Author Archives: Annette

The Point Of Purchase Industry Is Now a Tech Industry



By Katie McKillip-Von Feldt

It used to be when we thought about tech companies, Microsoft, Apple and Google often came to mind. But in our digitalized world today, almost every company is a tech company. The POP industry is ripe to take advantage of the advancements in technology especially as the retail landscape changes and engaging customers plays an integral role in the new “shopping experience”.

The integration of technology in the point-of-purchase industry began slowly years ago when LED lighting, touch screens, and monitors eventually became standard to engage customers at the point-of-sale. Most of the components were engineered and carefully placed within the display unit, out of the sight of consumers.

Now the industry is integrating technology at light speed, manufacturing displays that not only attract consumers’ attention but also give them the ability to interact with products like never before.

In addition, technology offers marketers direct feedback on the type of interaction consumers are having with the product. Design Phase’s most recent work for LG Electronics OLED and Super UHD TV’s gave LG direct feedback on which TV monitors were being sampled at the point-of-sale.

View the case study here.


Our recent work for LG Electronics Home Appliances, which premiered at this year’s CES, takes it a step further. To reflect the “technology and applications” of the LG product line, Design Phase created and produced a 25 ft. by 10 ft. by 4 ft. LG experience wall which featured the most recent LG OLED TV and Soundbar, Smart Refrigerator, Range, Dishwasher, Washing Machine and Home Bot Vacuum.

The display featured 2 touch screens for further product information and, which featured a dynamic video presentation. But the driving force behind the display was to showcase LG’s smart home initiative, which adds artificial intelligence to all of its smart appliances that can now be controlled by voice commands.


The LG ThinQ technology platform can also be integrated along with the Google Home or Amazon Echo. The display gave shoppers the ability to use the voice activation system and manage the appliances while in the store.

As clients and their products become more tech oriented and we enter a new age where technology begins playing a larger role in our “futuristic lifestyles”, now is the time for point-of-purchase displays to help retail embrace the new paradigm.

Katie McKillip-Von Feldt is National Account Manager at Design Phase Inc., a leader in the point-of-purchase industry and has served on numerous judging committees for POPAI and Path To Purchase.   With over 30 years in the industry, Design Phase’s innovative displays for some of the world’s largest brands including Microsoft, LG Electronics, Disney, and Bose have won a multitude of awards, including Display of the Year five times. Katie can be contacted at




Selling As A Partner In The POP Industry


By Louis Young

When it comes to creating point of purchase displays, buyers are inundated with phone calls, voice mails, and emails hearing how they can help grow sales at retail. In order to break through, it’s important to become a business partner in addition to a salesperson.

The Retail Market Is Changing…And Quickly

With the retail market in constant flux, new ideas and business models are being quickly incorporated into how brands are engaging customers at the point-of-purchase.
E-commerce integration, new interactive technology, and engaging displays are all part of a trend in attracting customers to a new “retail experience.”

It’s imperative that point-of-purchase display companies embrace these changes and adapt to provide their clients with innovative solutions that include a deeper understanding of their product and of the market.

What Can You Tell Me That I Don’t Already Know?

Clients know their products, they know the competition, and they know the industry.
As an “expert” in the designing of displays, what can you tell them about enhancing that display to engage customers. What new and innovative technologies are out there which push the boundaries on how consumers are “experiencing” products?

It’s often said that, engaging customers at the point-of-purchase is the final frontier where they make the decision to buy or not. How will the design features of a retail display catch the attention of shoppers and make it easy for them to interact with the product to further solidify their purchasing decision?

Another important consideration is how the display reflects the overall personality of their brand and company? Incorporating design features that are in conjunction with the overall brand “identity” helps to further extend the messaging.

Being Their Eyes and Ears In The Marketplace

While doing store research and I see a store display or environment that catches my eye, often I will text a picture out to potential clients to keep them abreast of the current retail environment. Just as my clients and prospects are experts on their products, POP design firms need to be experts in the retail space.

Designing within the parameters of a retailers store specifications and getting their buy in, is important in producing a display that succeeds in that environment.

There are many factors in launching a client’s in-store / POP program, some of which combine understanding the overall brand and what the client has tried and not tried at retail before. These basics have influence into the design of the display.

What is the display budget? In-store date? Electrical power requirements? What product is being displayed? Life of the program? Modularity / changeability needs? Will store associates be interacting with the display? What is the retail customers’ expectations when buying the product? What does the customer expect to experience? What do they want to experience? What is the brands vision and definition of a successful program? What does that look like specifically? What are those metrics? Is this program a candidate for interactive technology to engage customers at a more impactful level?
How will the display be integrated into the specific store environment and guidelines?

This all comes through a deep understanding of the brand product, the market, and a commitment to developing a trusting relationship with effective communication.

Louis Young is a recognized leader in the Point-Of-Purchase industry for the past 10 years serving as National Account Manager for Design Phase Inc. Working with some of the world’s largest brands, Louis has piloted programs that change the way we shop and has worked with major retailers in developing some of the most recognized point of purchase display programs. He can be reached at

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Mike Fahey, DP’s Model Shop guru, met the Knipp race team last summer.   At the time, the team’s Crew Chief…and only crew member, had a broken leg and using crutches.  Mike offered to help out and we have been together ever since. Wishing everyone on the Knipp team a SAFE & GREAT 2017!