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Retail Display—Three Viewpoints That Matter in Today’s Economy
By: Andrew Freedman
Posted: June 22, 2010, from the July 2010 issue of GCI Magazine.
The original design for Estée Lauder provided a side-to-side sliding half tray for product underneath. The redesign houses more product because the drawer can be converted into a full-size tray that completely slides from side to side, revealing the next level below.
page 3 of 5Retailers Weigh in Heavily in Design Decisions
If anything, P-O-P displays have gained even more importance in the eyes of the retailer since the ranks of sales personnel have been reduced through economy-driven layoffs. The display, alone, must often sell the product. Yet, retailer-driven demands have only increased with the emergence of “store as brand.” Having to integrate the display into the overall store design makes it tougher for brand owners to differentiate their products at the point of purchase.
But the retail environment is key. Stores have their own identity—the product display at a major department store will look very different from the display for the same product sold at a warehouse club. But there still has to be some synergy between the two so the brand can “live” and be easily recognized by the consumer in either venue.
Innovative design and good teamwork on the part of the P-O-P display manufacturer can address these competing demands.
One new trend is for some manufacturers to go to the big retail chains first, ask them what they expect in a display, and then approach the display manufacturer to arrive at a solution that pleases all three parties. With up-front knowledge of the product manufacturer’s concerns—such as aesthetics, size, cost, expandability and updateability, as well as the retailer’s concerns (which include in-store logistics issues such as traffic flow and lighting)—the display designer can incorporate all facets into one display that improves sales.