22 Jan 2004
First home-security concept store opens in Australia
ASSA ABLOY has sited the world’s first Armadillo home-security concept store in Melbourne. Home owners visiting the unique new style of showroom can view and discuss security options and arrange for customized locking solutions to be installed in their homes. The focus is entirely on the residential market.
On 27 November 2003 ASSA ABLOY opened its first Armadillo home-security concept store in Melbourne to show off the latest residential security technology to Australian consumers. Australia was chosen as the test market for the Group’s concept stores because of its traditionally positive response to new Group-sourced products.
"The development of this new concept and the opening of the store are the result of extensive research done in Australia, France, Germany, UK and Scandinavia. The aim was to identify the needs and problems that consumers face with regard to locks and other products developed to increase the safety and security of their homes,” says Åke Sund, Executive Group Vice President, Market and Business Development.
“The research showed that most consumers want to be able to visit a store in order to collect information and to see and touch the products before arranging a home visit. The concept store demonstrates a serious commitment to this approach. In many households purchasing decisions are taken by the woman and man together. Women are hardly targeted at all in our present channels, and an important aim in developing this new concept is to target women and men equally.”
In the future, when ASSA ABLOY has tested the new concept and gained an even better knowledge about the home security market, present distribution partners servicing the residential market segment will be invited to co-operation.
Armadillo is a ‘Do It For Me’ concept. It first provides the customer with information about home security and then offers a complete customized solution, starting with a security evaluation and carrying it through to a completed installation. Armadillo’s trained consultants will visit customers' homes, provide an assessment to identify any security weak spots, and analyze customers' needs to design affordable, tailor-made locking solutions.
Armadillo will showcase premium products that provide increased convenience, security and safety features while meeting local Standards. The store will allow people to experience first-hand the most exciting new products and the latest advances in residential security technology.
The armadillo is a small mammal with leathery skin and dermal plates that form a turtle-like carapace. It carries associations of strength and impregnability while being an attractive and endearing creature. It is an excellent symbol for home security since shell protection should always be developed first.