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retail displays that
sell through. |
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After establishing
your distribution network, designing your packaging and creating
sales support materials, developing an in-store merchandising
program is one of the ideal ways to spend your marketing
dollars. Unlike advertising, in-store marketing communicates
directly to your consumers at point-of-purchase and supports
your distributors/retail buyers. It is a win-win situation
for everyone. Merchandising and displays are critical to
making an impact in-store. With properly designed displays,
you can make an impact on consumers, grab their attention
and sell your products as if you were there.
At Silver, we have a great deal of experience with the design
and manufacture of temporary point-of-purchase displays. We
have created counter displays for impulse purchase, floor displays
that stop aisle traffic and full pallet displays that make
a huge impact.
The first step is to establish the amount of product the display
will hold. Regardless if it is a counter display, power-wing,
floorstand or pallet designs, this step can make or break the
success of the program. Priced too high and retailers may not
want to take the risk of carry the additional product. In addition,
the total weight, production time and shipping costs are other
considerations. If you can fit your consumer packaging into
a stock corrugated display, this can save a lot of time and
expense in creating original dies. However, custom displays
that perfectly suit your product and brand can make a huge
difference.
Success at the retail level is directly related to innovative
point-of-purchase programs. The benefits are endless. Your
merchandising goals should be in step with your marketing objectives.
Allocate a specific merchandising budget, such as allowing
5-7% of your product wholesale costs for merchandising programs.
POP displays have a variety of uses. They can enhance product
launches, build volume sales, reposition product lines, target
new audiences, place product in new areas of the store, etc.
In addition, the display option is a great way to introduce
your product to a store because it does not require provisioning
shelf space- a very limited commodity.
We design each display to be easy to set up and provide detailed
instructions as this increases your chance for prime position
in the store. Once the structure is approved, it is critical
to test the assembly for safety, consumer friendliness and
stability.
For Monini, we developed one display that would fit several
sized bottles. Depending on the customer’s request, the
warehouse would fill the display with the appropriate product
and header card. This saved thousands of dollars since it drastically
reduced the cost of custom dies. The designs communicate Monini’s
established brand image. To stop in-store traffic, the display
was designed with a glossy four-color, silk-screened header
depicting the olive oil bottles on a background of green olives.
The headline we wrote, “Entirely Italian” helps
to communicate the brand’s strong connection to its heritage.
For Kristian Regale, we created two eye-catching pallet displays
that held over 100 cases of product. The displays are brought
into the store using a forklift eliminating the need for stocking.
The client requested the display have 360 degree access so
we had to be creative with our graphic areas. Since KR’s
product is a non-alcoholic beverage, the two pallets were given
the graduation theme for springtime and Holiday theme for use
in the fourth quarter.
Successful merchandising reinforces your advertising, marketing
messages and unique selling propositions. Using bold graphics
and an attractive design, POP displays can make a hug impact
in your sales efforts. Call today to discuss how our expertise
can increase this year’s sales figures.
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