It is one thing to have the greatest product in the world, but if it is not displayed at the retail level properly than your chance of success diminishes greatly. Here are some tips when designing a display at the point of sale.
Know the Retailers Display Specs
This should be your first step in the design process. Retailers across Canada and U.S tend to vary in their requirements. This is because they want their own, unique store layout to give a custom shopping experience to their consumers.
Wal-Mart, Loblaws, Costco, Shoppers Drug Mart, Zellers (soon to be Target in Canada) & Jean Coutou all have different shelf sizes, floor space, and pallet dimensions based on their store layout. Be aware of this prior to engineering a retail display.
Determine the Yield (Amount) of Product
Prior to the engineering of the display you need to determine the amount of product per display. This should be based on 3 things:.
- 1. Determine your ROI. How much does the display cost to produce vs. how much the product sells for.
- 2. Display Durability. The heavier the product the more durable the display will need to be. Corrugate displays can be engineered to support a very large weight capacity and is a cheaper alternative to plastic/ acrylic displays.
- 3. Retailer Demand. Some retailers will only purchase a small yield so they are not left with a large overhead.
This is especially true for smaller, start up products that do not have a sales history
The actual graphic lay out is probably the most important feature (in combination with location) of a display in terms of selling the product. Consider several layouts by digitally mocking them up and testing them. Successful designs should present:
- 1. An almost instant communication of what the product is and does.
- 2. Contrast in comparison to competing products. Complete store checks to see what others are doing.
- 3. A consistent brand identity. Use familiar designs from your other marketing initiatives in order to eliminate consumer confusion.