Monday, 25 February 2013


International lock group ASSA ABLOY is locked on to generating strong in-store sales for its global consumer brand Yale® following the launch of a new interactive retail display to promote its innovative Yale Doorman DDL (Digital Door Lock) range.

The brand’s latest in-store initiative has been created in partnership with Newmarket-based point-of-purchase display specialist arken P-O-P International as part of a brand-led shopper engagement strategy.
 Designed exclusively for the Scandinavian markets of Sweden, Norway and Denmark, the fully functioning demo display features a ‘live’ door handle locking unit that allows DIY shoppers to engage and interact with the latest technology that’s been incorporated into the ‘worlds favourite lock’.

A total of three retail display variations have been created. Based around the same design, each has been designed to suit specific store environments whilst delivering a consistent shopper experience across counter top displays, shelf displays and freestanding units.

The business hopes that the new Doorman DDL displays will unlock more valuable connections between the brand and DIY shoppers and encourage those searching for the latest in door opening technology to make purchases in-store.

Bringing market-leading product innovation to life in-store is a priority for the brand. Yale aims to make sure the brand has strong presence in-store spaces where its target audience spend a large amount of their time and that the discovery and purchase process is easy to understand for their shoppers,” said Vicki Cox - Key Account Manager, arken.

Designed to create greater in-store awareness for the Yale® Brand, the freestanding units also include a digital screen – playing a short film to further aid shopper education. Display graphics have been kept simple and strong, promoting messages about the Doorman DDL’s unique point of difference, whilst the retail displays also provide shoppers with a simple guide on how to use the product.

Initially piloted in Swedish stores, with a 51-unit rollout, a total of 263 displays have now been manufactured by arken P-O-P International for distribution across Sweden, Norway and Denmark.