GCube Displays a Feminine Touch

Montclair, CA -- With its debut at OfficeMax stores this summer, GCube added some color to the computer peripherals category with its travel-sized optical mouse, USB hub and Web camera targeting women of all ages. The products hit stores via a back-to-school floorstand."Office superstores have been traditionally aimed at a male demographic, and computer peripherals just do not strike a chord as being fun to buy for women," says Jill Sanderson, president of GCube's distributor JS Consulting Inc. in Rancho Santa Margarita, CA, who worked with the company to develop the products' branding and display elements. Five vibrant collections -- Cosmo-tini, Apple-tini, Berry-tini and Lux Leopard in pink and brown -- were displayed together in a slim floorstand encouraging shoppers to "bring style back to school." Moved from the computer area to the back-to-school section in all of OfficeMax's 866 stores in August, the 16 -inch-wide by 53-inch-tall by 16 -inch-deep litho-printed corrugate display was designed to attract other shoppers as well."The idea was obviously to have it for back-to-school but also maybe to capture the soccer mom when she's buying a mouse for her daughter and say, 'Hey, I really like the leopard one too for myself; I'm going to buy that for home,'" Sanderson says.Holding 60 pieces of product, the display will be fitted with a holiday header after the back-to-school season is over. OfficeMax will keep it up through the end of the year, and it will also hit FedEx Kinko's stores this fall, with "lots of retailers to come" next year. Ameripak Industries Inc., Santa Ana, CA, produced the display.The thin construction of the display results in a small store footprint and maximizes how many can fit on a master pallet for shipping. Once in-store, it is kept on a pallet to keep the narrow unit stable and safe from mopping and the all-around rough store environment."The biggest thing in launching a new brand is getting retailers to get behind something that's unproven," Sanderson says. However, the current interest in female-friendly electronics made it easier to convince retailers to get on board, and GCube is working with OfficeMax to make the products available on its website.

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