Bridgestone launches “overhauled” POS materials
Bridgestone has announced an overhaul of its consumer focused point of sale material. The action comes following an “extensive review of all collateral”, Bridgestone said. The manufacturer has also formed an independent focus group of drivers, who Bridgestone says have “helped shape the new look and feel as well as content”. The new product posters and leaflets are designed to “position the product with the relevant audience” instantly, with “a plain English explanation of what the main features of the product are, closing with bullet points summarising the main benefits,” Bridgestone states
Dan Woodward, trade marketing executive for Bridgestone UK, said why the company had found consultation with the focus group particularly useful: “The independent research confirmed a number of things to us. UK consumers were uncomfortable with the current information available from a number of tyre manufacturers. They felt the language was either too technical or vague and lacked any real meaning. What the consumers really wanted was clear and simple product information which would assist them in selecting the best product for their needs.”
Product details are displayed in a single page, referencing the main advantages of each tyre design and the purposes for which each tyre is manufactured. As a result, customers are able to understand and focus upon the specific product benefit they are looking for.
“Selecting the best Bridgestone tyre for a consumer’s needs is now much easier, from the daily commuter interested in fuel efficiency to the high performance driver looking for the ultimate in performance and durability,” added Woodward.