New POS Displays For McCulloch Are A Cut Above The Rest

Working with Calm’s sister company Cirka, McCulloch entrusted the design, development and manufacture of the 2017 product launch of the brand’s new robotic mower ‘ROB’ and ‘PowerLiNK’ garden power tools display stands and point of sale across 16 European countries.

Understanding the shopper need state across Europe

Our shopper research, in conjunction with the customer profiling from the Husqvarna brand team, showed that point of sale and retail fixtures were needed to educate shoppers to this emerging product sector in the UK. In central Europe, where awareness is higher, the display units needed to showcase McCulloch’s product USP over the competition.

Communicating in an approachable and educational manner

Working with the McCulloch brand team, our designers took and evolved an initial marketing idea into a engaging and educating retail comms strategy tailored to the retail and point of sale environment. Special consideration was needed to ensure visual consistency across 16 different languages.

Creating POS units for retailers across Europe

A tiered suite of point and sale units were produced varying from flagship 3m x 3m live demo units, retail wall displays and free standing units, to compact display stands and small footprint low cost FSDUs.

Our integrated design process ensured both innovative retail units but also retail fixtures that were simple, easy to pack and ship across Europe.

Our integrated design process increases impact and reduces costs

Calm Creative’s access to an extensive range of manufacturing materials allowed the design teams’ beautiful graphics to be printed directly on the di-bond back panels, achieving structural integrity without the need for additional metal structures, increasing visual impact in-store whilst reducing unit shipping costs due to the light weight nature of the material.

More on our integrated process can be found here.