Yale Security Products Literature & Packaging
Yale are the world's most instantly recogniseable brand for locks and security products in the consumer market. From DIY multiples to specialist locksmiths, their products reach the very widest audience.
The Brief
We were asked to help Yale communicate the choice of products available to their customers, and the levels of security that consumers should be applying to their homes.
The challenge was to raise the general awareness of security amongst the British public, and help customers understand the different products and choose between their different features to find a security solution that met their need and matched theiur budget.
The Solution
Working closely with the marketing team and the product managers for each product group, we first identified the key products to define a clear range. By fine tuning the product like this, we ensured we had enough products to give a clear choice, but without the confusion of multiple products that met the same brief.
We then created a clear grouping of products by security level and therefore price – spliting them into High Security, General Security and Basic or Handy Security. This meant that at a glance, customers could tell what level of protection the product would give them – helping them to decide how much they wanted to spend. It also encouraged customers who might otherwise have thought the basic security lock they were replacing was 'good enough' to actually move up agrade in security and gain the aded peace of mind of a higher security lock.
We then used other mechanisms to help the customer understand what they were buying – such a s the corrosion rating on Padlocks, along with a more detailed numbering system that scored the locks from 1 for Handy suitcase padlocks through to 10 for massive padlocks sitable for gates and warehouse doors. This helped with a range like padlocks where many more products were available to choose from.
We also created opportunities for cross-selling with clear diagrams showing the other Yale products that should be fitted to Front and Back doors to achieve the different security levels. This helped sell mortice locks, door-bolts, chains and viewers for Yale, and helped the customers understand exactly how best to increase the security in their home.
Combined with clear fitting instructions and functional cutting guides, the packaging combined the functions of helping to sell the product, helping cutomers to choose and making sure they were able to get the best from their products. We even then carried the information through topoint-of-sale ins-store, and comprehensive technical guides to help staff understand the products and assist customers with their choice.
