating trial and increased loyalty.
"We believe we've struck the right chord as our retailers have lined up to take advantage of these turnkey merchandising and marketing programs," said Adam Ziegelman, Eagle Creek marketing director. "Our top priorities continue to center on delivering consistent brand messaging, better serving our existing customers while attracting new customers and to simplify the operational process for our retail partners."
Eagle Creek is also in the midst of, preparing and/or delivering three retail promotions in 2006 aimed at raising consumer awareness and stimulating consumer trial of the 30-year-old brand's travel offerings.
Two marketing initiatives running concurrent with the new merchandising program are entering their third year. One presently underway includes Eagle Creek's Pack-It™ System rebate program, which has become increasingly popular with both retailers and consumers. It will be joined on June 1, 2006, by the consumer-oriented Eagle Creek Adventures in Ecuador Sweepstakes, which is to be carried in more than 1,000 stores in the U.S.
Its rebate and sweepstakes programs are to be followed in October with a return of its wheeled luggage return program which has gained increasing support from retailers and consumers nationwide. Eagle Creek's luggage return program benefits more than 100 homeless and women's shelters in North America.
Merchandising kits and promotional assets for the new merchandising program, as well as each of the marketing programs, are available at Eagle Creek's support site for dealers: http://support.eaglecreek.com. Participating retailers nationwide will have access to a range of promotional merchandising kits including such items as display advertising, posters, rack inserts, entry forms and boxes, to drive consumer interest in the three new promotions.
Eagle Creek is a maker of adventure travel gear, luggage, travel accessories and packing solutions for active, adventurous souls. Founded in 1975, California-based Eagle Creek, Inc., invented the adventure travel gear category, introduced the industry's first convertible backpack on wheels, and is revolutionizing the way travelers pack with its Pack-It™ Folders, Cubes, Sacs and Toiletry Kits.
ABOUT EAGLE CREEK
Eagle Creek is a leading travel outfitter, providing smart, innovative and durable luggage, travel bags and accessories. Founded in 1975, California-based Eagle Creek invented the adventure travel gear category, introduced the industry’s first convertible backpack on wheels, established the first complete travel solution system and is revolutionizing the way travelers pack with its Pack-It™ Folders, Cubes, Sacs and Toiletry Kits. Visit eaglecreek.com for more information.
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