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Rayfix of Pantin, France, has been manufacturing fixing products for the last six years and has now added an interactive solution to its communication concept
Upon entering the marketplace Rayfix presented fixing products for plasterboard which require no drilling of holes. The way this system works is presented in around 20 video films that are distributed at the point of sale. In 1997 Rayfix introduced a heavy-duty steel plug called Twist, which is suitable for use with all materials.
Rayfix is convinced that the consumer entering a DIY store is looking for a solution to a problem rather than a definite product. This is the reason behind last year’s development of a POS communication concept, based to a great extent on the following principles:
Division into type of material and application, if clearly recognisable, as for example putting up a curtain rod. The products are colour-coded, a means of identification which is systematically repeated in all the different modes of communication: in the POS video, in information and advertising at the POS and on packaging as well.
This communication concept has now been expanded by an interactive solution provided by a CD-I. The customer simply specifies his needs and in about three minutes is offered a solution, a demonstration of the product and finally a photo of the product in use, which he then only needs to identify on the packaging as he looks along the shelves.
Rayfix is convinced that the consumer entering a DIY store is looking for a solution to a problem rather than a definite product. This is the reason behind last year’s development of a POS communication concept, based to a great extent on the following principles:
Division into type of material and application, if clearly recognisable, as for example putting up a curtain rod. The products are colour-coded, a means of identification which is systematically repeated in all the different modes of communication: in the POS video, in information and advertising at the POS and on packaging as well.
This communication concept has now been expanded by an interactive solution provided by a CD-I. The customer simply specifies his needs and in about three minutes is offered a solution, a demonstration of the product and finally a photo of the product in use, which he then only needs to identify on the packaging as he looks along the shelves.
