Why You Need to Consider Design and Logistics to Create Effective Product Displays
A great in-store experience is essential to attract customers and drive sales. Product display, a critical component of that experience, is often overlooked and yet a thoughtful, well-designed retail display can be the difference between someone who makes a purchase and a shopper who walks out the door empty-handed.
Point of purchase displays and product packaging work together. Displays generate interest, highlight product features, and encourage impulse purchases and cross-sells. Attractive and informative packaging communicates the product's value to potential customers and reinforces your brand identity.
However, even the most eye-catching displays won't help generate sales if you can't get them to the right stores at the right time.
If the logistics of building, storing, and stocking a display are mishandled, a well-designed concept may never see the light of day; it might not be delivered and installed as planned, it might be too difficult to assemble, or it might not fit in the available space.
Conversely, perfectly orchestrated logistics and great placement can't make up for poor messaging and design. You need both.
Building product displays to retailer specifications
A brand manager who thinks about both design and logistics at the beginning of an installation has a much better chance of creating a successful in-store display that meets retailer specifications than one who doesn't.
That's why retail logistics is a team sport. It's important to make sure sales channels, manufacturers, and logistics partners are all on the same page. Careful planning and execution are required for even basic steps, like making sure the right inventory and packaging are available where and when you need it.
You'll need to coordinate everyone's efforts throughout the entire design and delivery process. Here's how:
- Understand retailer requirements - make sure everyone knows the retailer's unique design specifications including size, materials, color, and branding guidelines before creative ideation begins.
- Define purpose and goals - get agreement on the task at hand: are you showcasing a new product? Increasing sales of a well-known product? Promoting a seasonal sale or discount? As always, form follows function and your design should reflect your marketing goals.
- Begin concept development - with goals established, start sketching out ideas or creating 3D mockups to visualize your new display.
- Establish a budget - (this is usually where the rubber meets the road): make sure you source materials and calculate production, assembly, and installation costs before you fall in love with a one-and-only design concept.
- Give it a test run - use your design plan and approved budget to create an exact prototype; ensure that the new display meets all the retailer's specifications and that it works effectively in an actual store location.
- Refine and finalize - refine and finalize production specifications based on the feedback you received about your prototype. Make any necessary adjustments to move manufacturing forward so you can meet scheduling requirements and delivery deadlines.
- Manufacture and install - now go ahead and build and install your new displays. This may involve multiple production teams creating multiple displays for multiple store locations. Keep a close eye on each grouping to make sure everything is positioned and secured properly.
- Monitor performance - Finally, start collecting data on unit sales, customer engagement, and pre-and-post display revenue to determine effectiveness. It will help you know what's working and what's not before you invest in your next display.
About Cura
By now we hear you asking, "But do I have to do this all myself?" And we say, "not if you have the right retail logistics partner".
At Cura Group we understand that managing in-store display and logistics is more work than many companies can do themselves. That's why we offer a flexible, customizable approach to end-to-end localized warehouse and distribution for any size business. Our comprehensive solution combines structural and creative package design services, display building, warehousing, inventory management, and pack-out services — all under one roof.
For more information about the new Cura Retail Logistics division, reach out to Casey Wakula at caseyw@curarg.com, or contact us to learn more.
Related blog posts:
