Mobile innovation showroom help reach more customers


ASSA ABLOY Door Security Solutions in Division Americas displayed innovative lock and security products in a mobile showroom and took a road trip to meet the customers.

The ASSA ABLOY Door Security Solutions marketing team took a strategic approach to promoting the latest technologies over the past year with the rollout of the ASSA ABLOY Mobile Innovation Showroom (MIS). The MIS is a 53-foot trailer retrofitted with numerous full-size doorways and mounted working models. Each opening is equipped with ASSA ABLOY Group brand lock and security products that address the security, life-safety, convenience, sustainability and aesthetic needs of any facility. The showroom layout flows into segments for each of these critical building elements.

Throughout the past year, the showroom traveled across the United States and ventured into Canada, enabling end-users, customers, architects, designers and security integrators to experience new technologies developed by ASSA ABLOY Group brands without venturing far from home.

“We have the largest array of innovative products in the market, but outside of trade shows and occasional visits to the company headquarters, most customers never have an opportunity to see our entire spectrum of doors, locks  and hardware,” says Sean McGrath, director of marketing for ASSA ABLOY Door Security Solutions, explaining the motives for creating the mobile showroom. “We wanted a venue to show these innovative technologies to customers and influencers in the construction market.”

After a short winter hiatus for new product updates, the MIS will be re-launched in February 2011 at the DSS National Sales Meeting. As ASSA ABLOY Door Security Solutions has demonstrated, innovation is a good driver of sales.

Guide ASSA ABLOY Innovation showroom:

The MIS began its cross-country tour in January 2010 and made 68 stops before heading to the sidelines in late October for retrofitting. More than 3,500 guests participated in tours, including 635 architects, 372 integrators, 1,100 end-users, 1,200 distributors and other important decision makers. The showroom was also parked on the floor of two trade shows and made stops at military bases.