FOR IMMEDIATE RELEASE
June 9, 2006
Timex Revamps P-O-P Displays with ACRYLITE Shelf Talkers
Timex watches must stand the test of time. So too must the point of purchase displays that showcase them. This idea of durability was core to the new retail shelves launched by Time Factory Watch Outlets, Timex’s discount arm, as part of its innovative marketing initiative. To make best use of its display case space, the watch retailer envisioned clear slot wall shelves with “shelf talkers,” or lips that hang from shelves in which graphic signs with information about the watches can be inserted. The company turned to P-O-P designer APEC Display, Inc. (Clifton, NJ), who specified CYRO Industries’ ACRYLITE® FF acrylic sheet for the job.
Time for a Change
Kurt Rutka, Marketing Specialist for Time Factory Watch Outlets, recognized that the retailer’s previous oval-shaped display shelves, while effective, were not fully utilizing their marketing potential. With past experience in the footwear industry, Rutka was familiar with shelf talkers and the powerful impact they have on product sales by providing pertinent product information and drawing consumer attention.
“The shelf graphics can be easily changed to reflect our current marketing strategies,” notes Rutka. This is especially important for Time Factory Watch Outlets given the wide variety of watches in its inventory, which includes Timex watches and several other brands of fashion watches. This results in a diverse target demographic and the need for changeable signs with varying messaging. “However,” says Rutka, “we expect the display cases to last for years.”
To meet the retailer’s demand for long-lasting shelves, the units needed to withstand the weight of the watches, many of which contain metal parts and can be quite heavy. While Time Factory Watch Outlets did provide sketches of its vision for the displays, the company left it up to the experts at APEC to choose a suitable material and structure. ACRYLITE FF sheet was selected due to its rigidity, allowing it to support the merchandise, and its high-quality look. Given the large role that point-of-purchase marketing plays in closing sales, display appearance must be first-class.
The displays’ clarity also facilitates long-term use by allowing them to aesthetically complement designs of any color or fashion. If a store revamps its look or receives new products for sale, the shelves will not clash and the colorful graphics can be redone to match.
Consistent Appeal
While updating the shelf talkers is quite easy (simply requiring inserting the new signs), fabricating the lips required precision and care. Because the shelves would be placed adjacent to one another on store walls, it was critical that the bend angles remained uniform. “You can count on the quality of ACRYLITE sheet and know that it will be consistent all the way through,” says Joe Ganguzza, President, APEC.
The ability to be flame polished further enhanced the appearance of the ACRYLITE sheet shelves. After acrylic is cut, the edges remain unfinished. Flame polishing eliminates this, leaving a clear, clean edge. “This is where ACRYLITE sheet really shines,” says Ganguzza. “You can cut, glue and flame polish it with minimal imperfection.”
In Stores Now
After the acrylic was bent and glued to the slot wall adapter, the next step was outfitting the 24 Time Factory Watch Outlets and Timex Stores with the 2700 marketing-enhanced shelves. Given the large number of units and the geographically dispersed stores from Florida to Las Vegas and upstate New York, this was no easy task. “In the footwear industry, I remember these displays breaking all the time. However, we experienced very minimal breakage,” recalls Rutka, thanks to the material’s durability and APEC’s careful packing.
Now in stores, the displays have not experienced any erosion of quality, despite frequent handling and exposure. Easily cleaned, the shelves emit no visible markups and scratching is not an issue.
“There has been an amazing response to the new shelves,” states Rutka. “Customers love having the product information at their fingertips, and we love how the signs support our brands. The enhanced presentation has had a huge impact on overall sales.”
For information on ACRYLITE® FF acrylic sheet and other acrylic products, contact CYRO Industries, 100 Enterprise Drive, Rockaway, NJ 07866; Tel: 800-631-5384; Fax: 973-442-6117; Website: www.cyro.com.
For information on acrylic store displays, contact APEC Display, Inc., 791 Paulison Ave., Clifton, NJ 07011; Tel: 973-458-9400; Fax: 973-815-1314; Website: www.apecdisplay.com; Email: joeg@apecdisplay.com.
For information on Time Factory Watch Outlets and Timex Stores, contact Kurt Rutka at 555 Christian Road, Middlebury, CT 06762; Tel: (203) 346-4378; Fax: (203) 346-7247; Website: www.timefactory.com or www.timexstores.com.
About CYRO
CYRO Industries is a wholly owned subsidiary of Degussa Corp. Headquartered in Rockaway, NJ, CYRO is North America’s largest acrylic sheet manufacturer and a leading producer of acrylic polymer products and MMA. As the innovative suppliers of specialty acrylic solutions to existing and emerging markets, CYRO and Degussa offer broad technological and global resources to respond to market demands. CYRO offers on-line technical support 24/7, through the TechKnowlogy Center at www.cyro.com.
Degussa: Creating Essentials
Degussa is the global market leader in specialty chemicals. Our innovative products and system solutions make an indispensable contribution to our customers’ success, which we sum up by our claim "creating essentials." In fiscal 2004 Degussa’s 45,000 employees worldwide generated sales of 15.3 billion dollars and operating profits (EBIT) of 1.3 billion dollars.
About APEC Display, Inc.
APEC Display, Inc. is one of the nation's preeminent manufacturers of acrylic store fixtures and displays. For well over two decades, we have supplied and serviced a wide range of retailers and point of purchase users. Within our 70,000 square foot facility you'll find a professional work force, and a wide array of state of the art equipment. APEC has the capacity to engineer and produce all manner of acrylic and wood fixtures. All work, from cutting and machining to screen-printing, assembly and distribution, is done in-house. APEC also imports custom metal displays and store fixtures.
About Time Factory Watch Outlets
Time Factory Watch Outlet stores are located in some of the best outlet malls across the country. These stores carry Timex brand watches, timepieces, bands and clocks and other designer name brands, and always have great deals and an excellent selection.
CYRO Industries/Degussa
100 Enterprise Drive
Rockaway, NJ 07866
Phone: 800-631-5384
E-Mail: gail.wood@degussa.com
Website URL: www.cyro.com
