BRUNSWICK PAVILION
Seen from a retail perspective, the billiards industry is about three decades behind the times. Small, poorly merchandised independent retailers often display tables piled on top of one another like kindling. As a result, the manufacturers’ co-mingled brands lose any distinction or brand value, to say nothing of the store’s compromised shopability. Brunswick Billiards, the industry leader with the greatest brand recognition, has taken a giant step forward in controlling and repositioning its 160-year-old brand with the introduction of the Brunswick Pavilion concept. Developed to be an upscale and highly-profitable branded environment, the Pavilion brings together the entire range of Brunswick Billiard products.
Elements within the store are designed to captivate the consumer, as well as empower them to understand the choice making process. Large scale photographic scrims depict tables featured in a range of popular interior design settings enabling the customer to visualize the product at home.
The product display wall allows the customers to discover the range of styles, finish, leg and cloth options in an unassisted fashion. This feature also aids assisted selling and has received enthusiastic support by dealers.
After more than 50 installations, the Brunswick Pavilion branded environment has rewarded its dealers with greater margins, higher average ticket, better add-on accessories sales and increased closing rates, making the program a bona fide success.
