Suunto Rolls Out Interactive Displays

Palo Alto, CA… Suunto manufactures a broad line of technically advanced wrist computers for outdoor enthusiasts. Because their watches look similar, yet have widely varying – and complex – functions, Suunto saw a need to help customers with their selection. In order to assist customers in choosing the right watch for their particular sport or activity, they turned to Palo Alto, CA-based Concept Designs to design a point of purchase display to house an interactive touch screen and sample watches.

The touch screen was provided by Morgan Hill, CA-based Digital View and programmed by Flashpoint, a Park City, UT-based marketing communications agency. Concept Designs’ task was to consolidate the various pieces – screen, sample watches, acrylic watch stands, printed brochures, and a customer-supplied pedestal. Concept Designs then had to design a strongly branded, self-contained, secure housing that would attract customers, optimize the interactive capabilities of the screens, and show off the sample watches. The displays had to function either on a counter top or on customer-supplied steel pedestals.

Concept Designs conceived a metal and acrylic housing that would enclose up to 9 sample watches on customer-supplied acrylic watch holders. The powder coated aluminum frame extends up at the back of the display and accepts the touch screen display. The Suunto logo is silk screened on the bezel and on the base for strong branding. The acrylic “hood” is hinged at the back to allow easy access by the retailer. It is locked to the base to prevent pilferage. The back of the case permits the insertion of interchangeable graphics, which further customizes the display, based on the selection of watches being displayed. The bezel has a “relief map” backer to underscore Suunto’s outdoor roots. A foam pad on the base keeps the watch stands from slipping and provides visual contrast. The base incorporates a mounting bracket, which interfaces with an optional floor standing pedestal. The metal framework includes an integrated kick stand that can be employed on a countertop when the pedestal is not used. A simple acrylic brochure holder mounts to the backer and dispenses product literature. Concept Designs recommended the addition of a wider wood base to increase the stability of the pedestal.

An initial run of 250 displays was completed in the summer of 2006. Response to the displays has been uniformly enthusiastic. Retailers appreciate that the interactive touch screen serves as a valuable “silent salesperson” and de-mystifies Suunto’s product line. The display itself offers flexibility, durability, security, and a small footprint, while maximizing visual appeal and product information.

Concept Designs Inc., headquartered in Palo Alto, California, is a leading provider of innovative retail display solutions. The company’s award winning displays are durable, reliable, and cost-effective. They enhance the customer’s brands and increase sales of their products.

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