Doc Johnson and US distributor East Coast News recently joined forces with adult retailer Spice of Life in Hallandale Beach, Florida, to create an immersive BDSM display that showcases the Kink by Doc Johnson product line. According to Spice of Life owners Rick and Rebeca Gonzalez, the newly added Kink by Doc Johnson collection is already a huge draw for shoppers. The couple credits the popularity of the line to the fact that their customers can literally step into a BDSM boudoir fantasy scene, thanks to the efforts of Doc Johnson’s retail experts, director of sales, Kerin De Francis and visual merchandiser, Krystal Silva, as well as Peter La Mantia of East Coast News.
The Kink by Doc Johnson display features a bedroom scene, two kink-styled mannequins, and a large tester table that lets shoppers engage with a range of products from the line. The display’s male and female mannequins are said to help customers identify with the products as they can then imagine themselves in the same scenario. “We wanted to set the scene,” said Silva, “So we styled the mannequins as a ‘dominant’ and ‘submissive.’ Most customers are looking at these items, wondering how they’d look and feel on, so it makes sense to show them. The female sub is in the Handler’s Collar and Leash set with really sexy lingerie, and it only takes a second for the visual story we’re telling to resonate with buyers.”
Silva and De Francis created a custom dungeon decal to add dimension, brought in elegant candelabras for ambiance, and even placed a St. Andrews’ cross behind the Water-Works Master Apron clad dom.
“BDSM is on the rise,” said La Mantia, “and as the marketing director for ECN, I make it my business to help my customers capitalise on growing trends. That’s why I love working with Kerin and Krystal. They get the creative and pop culture side of things. If a scene in a movie can inspire people to shop for blindfolds, just imagine what an interactive scene in a store can inspire them to buy.”
“We knew the Kink line would do really well in our store and that it’d be perfect for our clientele,” said Rick. “But after seeing examples of Doc’s lifestyle displays at trade shows, we saw that the line gave us the perfect opportunity to create a totally unique shopping experience folks would love.”
Rick and Rebeca wanted the display to be informative, as well as eye-catching: “A lot of people are unfamiliar with the bondage accessories,” said Rebeca. “So having a place to actually try the products before buying them is a huge relief for shoppers. It’s also really fun to play with unique items like The Stinger and the Swell Auto Nipple Sucker Cups.”
“Doc Johnson is all about education as a means to enhance pleasure,” said De Francis. “Testers are teachers and when it comes to sex, most people are eager to learn. This isn’t a cookie-cutter line in a run-of-the-mill store. We wanted the Spice of Life/Kink collaboration to be fun and dynamic. It’s all about having fun and helping customers.”
Doc Johnson offers retailers a variety of merchandising tools, including point-of-purchase signage, product tester displays, and custom merchandising support. Contact your Doc Johnson sales rep to inquire about merchandising options for your store. Additional marketing materials can be found at B2BDocJohnson.com
