Doc Johnson and 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 storeowners 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 innovative 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. Together, they brought Rick and Rebeca’s vision to life.
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 help customers immediately identify with the products. By seeing the figures, they can’t help but 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. The fire engine red tester table is where all the action takes place, as customers clamor around the array Kink items, eager to learn more.
“BDSM is on the rise,” said La Mantia, “and as the marketing director for ECN, I make it my business to help my customers capitalize 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.”
“And they do!” added Rebeca with a smile.
ECN also stresses that the significance of initiatives like the Doc Johnson’s innovative display design is as much about education as it is about sales.