According to Brian Walker, vice president of sales and marketing, store-in-store concepts have proven successful in a number of retail cate-gories, from computers to apparel. “By prominently featuring the Lennox brand name and familiar ‘Dave Lennox’ icon, this center creates an exciting focal point that capitalizes on the added value of the Lennox name,” he said.
Display materials include Dave Lennox cutouts, signage, posters, and window clings. The modular display can be configured to fit in the middle of a store, along a wall, or in a corner. Retailers can choose traditional, country, or contemporary colors.
Retailers who participate in the program will receive dealer and consumer finance programs, co-op advertising allowances and creative materials that include television and radio commercials, newspaper ad slicks, and direct mail pieces. Lennox is backing up the program with national advertising and dealer locators via its toll-free hotline and website.
Publication date: 04/15/2001