With so many choices in the retail merchandising world, it is no wonder retailers and product marketers are not sure where to start when it comes to making decisions about a point-of-purchase product display. From simple branding, to color, to material types and kinds, heads start to spin and ideas seem to run wild when the possibilities are endless. In order to better understand what type of display fits your brand and product’s needs, you may need to ask yourself some basic questions about your retail display:
Ask yourself and your team:
- What is the objective? Do I want to launch a new product? Do I need to promote a trial run, an out-of-stock item, or just show off my brand’s image?
- How long should the program last? 4-6 weeks? 7-12 weeks? Longer?
A retail display must communicate vital information to the consumer, including position, value, and an overall image to encourage consumers to buy. Customers want to touch, experience, and connect to a product; therefore a custom display is a necessity to retailers and marketers alike. There are two types of point-of-purchase displays that a retailer can choose from. Which type best fits your brand?
A TEMPORARY POP DISPLAY
The first is a temporary display. This type of display is designed for a period of 4-12 weeks and is usually constructed in corrugated (cardboard) material with a screen, flood, or litho print graphics. They are designed for one-use only, and are an effective way to communicate a low-cost brand position so they can be seen as “cheap and cheerful.”
Pros and Cons of Temporary Displays:
Pros- Up-front costs effective for distribution and inventory gains, look and feel is usually rectangular and positions a low price point value product well, used for specific objective for a short time, can be recycled, versatile, light-weight.
Cons- Assembly required, short life cycle management, low perceived value, store staff removes from floor quickly, can take a beating from overall store floor (customers, floor cleaners, movement, etc.), high tooling price.
A PERMANENT POP DISPLAY
The second type of display is permanent. These displays are designed for a displays period of 12-52 weeks and are made with more durable materials. This is Sharn’s specialty! These types of displays have limitless potential in terms of design, materials and functionality. Plastic, wood, and metal are just some of the strong materials used in the construction of these displays in order to capture the brand’s positioning and essence.
Pros and Cons of Permanent Displays
Pros- Claims retail territory, cost-effective life cycle management, completely flexible and can be designed to anything you want it to be, simple implementation (shipped and ready to go), better reflection of brand positioning, which increases market share, flexibility of use, ability to last long, unique to product, can be used for years.
Cons- Higher upfront costs, but display cost per week is lower due to longevity on floor, longer planning time for proper engineering and prototyping
When considering your retail display strategy, there are many factors to consider when choosing the type of retail display for your products. It’s not just a home for your product; it’s where they get sold!
You must consider your overall objective, your timeline, your needs as well as the needs of the retailer, ability to reflect brand image.
Of course, here at Sharn we are a bit biased towards permanent displays. Since 1974, we have been designing and manufacturing custom retail fixtures out of wood, metal, and acrylic. If your needs align with our capabilities, let us know and we will do everything in our power to make your product and display stand out among the rest.
For more information on Sharn Enterprises, Inc’s permanent displays, check out their website at http://www.sharndisplays.com.