Top 10 Tips For Retail Display Success Pt 1

Mens Grooming Display

Here’s the first in our series of Top Tips to help brands get the most out of their display campaigns in the coming year. As a long established retail display company and a believer in a collaborative business approach we thought we’d share with you a few tips to help super charge display campaigns and maybe generate a few good ideas along the way, we hope you enjoy…

Introduction

It’s vital to have good P.O.S. (point of sale) display as part of your marketing mix to really highlight the products you’re selling. Effective solutions can add huge amounts of value to a product launch or in-store display campaign – you can see a significant uplift in sales and gain a great return on investment by using a bespoke display solution, whether you’re launching a new product to market, or re-launching and refreshing an existing product range.

If you enjoy this short guide to maximising your chances of retail display success, we look forward to talking to you about how we can help you with your POS and retail display.

The top 10 areas you need to consider when planning and installing POS display campaigns

Get these right and you’re on the road to success.

  1. Get your brief right – be clear on your goals, clear on the space available for the display and clear on your budget
  2. Design – work closely with your retail display company to get the design right and visualise the end result.
  3. Location, location, location – where are you going to position your units? How many stores will you place them in? Where is the best place for the unit in-store?
  4. Durability – how long will the units need to be in-store? Are the products to be displayed time-constricted as regards supply, or seasonal?
  5. Engineering – using a good retail display company can save you money and time by identifying the right materials and manufacturing techniques to be used – one to leave to the experts!
  6. Production – use a company that can offer solid project management, quality control and a broad range of production methods with access to domestic and overseas manufacturing.
  7. Warehousing and distribution – if you’re rolling out a range of display items across a chain of retail centres, discuss how best to store, distribute and install them.
  8. Installation and stocking – understanding the possibility of unit management and stock rotation. Getting this right can drive higher sales impact.
  9. Refreshment – is your unit easily cleaned? Can you refresh it with new graphics? Who will repair it if it gets damaged? Have you factored in any costs for this?
  10. Equipment management and servicing – if you are selling your brand’s products through a third-party retailer, who will service your product? Make sure it’s maintained properly and still works effectively.

Here’s those points in further detail…

1: Get your brief right

Be clear on your goals, clear on the space you have for the display and clear on your budget. You need to discuss these through with your retail display provider and be able to agree clearly the end goal so you have something that meets your expectations and requirements. Within your brief, the key points are:

  1. Space – maximum floor space available in-store (the footprint) and maximum height available, including any header graphics and signage. If you are a retailer, allocating space for the unit footprint of the display will enable effective Customer Journey management and Health & Safety, and will help you choose the best position in the store for your unit. If you are a brand selling through a third party, you need to choose something which will be as easy as possible for the stores to site and install.
  2. Type of unit – there are many types of unit to choose from, each with advantages. A good retail display provider will discuss the options with you:
    1. A freestanding unit can make a great centrepiece and is easy to reposition
    2. An end unit to existing racks can hide exposed metalwork and fittings
    3. An additional unit to your existing slatwall system can add impact to your slatwall shelving with little extra floor space required
    4. A highlighter on a shelf adds impact and draws the eye to a particular product while requiring little extra space
    5. An impulse or till point display is ideal for small High quantity Low value products and can be added to queue barrier systems or on counter displays
  3. Quantity of product to be displayed – how many product SKUs do you wish to display, and in what quantity?
  4. Number of units required – higher quantity often equates to a lower per unit price and can have an effect on the materials and techniques used in production.
  5. Campaign length – is this going to be a permanent addition to your shelves or a temporary seasonal campaign? How long do you expect it to last before refresh? Again, this can have an effect on the production materials and level of in-store maintenance required.
  6. Budget – this is where using a trusted supplier can help work things out. Buying through an established retail display company pays dividends in managing production costs and increasing value.

2: Design

Krispy Kreme News Stand Visual

After the initial briefing, the first stage in the process is to decide upon a design that you are happy with, that meets all your requirements and that represents your brand vision. This can take up to a few weeks, depending on the complexity of the design required.

A good design could incorporate complementary shapes into the unit to enhance the branding and design of the product, and of course must include the correct branding, colours and logo that match your corporate palette and that of the items displayed.

Your supplier will deliver a sketch or image for approval, which will give you a visual representation of what you can expect in the final unit. In addition they may be able to produce 3D animations or even walk-throughs so you can really see what it will look like in-store. The display design will give you a good visual representation of how the unit will look in-store when it’s made.

 

To Be continued next time….

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