Take polePOSition with OSRAM

OSRAM introduces a new display concept for automotive lamps

OSRAM’s polePOSition concept for automotive lighting at the POS makes quite an impression with its new pack designs and innovative display system. Its consumer-friendly design and clear layout plus communicative icons provide information quickly and help boost retail sales. The new design also underlines the high quality of OSRAM’s range.

OSRAM has subjected its new POS concept to thorough testing in extensive market research. In developing new materials it included findings about consumer search and buying behaviour related to automotive lighting. The aim here was to optimise the search process and increase the focus on added value products, which can be presented even more attractively by providing clearly laid out information.

The new packaging – now also available in double blister packs

The new pack design attracts attention from afar and provides the most important information clearly and unmistakably. The benefit of each lamp is clearly emphasised, which consumers can identify straightaway. ECE, volt and wattage details are highly visible as the major search criteria.

The added value products’ new design differs significantly from the established packaging for standard requirements. The double blister packs available as of now enable dealers to sell even more lamps on the same floor-space. Plus, having two-in-one packs matches the recommendation to “always change lamps in pairs”.

Their attractive design also attracts the attention of motorists and motorcyclists looking for even greater quality and safety to premium products such as NIGHT BREAKER or SILVERSTAR.

OSRAM floor displays and beamer rack

The new floor displays present OSRAM automotive lamps clearly arranged, easily accessible and furnished with consumer-relevant information.

A particular highlight is OSRAM’s new beamer rack which can be incorporated in the shelf space. With the aid of the beamer rack customers can realistically simulate street lighting with various OSRAM halogen automotive lamps. They can compare NIGHT BREAKER and COOL BLUE lamps directly with OSRAM STANDARD lamps. This gives customers a good impression of the differences in light power, light colour and street lighting.

Other elements included in OSRAM’s polePOSition display system include a promotion counter, an LCD poster for short product and image videos at the POS, shelf stoppers with icons and visuals, acrylic displays, strip hangers and an eye-catching wobbler. The display system is flexible and can be individually adapted to the space available. With an application guide for virtually any make of car consumers can easily identify the particular lamp they need and save a lot of time in the process. This also reduces the time and effort dealers have to spend advising customers.

OSRAM is part of the Industry sector of Siemens and one of the two leading lighting manufacturers in the world. Sales for the OSRAM group worldwide in the year ending September 30, 2008 totaled 4.6 billion euros, 88 percent of which came from outside Germany. OSRAM is a high-tech company in the lighting industry. Over 60 percent of sales come from energy-efficient products. This global player employs more than 43,500 people worldwide, supplies customers in some 150 countries and has 46 production facilities in 17 countries.

Source: Siemens.com