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Optronics launches merchandising program at HDAW

TULSA, Okla. — Optronics International announced the introduction of a new merchandising and in-store sales support program that it first revealed to key distributors at HDAW 2017 in Las Vegas, Nev. The program includes new packaging, retail displays, signage, posters, collateral literature and videos.

Optronics used one-on-one meetings at HDAW to present distributors with new options for in-store sales and merchandising that rival those being employed in the advanced retail automotive industry. Pilot programs at some select distributors have been credited with increasing sales of Optronics lighting by almost 10 percent.

“Our new merchandising and in-store sales support program can take a distributor’s showroom to a whole new level by employing more sophisticated point-of-sale marketing techniques,” Brett Johnson, president and CEO of Optronics International, said. “With our program, distributors benefit from having Optronics become their merchandising consultant for vehicle lighting.”

Optronics offers distributors one of the widest arrays of merchandising tools in the heavy-duty industry, a release from the company stated. In addition to traditional merchandising tools, Optronics supports its distributors with custom display services that meet the needs of specific organizations within specific geographies and markets.

“Optronics offers us merchandising and in-store sales support that is both flexible and effective,” Chris Craddock, vice president of sales and marketing for WheelTime Network, said. “Optronics is an enthusiastic lighting supplier that knows what works in lighting sales and knows how to deliver that to its channel partners.”

With an Optronics’ merchandising program, the lighting sells itself. All materials have recently been assessed and updated to optimize effectiveness and visual appeal.

New packaging is smart and attention getting, the release continued. Standard bulk and polybag packaging all feature color-coded graphics and UPC designations for convenience. Many LED lamp packages include inviting “try me” packaging that beckons customers to interact with the product in a way that is both intimate and visually arresting.

Retail displays offer flexibility and enable distributors to put lighting products where the action is. Floor displays and bin boxes are large, sturdy and attention getting, while counter displays make ample quantities of specialty lighting products available for impulse purchases, the release stated.

Signage options are many and varied. Optronics offers a wide selection of gondola headers, endcap headers, aisle intruders, shelf talkers, product tags and vinyl banners. Available posters explain federal lighting requirements for trucks and trailers, as well as school bus and recreational vehicles.

All new self-contained lighting displays can sit on counters and can be mounted on walls to attract optimal visual attention. The displays feature lit products mounted in smooth stainless steel housings. A variety of static cling, vinyl decals, counter mats and collateral material are also available.

Optronics is also now producing product videos. The videos can be played on the flat-panel screens that are becoming increasingly prevalent behind the counter and within the showroom environment.

“Video is a sophisticated medium that many of our more forward thinking distributors have been embracing in recent years,” Johnson said. “Optronics has built a library of product and promotional videos that have been specifically developed for such applications.”

Optronics products are available in the U.S. and Canada through the company’s distribution network of more than 12,000 distribution locations. For information on international sales and distribution of Optronics products, contact Dorian Drake at 1.914.697.9800, or visit

To view examples of Optronics product displays, visit

To view Optronics videos, visit

SOURCE: Optronics press release

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About Darian Armer

Darian Armer is the assistant editor for RV Daily Report. She lives in Billings, Montana, where she enjoys spending time with her husband and three stepchildren. Introduced to the RV industry in 2012, she is happy to be writing for one of the greatest industries around.

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