Company Overview
Cliq is a leading vape e-liquid manufacturer based in the United Kingdom, operating 24 company-owned retail stores and supplying products to over 4,500 retail outlets nationwide. With a strong presence across both direct-to-consumer and wholesale channels, the company is known for its high-quality products and innovative branding.
The Challenge
Despite its extensive retail network, Cliq faced a common retail challenge: limited product visibility and insufficient prominence at the point of sale. Conventional display methods were not effectively capturing consumer attention, and the restricted availability of countertop space made it difficult for stores to present products attractively. This led to reduced opportunities for customer engagement and hindered efforts to build stronger brand recognition.
The Solution
In response, Cliq made a strategic investment in 4,500 custom-designed countertop display units. These displays were deployed across retail locations throughout the UK. Each unit was designed to optimise limited space by being tall rather than wide, allowing for maximum product exposure without dominating valuable countertop real estate. A dual-facing structure ensured that products were easily accessible to retailers while remaining secure and highly visible to customers. This design not only improved ease of use but also reduced the risk of theft.
Investment Details
The total cost of the display initiative exceeded £60,000, covering the design, manufacture, and distribution of the units. While the investment was significant, it was intended to support the launch of a new award-winning product line and to reinforce the brand’s premium market positioning.
Results and Impact
The introduction of the displays had an immediate and positive effect on customer behaviour. There was a noticeable increase in product handling, and retailers reported more frequent enquiries from customers regarding the brand. The displays successfully drew attention to Cliq’s newly launched product, significantly increasing its visibility in stores.
Retailer feedback was overwhelmingly positive. The displays were described as “stand-out” and “easy to use,” with their compact footprint making them particularly suitable for shops with limited space. The consumer-facing design helped the brand to appear more premium, while the rear access for retailers facilitated efficient servicing and stock management.
Return on Investment
Beyond enhancing visibility and engagement, the displays enabled Cliq to create a bundled sales offer that included both the product and the display unit. This proved attractive to both new and existing customers and served as a strategic entry point into the brand. The displays encouraged regular repeat orders, boosting customer loyalty and supporting a sustainable growth strategy. Importantly, these outcomes were achieved without the need for heavy promotional discounts, resulting in improved profit margins.
Conclusion
Cliq’s decision to invest in custom countertop displays has delivered clear and measurable benefits. By improving in-store visibility, supporting retailer operations, and strengthening brand perception, the displays have played a key role in reinforcing the market presence of the Avomi brand. Based on the success of this initiative and the strong feedback received from retail partners, Cliq would confidently recommend this approach to other brands seeking to increase their impact at the point of sale.