Imation UK

Data Storage & Information Management Division

Imation produces a full line of data storage products and services to meet the needs of desktop, network and data centre computing customers. Imation came to ECM for help in meeting their main objective of breaking into the UK's retail channel.

Our first task was to thoroughly research the UK's IT retail market (in which the dominant player is PC World). The detailed results led us to recommend creating a distinctive in-store promotional programme, to grab the attention of casual shoppers, and to provide an incentive for them to buy. The solution included a counter top point-of-sale unit, shelf strips and bunting.

Our next task was to develop the design for the promotional pieces. Imation is a sponsor of the Jordan Formula One Team. Using this theme as the focal point of the imagery, ECM produced a selection of eye-catching POS items that are simple to erect, reusable and refillable.

Feedback on the promotion has been so positive that Imation is currently assessing rolling-out the programme throughout Europe.