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The store-within-a-store solution consists of three concurrent programs. What Creamer and I were sitting in is the full-system approach modeled on a 400-square-foot space. But because the fixtures and the approach needed to be, like most of SIG’s products, modular, it’s very adaptable to the needs of the individual retailer. “Everything is on wheels, and everything can be configured to fit the specific retailer space,” Creamer says. “That being said, the second concurrent phase of the project is that we recognize many retailers are unable, due to footprint restraints, to carve out 400 square feet of space. So, there is a smaller version of this that allows the same look and feel in about 150 square feet. We can also work with retailers who have an even smaller footprint. In this third case, we might provide individual fixtures. We feel like we’re coming at it in a way that best positions SIG to most effectively partner with the retailer and to make it simple for them and to actually add value to their space.” The tablets mounted on the demo table will provide an opportunity for consumers to interact with the SIG brand digitally. They’ll be able to access, in a searchable way, a digital version of the current commercial catalog. In addition, they’ll be able to access all the current video content that SIG produces. “We are very active in producing video content,” Creamer says. “A lot of it is product- specific, informational in nature, relative to new product launches. For example, a customer interested in SIG Elite Performance Ammunition can get a full rundown on our products, with ballistic test results. In that way, they can see what we’re offering in a non-threatening way. It’s helping us to deliver information in a way that suits the needs of the customer of today.” Another key aspect of this approach is that SIG will sit down with a participating dealer and use analytics to determine just what are the best-turning SIG products in his store and the best way to sell them. By limiting the product that is shown, which may run counter to how that retailer has sold in the past, SIG is helping the store create a shopping experience that will attract and hold a new generation of customers. The process will also help build brand loyalty, which will benefit both SIG SAUER and the retailer. In this case, less really is more. “The handgun cases were designed to hold 20 guns, the rifles cases were designed to hold six long guns,” Creamer says. “They’re not crammed in there, and they’re not standing on end, like soldiers at attention. We know from fieldtesting that this display mechanism works, and we’re eager to help our retail partners grow the brand. After all, they’re the reason the lights are on in this factory.” The first installations of the SIG store-withina-store were rolled out last September. Creamer figures that ultimately around 50 retailers nationwide have enough space to take the full store. “But I think several hundred retailers will be able to accommodate the 150-square-foot version, and many more can take pieces of the concept.” This concept is all part of SIG SAUER’s reengagement with the retail sector. As CEO Ron Cohen says, “We intend to change the retail experience. That’s the magic ingredient.” Indeed it is. Booth #12240. (sigsauer.com)