Concept Designs

CHALLENGE

Blackburn Design, the bicycle accessory branch of Bell Sports, has added to its point of purchase offerings with a new display to present its line of lights and cycling computers. There was a long list of requirements for the display. It had to have a small footprint to fit within the often crowded environment of the independent bicycle dealers who make up the majority of Blackburn's retail channel. It had to accommodate both handle bar mounted head lamps and seat post mounted tail lights. It needed to be easily adaptable to cycling computers that mount to handle bars. The light component had to accommodate two head lights and two tail lights. In the computer configuration, the display needed to present up to six computers. The display needed to provide flexibility in the products being displayed and present product information that could be easily updated as the product mix changed. Blackburn branding, and its signature tubular shape had to be prominent. The displays needed to function on slat wall, on a countertop, or in a display case.

MARKET RESULTS

The initial order of displays were rolled out to bicycle retailers in the US and Europe. It included both the Light display configuration and the Computer configuration. The displays provide Blackburn and its retailers with a durable, functional, adaptable, and flexible display solution that serves the current product mix and will easily accept changes to the product line as it evolves.

CHALLENGE

• Provide a selection guide to allow customers to learn the differences between various types of bicycle pumps.
• Present a strong branding statement.
• Introduce the new Blackburn logo and icon.
• Accommodate interchangeable graphics that can be updated as the product line changes.
• Allow for mounting to slat wall, slat grid, or grid wall.

MARKET RESULTS

These signs help Blackburn educate retailers and customers alike. As it introduced its new logo and branding approach, the signs were instrumental in strengthening Blackburn's retail presence. Sales of Blackburn pumps have increased dramatically. New displays were developed with a similar look and feel for other products.

CHALLENGE

• Create a Blackburn-branded sign for Bell Sports' retailers. The sign should be a display for retailers to designate retail space for Bell's line of Blackburn bicycle accessories, or used as a stand-alone branding tool.
• Give retailers flexibility in determining the amount of retail space necessary for the needs of their individual stores.
• Create a designated branding tool to be used in conjunction with existing displays and products.

MARKET RESULTS 

Providing a sign helps Bell’s retailers merchandise Blackburn products, custom to their individual needs based on SKU quantities and availabilities. Each retailer is given the freedom and flexibility to determine how much space is needed to display the Blackburn products, without being permanently committed to valuable retail real estate.