Eye-catching displays rolled out across petrol and convenience routes in Australia and Europe

Australian headquartered global design and production company, Creative Instore Solutions (CIS) helped BIC®, one of the most recognisable pocket lighters in the world; achieve over 30% sales increase within 6 months across the petrol and convenience routes in Australia with the roll out of eye-catching point-of-purchase (POP) displays. These display units designed by CIS recently won three Australian POPAI 2011 Awards acknowledging best-in-class POP design, including the coveted semi-permanent display of the year.

Designed using the product’s iconic styling, strong brand identity and bright colours, the units aimed to boost presence instore and drive sales (both impulse and planned purchases). The design is being a success within other regions of the BIC Company. BIC Europe rolled out more than 3,500 units last July in their summertime and has just placed an additional order to take visibility a step further.

Given the low consumer involvement in product purchase process, it was important to capitalise on the highly lucrative front of store locations with visually impactful permanent merchandise units. The modular units were designed to have small footprints and be adaptable to easily fit into busy store front locations.

“Point-of-purchase is an integral part of the marketing mix for us and these units helped deliver not just on sales, but in strong brand positioning within a cluttered retail environment. The familiarity of the design and small footprint helped drive impulse sales that exceeded our initial expectations,” said Juliana Kawakami, Brand manager for BIC lighters.

 “To have been part of designing display units for a brand that has remained iconic since early 1970’s is incredible by itself. To have achieved great returns on investment through increased sales for retailers and subsequently for BIC® is the icing on the cake for CIS,” said Steve Howell, Managing Director, Creative Instore Solutions.    

Australian-owned, Creative Instore Solutions have offices in Sydney, North America and Europe, managing a global network of design and logistics with manufacturing out of their China industrial centre.

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