Sabian Cymbals

Battle of the Brands.

Overview

Sabian is an aggressive number two player in the cymbal category with a growing global reputation. Our objective was to increase Sabian retail sell in and sell through, with a particular focus around their more profitable cast cymbal ranges. Based on research conducted with retailers of different sizes and drummers of varied experience levels, we created a customer journey based around the preference to shop cymbals by type (e.g. ride, crash, splash) rather than by Sabian Series. The merchandising system developed to support this strategy, organized related cymbals for comparision in a highly concentrated display. Swing-out support arms allowed shoppers to efficiently demo related cymbals. Free-standing and wall unit modules, made from coated steel parts, provided configuration resonance-free cymbal trial station options. The sell-in program included consultative tools for matching display units to store layouts and drummer profiles. By providing new display cymbal room and display floor solutions for the category, the project created more effective opportunities for Sabian to compete head-tohead with the market leader.

Impact

Not only did the new merchandising approach exceed sell-in forecasts for the fixtures, it also drove sales of higher-volume assortments linked to the inventory economics of concentrated displays.

RESPONSIBILITIES
Channel Research
Brand Strategy
Communications Strategy
Retail Merchandising
Brand Architecture