Rayher (DE)
Displays – the path to the start of production
There's no second chance when it comes to making first impressions.
This is because many shoppers make purchase decisions in seconds directly at the point of sale*. Goods therefore need sales-promoting displays with stimulating design and appeal, just like the new Rayher shop system. Wanzl has developed an innovative display system for the market leader in the European hobby/arts and crafts sector for the eye-catching presentation of the 'Deco-Art' colours for painting. The modular display, with nine adjustable attachable shelves and flexible plug-in elements, provides maximum space for goods presentation on a small sales floor space – an important criterion for the often small specialist shops in the hobby/arts and crafts sector.
During the first intensive meetings, Wanzl ascertained the precise requirements of the customer.
The desire for a distinctive shop system quickly emerged: a lot of products, attractively presented on a small floor space, above all free-standing solutions with flexible modification possibilities, integrable into Tego systems as well as into existing shelves, adjustable and convertible for perforated metal grates with blister packaging and a visually distinctive design. Wanzl implemented these requests in the subsequent development phase: freehand sketches as well as six prototype shelves were presented after four weeks. The development process also included a detailed check and test procedure as regards the stability of the shelves on an in-house test bench under adverse loading conditions, as well as a visual inspection and an expert opinion test. The product was not presented to the customer until after approval from the inspectors: Rayher immediately started the practical test and presented the shop system at in-house trade fairs of foreign importers, consulted its sales staff and presented the new display at trade fairs. The response was convincing: after a new jointly developed solution for the topic of signage and the creation of additional storage areas, the Rayher shop system began series production.
*Point of Purchase Advertising International (POPAI) & Gruppe Nymphenburg, 2007
Rayher Hobby
The company is one of today's leading suppliers of the hobbies and crafts sector. The location in Laupheim, Baden-Württemberg, supplies over 7,000 specialist crafts retailers across Europe with Rayher hobby products.
Practical experience
The Rayher specialist retail store “Hobbykunst” (amateur art) in Ulm has been providing the "Deco-Art" range of colours over six metres in the Rayher shop system for a year.
How well is the shop system received by customers?
The response has been extremely positive as the goods are clearly presented. The shop system itself illustrates the range of goods through the clear structure and well laid out arrangement of goods as well as through the attractive design which catches your eye from a distance. We are experiencing a clear increase in turnover in all cases.
How would you rate handling the shop system?
The individual levels are extendible and are loaded from the rear. This is easy and quick. Alterations, such as for loading seasonal goods, can also be easily carried out to the shop system.
Flexibility: the basic fixture can be used for against-the-wall or mid-floor presentation and is available in two different heights thanks to the plug-in design. It can be assembled and dismantled without tools.
