Dyson Point of Purchase – Losing their edge?

Who couldn’t admire the achievements of James Dyson over the last 15 years, pioneering the bagless vacuum cleaner, and introducing true innovation and product creativity to home cleaning. It’s just a shame the same cant be said about their latest in-store point of purchase. We took a trip to Cheltenham where Dyson have launched a new range of displays in the Comet Superstore and well we left feeling disappointed as we had hoped for much more.

Dyson Point of Purchase

My initial thoughts were that it looks typical of Dyson – it’s all about the product and technology and the black colourways helps to emphasise this message and their brand in-store. It’s also in keeping with the Comet store signage (white out of black) and they use very stylish photography and simple consumer friendly top line copy to get their message over. The Dyson branding is low level, supporting the key messages – but I do think they have far too many messages as its starting to look very busy. I like the way the cylinder products are displayed on floating shelves and the ticket information is clean and uncluttered.

The small TV’s do little to engage the consumer, there is no interactivity and they become background wallpaper on the fxture rather than a focal point to drive purchase and trade-up through the range. The white hotspot display highlights their feature product but it is positioned too high for customers to lift the product up and feel the weight, and the leaflet holder looks like an after thought. The absence of boxed stock on the stand could make it a barrier for consumers who want to grab the product and go, it will be interesting to see how this will work.

The display also looks quite ugly when there is no stock – looks very clunky and masculine, and the myriad of ledges and shelves make them susceptible for customers to leave disgarded leaflets, further cluttering the display.

Give them their due though, Dyson seem to demand a large area of wall space for their displays, squeezing the other brands out of the picture. It is the first place that you are drawn to in the category, as the dominating black backwall sticks out like a sore thumb in the store. Where it lacks style, class and grace it makes up for in being big and bold. Not very appealing to the female buyer I would imagine.

Our Verdict: 5/10. Were it not for the great photography and standout it would have scored 3/10.

Author : Russell Langridge

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