The Bracket Track
Meanwhile, the company is in the process of phasing its lines’ packaging into a global look, at the behest of its major retail customers, who wanted universally understandable iconography. “Consumers need something to help them make purchase decisions,” says Taylor, “and our retailers were asking for multi-language packaging.” The changeover, which has percolated through about 70 percent of the lines, includes carton fronts that feature a side-angle photo so the customer can see just what the item does; on the reverse of the package, what the mount looks like with the unit attached is shown.
In the future, says Taylor, look for the company to aim at higher-ticket market tiers—to afford their retailers better profits in the face of increasing competition. “There’s so much cheap stuff on the market now. Just look at how many people are jumping into the mount business. There are around 16 companies now, versus just three a short time ago, all vying for the lower part of the business.
“For us, and for our dealers, mounts are where the margins are,” says Taylor.