CASE STUDY / SHURE / INTERACTIVE AUDIO DISPLAY
An audio demo station designed to engage, secure, convert.
Benchmarc developed a modular interactive retail display for Shure that gives stores a flexible platform for merchandising and demonstrating microphones, headphones and related audio products across different retail environments.
CLIENT
Shure
INDUSTRY
Consumer Electronics + Pro Audio
APPICATION
Interactive Audio Demo Station
DISPLAY TYPE
Audio + Content Creation
THE CHALLENGE
Make a changing audio assortment easier to experience at retail.
At the same time, Shure needed a fixture architecture that could accommodate different assortments, retail footprints and merchandising requirements rather than locking stores into one permanent configuration. Benchmarc's original project specifically addressed global franchise coordination, modularity and value engineering.
Audio products present a different merchandising challenge than products shoppers can evaluate visually. A microphone, headphone or recording product often needs to be seen, understood and experienced before the shopper can confidently compare options.
Support product demonstration
Give shoppers a more direct way to interact with audio products rather than relying solely on packaging and specifications.
Accommodate changing assortments
Create a fixture that can support different microphones, headphones, monitors, graphics and merchandising configurations.
Adapt to different stores
Allow the core display system to work within multiple retail footprints and franchise environments.
Control program complexity
Create repeatable fixture components that help reduce unnecessary redesign, material use and program cost.
THE SOLUTION
A modular platform built around the demo.
Instead of designing the fixture around one fixed product assortment, the architecture was designed around multiple merchandising scenarios.
Benchmarc developed a configurable audio merchandising system using universal panel mounts and interchangeable display components.
Universal product panels
Standardized mounting architecture allows different product configurations to use the same fixturing.
Integrated digital storytelling
Update and create opportunities for product education, demonstrations, looped video.
Open or secured merchandising
Products can be open for quick access or protected behind display cases depending on the retail environment.
Replaceable graphics
Graphic areas can evolve with product launches, campaigns and branding guidelines.
MODULARITY
One fixture.
Multiple retail configurations.
The larger advantage is that the shopping experience and brand architecture can remain recognizable while individual locations adapt the fixture to their available space, assortment and operating requirements.
THE SHOPPER EXPERIENCE
Help shoppers move from seeing the product to experiencing it.
Today's Shure MOTIV assortment spans products intended for podcasting, streaming, mobile recording, video and other creator applications, which makes use-case communication particularly important at retail. Shure itself organizes current MOTIV products around different creator needs and applications
BENCHMARC SCOPE
From display thinking to retail execution.
Retail Display Design
Manufacturing
Engineering
Assembly
Prototyping
Packaging + Fulfillment
Value Engineering
Program Management
THE OUTCOME
A more flexible platform for merchandising a complex category.
Clearer assortment organization
A structured system for presenting a broad range of cabinet hardware.
Flexible fixture footprints
Multiple widths using a common retail display architecture.
Better product context
Consistent brand presentation
Sample applications help shoppers evaluate hardware beyond the package.
A shared merchandising language across different store conditions.
PROJECT GALLERY
Amerock at retail.
Managing a large assortment at retail?
If your display needs to accommodate multiple SKUs, finishes, configurations or store formats, Benchmarc can help build a merchandising system around both the shopper experience and the realities of rollout.
Tell us what you're trying to merchandise.