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Security chests from Sentry now offer protection against water and fire. What is more, the company is presenting a new concept for promoting sales of its products in a secondary position
Recently Sentry has been investing heavily in market research, as a result of which has emerged a waterproof and fire-safe security chest. “Questioning our customers and trading partners has brought us to the conclusion that there is a gap in the market here,” explains Frederic Diels, General Manager Europe, from the company’s European head office in Brussels. Water-resistant safes have been available from Sentry for the last three years. Now the range has been expanded by the addition of a watertight fire-safe chest as well. This has a sealing lip that prevents water from getting in, measures 130 x 327 x 241 mm internally, and weighs 12.2 kg.
The new fire-safe and waterproof security chest from Sentry.
High-profile range
Sentry offers a high-profile range of security products consisting of floor and wall safes, gun safes and business safes, as well as fire protection safes and security chests. Diels is firmly convinced that, “An attractive selection at the entry-level price range ensures a high stockturn at the point of sale.” He sees the company’s informative and attractive self-service packaging, which makes use of bright colours, graphic symbols and several languages, as one more factor in its success. Informative charts and posters at the POS complete the spectrum of sales aids.
A fire-safe security chest provides effective protection for documents and valuables.
New pallet presentation
Now Sentry is also offering a pallet presentation. This Chep pallet – about half a euro-pallet – offers a product mix, whereby the lower-priced product is the one promoted. Positioned right beside it is the higher-priced version. This is intended to introduce end-consumers to products in the up-market quality and price segment. “We use entry-level models to guarantee customer footfall and goods turnover,” according to Diels, “and quality and margins for the retailer by means of the higher-priced range.”
Diels concedes that security products are not actually seasonal articles. However, there are distinct key marketing periods like the holiday season and the dark months of the year. Which is exactly why carefully targeted promotion of the products is important.
Sentry’s new pallet display of safes, which the supplier promises will provide considerable add-on sales.
Market leader in the USA
In the United States Sentry is regarded as the undisputed market leader in the field of fire protection and security products. These products are distributed all over the world. The company, which is based in Rochester, New York, has been active in the marketplace since 1930 and is still family-run. Sentry has had a subsidiary of its own in Europe since 1993. Market entry here was achieved by means of fire protection safes, then a few years ago the range was expanded by the addition of “genuine” security safes. Currently there are sales branches in Britain, France, Germany and Japan.
The new fire-safe and waterproof security chest from Sentry.
High-profile range
Sentry offers a high-profile range of security products consisting of floor and wall safes, gun safes and business safes, as well as fire protection safes and security chests. Diels is firmly convinced that, “An attractive selection at the entry-level price range ensures a high stockturn at the point of sale.” He sees the company’s informative and attractive self-service packaging, which makes use of bright colours, graphic symbols and several languages, as one more factor in its success. Informative charts and posters at the POS complete the spectrum of sales aids.
A fire-safe security chest provides effective protection for documents and valuables.
New pallet presentation
Now Sentry is also offering a pallet presentation. This Chep pallet – about half a euro-pallet – offers a product mix, whereby the lower-priced product is the one promoted. Positioned right beside it is the higher-priced version. This is intended to introduce end-consumers to products in the up-market quality and price segment. “We use entry-level models to guarantee customer footfall and goods turnover,” according to Diels, “and quality and margins for the retailer by means of the higher-priced range.”
Diels concedes that security products are not actually seasonal articles. However, there are distinct key marketing periods like the holiday season and the dark months of the year. Which is exactly why carefully targeted promotion of the products is important.
Sentry’s new pallet display of safes, which the supplier promises will provide considerable add-on sales.
Market leader in the USA
In the United States Sentry is regarded as the undisputed market leader in the field of fire protection and security products. These products are distributed all over the world. The company, which is based in Rochester, New York, has been active in the marketplace since 1930 and is still family-run. Sentry has had a subsidiary of its own in Europe since 1993. Market entry here was achieved by means of fire protection safes, then a few years ago the range was expanded by the addition of “genuine” security safes. Currently there are sales branches in Britain, France, Germany and Japan.
