The merchandising displays are being rolled out in a variety of retails environments, including golf clubs’ pro shops, Adidas’ corporate stores and Golf Town locations.
Ready for rollout
SLD also worked with Adidas to ensure consistency was maintained across various shelf units, as they would be installed in a variety of retail environments, ranging from corporate Adidas stores to Golf Town locations where many competing brands are represented. With this in mind, the fixtures feature recognizable but ‘neutral’ Adidas merchandising elements, leaving the task of standing out to the interactive digital signage.
“They’re also not campaign-specific,” says Terenzio. “They can be adapted and updated with new products and can conform to different store space restrictions. They can be used for both temporary and permanent merchandising.”
The initial phase of the rollout spanned eight locations across Canada: University Golf Club in Vancouver, Golf Town stores in Calgary and Burlington, Ont., Glen Abbey Golf Club’s TaylorMade Performance Lab in Oakville, Ont., Islington Golf Club in Toronto and Adidas’ own corporate store in Woodbridge, Ont., performance store in Toronto and outlet store in Ottawa.
“There was a short turnaround on this project, to aggressively target the 2015 golf season as soon as the weather got nice,” Terenzio explains. “With this strategic, smaller-scale rollout to start, Adidas will be able to compare sales lift against other stores. So far, they’re getting an extremely positive reaction and lots of traction. In some cases, the store staff has embraced them as a sales tool. This is increasing exposure for Adidas’ other, non-golf brands, which could use a similar strategy in the future.”
With files from SLD. For more information, visit www.sld.com.
