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When Hunter Douglas introduced the Millenia[TM] Collection of custom vertical blinds with the Paramount[TM] headrail system last fall, we intended nothing less than to transform the vertical blinds category. We successfully revitalized vertical blinds with a completely new integrated headrail that looks great and works better too. We've made the headrail an aesthetic as well as a functional part of the blind, so now your customers can start at the top when shopping for a vertical blind, selecting product based not only on the vanes, but on the headrail as well.
Boasting a contoured channel design for an elegant, finished look, this new proprietary headrail also offers greater light control, narrower stacking, easier traversing and quieter operation than competitive products. It even comes in a SoftSuede[TM] texture with the look and feel of suede in eight fashion-forward colors. A valance is not necessary, but can be used if the customer desires. A PermaTilt[TM] Wand Control System-a stationary wand and cord control used to traverse and rotate the vanes-also is an option.
SALES TOOLS
Selling the "complete blind difference" offered by the Paramount system on Millenia blinds is now even easier with two new merchandising tools-the SoftSuede Display Unit and the Showcase YES Unit with Upgrade Kit. These sampling devices allow customers to experience Millenia with Paramount firsthand.
• SoftSuede Display Unit-This unit helps consumers envision the entire Millenia blind system as it would look in a room setting. The innovative, interactive display features a working 15 1/4-inch headrail, the PermaTilt Wand Control System and 14 7/8-inch vanes in front of a simulated window. Displayed below the sample blind are four-inch wide samples of the eight SoftSuede headrail colors available, each shown with three coordinating vane swatches.
Also included with the unit is a brief summary of "the complete blind difference," a Paramount-shaped header and a clear plastic holder for 25 consumer brochures. Measuring 38 inches high, 20 inches wide and three inches deep, the unit is designed to be wall-mounted or installed into the Hunter Douglas three-in-one display.
• Showcase YES Unit with Upgrade Kit-This unit is a convenient hand sample that opens from a unique, encased design to feature an operable Paramount headrail. Next to the headrail is a section of the Hunter Douglas PermALIGN® headrail, making the advantages of the new system easy to compare. The unit also comes with a dramatic pull-down features and benefits poster, essentially a roller shade that explains the Paramount difference. On top of the unit, bulleted features and benefits provide a reminder of pertinent points to make during a sales presentation. Ideal for in-home consultations, the unit is available with a mounting bracket so it can be used for in-store display.
The Showcase unit also includes the newly introduced Upgrade Kit, which features six vinyl vanes, a vane removal tool, a detached ivory PermaTilt wand, 25 consumer brochures and a sleek canvas bag with shoulder strap to store and transport the items.
OTHER MERCHANDISING TOOLS
The story does not end here. Hunter Douglas also has other innovative merchandising tools to help sell Millenia with Paramount. The comprehensive merchandising collection even includes a SoftSuede poster and a color wheel selector set that lets customers easily coordinate the headrail color to the vane.
The SoftSuede display, Showcase YES Unit with Upgrade Kit and other expanded merchandising materials exemplify "the complete blind difference" that make the Millenia Collection with the Paramount headrail easier to sample, easier to buy and, ultimately, easier to sell.
Jessica Ann Bennett is marketing manager for the Hunter Douglas Verticals Division.
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| September '99