16 Dec Top 10 Tips For Retail Display Success Pt 2
Here’s the Second in our series of Top Tips to help brands get the most out of their display campaigns in the coming year.
If you missed the last one check it out here: Top 10 Tips for retail display success Pt 1
3: Location, location, location
There are two points to consider here: which stores to locate the units in, and where to locate them within each store.
- Store location – how many stores do you have access to? Is the footfall rate similar in all of them and are they of similar size? Use previous data to assess where you need to place the units
- In-store location – sometimes the in-store position is obvious (for example a till unit, of on counter display), but in general you’ll need to decide where best to locate it in-store for maximum impact. A good display company will be able to assist you with this using a combination of their knowledge and research to get the best out of the unit location. It’s also advantageous to factor in considerations such uniformity, it is to be located in the same place in each store? is that practicable? It is also worth planning how best to communicate your intentions to the store managers too.
You could consider locating a unit in different places in two stores by running a A/B test or split campaign to determine which offers the best option in an early rollout.
The durability of your display items is an important consideration. It affects what you specify in the first place, the engineering and production of the unit, and the budget and price. How long will the unit be in use? If it’s going to be used for seasonal items or for products that are time constricted as regards supply, it might be worth looking at whether it can be used for a range of seasonal items in turn each year, maybe with just a change to the branding, signage or other element of the display.
Another factor to consider is the nature of the items that are to be displayed. Are they heavy or bulky? How will the consumer interact with them from the shelf? How often will the display unit need to be restocked? All of these are considerations to look at more when deciphering the most suited materials in the development & engineering stage.
The engineering stage is the bridge between design and production. Once you have decided on your brief, agreed the design and decided on the number of units to purchase, you and your display supplier can move on to this stage.
This stage is where the details of the materials, manufacturing techniques and the development of the unit are hammered out. The size, weight, stability and product layout are specified now, along with any additional detailing. Everything decided now impacts on how the display units are produced and what they will be like when they’re in-store.
The final drawings produced during this stage are the technical drawings used by the factory to produce the items. These will be highly technical drawings and will be checked by a competent design engineer specialising in retail display.
Using an established and experienced retail display provider can save you money and time by specifying the materials and manufacturing techniques to be used, and they should be check all the details at this highly specialised stage. Don’t be tempted to just look over the designs yourself – this is one to leave to the experts and a good reason why you use an experienced supplier!
After the engineering drawings have been signed off, you enter the production stage. Using a supplier that can offer project management, quality control and a range of production methods including access to domestic and overseas manufacturing companies is key at this stage and will add value to the display campaign.
Prototyping will usually be offered on a new item for production or a repeat item that has had significant changes. A one-off unit will be made to assess its suitability, functionality and design to allow you to make any minor corrections to the unit that prove necessary.
Good retail display suppliers should provide solid and reliable project management, keeping you informed with as much detail as you need, as often as you need it, and leaving you free to concentrate on other matters. They should well versed in production techniques, logistics and have great relationships with suppliers.
There is a choice to be made at this stage between using domestic and overseas manufacturers. Your supplier should offer you both, but it is best to be aware of the advantages and disadvantages.
- Domestic production
- Advantages: shorter delivery times; lower project management costs (travel, prototyping, quality control); easier communication (same language, no time difference)
- Disadvantages: costs can be hard to gauge – labour costs and the price of raw materials, so in some cases it may be more expensive than overseas production
- Overseas production
- Advantages: individual unit costs can be cheaper; makes producing large quantities and cheaper unit costs means they can be great for mass production of display items
- Disadvantages: shipping time can be much higher; Language and communication issues; requires additional steps to ensure good ethical standards are met in some locations