Top aquatics retailers set to become 
Hozelock Cyprio Centres of Excellence

Modular display units    Cascade stand   Aquaforce stand  EasyClear stand

(Click on images to download high res file) ABOVE LEFT: Centres of Excellence will display the full Hozelock Cyprio range in a 5m run of modular display stands. 2nd FROM LEFT: This Cascade display unit combines a montage of real pumps with a helpful mini lectern at waist height. OTHERS: Secondary placement video merchandising units such as these Aquaforce and EasyClear stands will support seasonal promotions.

EMBARGO: Not for publication before September 1st 2009

Hozelock Cyprio are to invite the UK’s top aquatics retailers to form a nationwide network of Centres of Excellence which will benefit from a multi-tiered support package including multimedia store fixtures and merchandisers, local media advertising, online listings, beneficial terms, training courses and promotional materials. 

The company’s aim is to give the aquatics consumer the best possible in-store experience in a supportive and knowledgeable environment so as to optimise sales and encourage repeat visits from novice and experienced pondkeepers alike.


Over 150 Centres of Excellence are expected to sign up for what Hozelock Cyprio describe as an opportunity to transform their stores with 21st century category management materials and modern multimedia communications tools.


They will have to commit to a 5 metre run of new “Perfect Ponds Made Simple” interactive modular display units and sufficient stock of Hozelock Cyprio’s top-selling pond pumps, filtration systems, pond treatments, fish food and accessories to keep the area fully merchandised throughout the year.


The striking new stands will feature “hotspot” interactive product displays, integral video screens, promotional focal points, leaflet dispensers, edge strips and mini lecterns which will enable consumers to browse informative graphics, flip charts and other data relevant to their area of interest.


There will also be three secondary placement video merchandising units for seasonal promotions.


A ‘Hozelock Cyprio Centre of Excellence’ entrance plaque will identify participating retailers and branded clothing will be available to make it easy for consumers to find expert sales assistants.


Participating retailers will profit from beneficial terms, free spares and a Hozelock Cyprio advertising campaign in consumer magazines, in local media and online. Above-the-line advertising will be supplemented by editorial publicity in national and specialist media. Centres of Excellence will be highlighted and recommended on the Hozelock website and will also benefit directly from leads generated via the company’s online interactive Pond Selector.


The centres will also receive a range of promotional material including pens, mugs, clocks and banners. 


Announcing the initiative, Hozelock Director of Marketing, Simon McArdle said that all parties would benefit. “The consumer will have a full range stockist with spares, accessories and expert advice within easy reach,” he said, “while the retailer will profit from a raised profile, additional footfall, increased profit margins and top level support from an award-winning British manufacturer.”


Hozelock Cyprio’s newly-announced Aquaforce filter pump range and Automatic Fish Feeder will occupy two of the promotional focal points within the new displays.


For further trade information, contact Hozelock Cyprio's Birmingham sales office on 0121 313 4096, or e-mail info@hozelock.com.


Full support for the consumer is provided via the Hozelock Helpline on 0121 313 1122 and the Hozelock Cyprio web site at www.hozelock.us which includes extensive advice on choosing and using pond water features and filtration systems.  


September 2009

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