A fresh look for C.K Magma
Published: 12 May, 2014
In continued support of its stockists, Carl Kammerling International has announced a rebrand of its premium storage range, C.K Magma, following extensive consumer research.
The revamp will refresh and enhance the C.K Magma brand, supporting and leveraging the popularity of its range of quality tool storage solutions for trade professionals.
Designed to drive sales, the updated brand directly responds to consumer feedback, which revealed a loyal following to the established C.K tools brand.
The new branding now incorporates the coloured C.K logo, thereby transferring the solid brand heritage of the C.K brand to C.K Magma.
The eye-catching and familiar logo is designed to stand out on the shop floor, with the strap line ‘Smarter by Design’ appealing to a wide range of end users, helping stockists drive incremental sales.
With the rebrand comes a new catalogue, which encompasses a host of informative features. The ‘Storage Just Got Serious’ title is consistent with the professional image of the brand, while the inclusion of lifestyle photography of the products in use and fully comprehensive detail product photography allows for technical features of the products to be clearly showcased.
Best selling items are featured on product pages in the catalogue, allowing details of popular products to be fully explained, while ‘tried and tested’ quotes work as a testament to the existing confidence in the brand.
Bold new packaging is being introduced as part of the rebrand to really grab attention in store. The packaging displays a fully comprehensive outline of the features and benefits of each product, to aid customer selection. The use of QR codes, 3D imagery and lifestyle photography on packaging also allows the consumer to become fully engaged with the products in the range when browsing.
A new, 1m display unit has been introduced in line with the refreshed brand, featuring additional shelving space and an open base for improved display of larger tool bags. Pegboard side panels also provide an intelligent display solution for wearable items, such as belts and accessories.
Premium, eye-catching design and inclusion of lifestyle photography will create impact in store, while LCD screens, imbedded within the display units, playing product demonstrations will keep customers fully informed of the benefits of the range. Furthermore, the new stands received positive feedback during trial periods, with one branch manager commenting: “The C.K Magma stand is stylish, looks very good in store and is a great support to generate sales.”
An updated consumer website (http://www.ck-magma.com/) incorporating the refreshed branding, boasts a wealth of interactive features, including a social media feed for Facebook, Twitter, Vimeo and Youtube, share buttons, testimonials from a trade panel of experts and areas to review products. These aspects allow customers to engage in conversation about the products, creating a platform for customer endorsement.
To support retailers further, the website also features a stockist search facility, which is hugely beneficial to retailers in helping to drive customers to stores. Consumers can also sign up to receive the C.K Magma newsletter, keeping them updated on the latest products and offers.
Vanessa Molloy, C.K Magma brand manager, said: “We are hugely excited to be launching the refreshed C.K Magma brand, boosting the existing popularity of this range and refreshing its image.
“We have paid keen attention to detailed customer feedback to evolve the brand, in order to meet the requirements of tradespeople, consequently supporting retailers by driving their sales and increasing profit margins.”
Ms Molloy added: “Impactful display stands will really push the products in store, while a host of exciting new features incorporated into the branding, website and catalogue will help to gain increased brand recognition and customer loyalty.”