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 firstname.lastname@example.org.