Nicklaus Drives 'DaVinci' Display

Nicklaus Golf Equipment, West Palm Beach, FL, improved upon its past golf club merchandisers with a new pod display that has a telescoping header and fans clubs out rather than crowding them.The Nicklaus Premium DualPoint 24 Golf Club merchandiser, unveiled in January in off-course and specialty golf shops, angles clubs up and out of a vac-formed center. The sit-up configuration invites trial and makes removal and replacement of clubs much easier than previous Nicklaus merchandisers, says Jim Courier, director of marketing for Nicklaus Golf. He notes that distribution for Nicklaus Golf's equipment primarily is handled through off-course specialty retailers; in this environment, "most club shoppers walk into the store knowing they want a driver, putter, wedge, etc., but are open to brand. We funnel all of our marketing dollars into P-O-P that target these consumers, draw them to our brand, describe the product in detail and tell the Nicklaus story, while inviting them to hold, test and inspect the club at the point of interaction," says Courier. The merchandiser's half- moon design allows smaller shops to position it against the wall or as an endcap, while larger shops can display two units back-to-back, creating a circular, walk-around aisle display.Many off-course retailers want low displays for better line of sight, while others want taller headers to grab attention. The Nicklaus merchandiser telescopes from 65 to 72 inches tall, securing at various heights via multiple holes and screws. It carries new DualPoint drivers, fairway woods or hybrids, or any mix of the three. Detailed information about features and benefits of the new DualPoint club and Nicklaus Golf is provided in an easy-to-reach pocket brochure attached to the header. Courier says that because most golfers today look at Jack Nicklaus as a club designer, the company chose for its header graphic a "DaVinci style, free-flowing graphic element with technology illustrations that suggest that Jack is creating the actual DualPoint club design," he says. "The illustrations show where the club weights, flex spots and power points are positioned, providing an overall flow of how the technology works, along with a beauty shot of the product." Frank Mayer & Associates Inc., Grafton, WI, designed the merchandiser, produced 425 units for placement in January and packs for shipment. In April, 450 modified units were shipped to Sports Authority stores nationwide, with graphic changes that allow Sports Authority to merchandise a variety of Nicklaus clubs.

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