New merchandising initiative

Finnforest's digital video brings timber products to life

Published: 15/03/2010 00:00

Merchants across the country are benefiting from a new merchandising initiative provided by Finnforest. Compact digital video screens have been installed on some 100 merchant sales counters across the country in an effort to promote a range of timber products from PSEs and panels to decking and log cabins.

 



The portable units stand approximately ten inches high and each has a removable fascia, which is themed according to the products on screen. Merchants are able to draw upon a series of videos that are stored on a small memory card and can be changed at the click of a button, helping to instantly draw awareness to a particular product category.

Andy Sawers, Lead Product Manager of Timber for Wolseley, is impressed with the level of interest that the point of sale unit has created, commenting, “Build Center and our specialist timber merchant, Timber Center, have both found the digital screens extremely effective in generating product interest, especially Finnforest’s new decking range. As such, we anticipate an increase in enquiries and ultimately, sales revenue.”

Similarly, independent timber merchants, such as Alsford Timber, are noticing the benefits that the new digital merchandising tool can bring. Rick Paget, Commercial Director, commented, “The digital screens from Finnforest have proved helpful in promoting timber products and have been a useful tool on the trade counter, increasing requests for prices and sales literature.”

David Frith, Branch Manager of ST Group, is also pleased with the newly generated interest brought about by the digital screens. He said, “The screens are an innovative idea - the product content can be changed from decking and cabins to PSE and panels at the click of a button. They have proven to be invaluable in promoting our timber range with a number of tradesmen making them a talking point when they come to the sales counter.”

Following its successful initial roll-out in the latter half of last year, Finnforest is continuing to offer its digital point of sale screens throughout 2010 to merchants looking to maximise their sales by generating timber product interest.

Marcus Sanders, UK Marketing Manager for Finnforest, commented, “Since their launch last year, feedback has been extremely positive and we’re planning to dramatically increase the number of units in circulation. This new initiative aims to bring timber product imagery to life, inspire customers and ultimately drive timber sales. Merchants are able to draw upon this additional service to support their timber sales efforts on site.”