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.
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:
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.
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