The BCI design teams quickly landed on a temporary floor display solution for maximum flexibility at retail. The use of full-color litho labeled graphics made a big splash, and the QR code on the header targeted smartphone-savvy consumers directly to Defy-related info and warranty information. These features combined with stellar production through BCI Houston and supply chain logistics led to a high-octane presence at retail.
Displays were launched at Pep Boys locations nationwide to coincide with multimedia advertising – and so far sales of Defy have outpaced anticipated demand.
