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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.

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Take the aspect of the increasing need for the display to fit the most amount of product in the smallest amount of space.

Design Display Group (DDG), for example, often receives requests to design a display that’s limited to a 12-inch by 12-inch footprint, as per the retailer, so that it won’t block an aisle or fit onto an already crowded counter. But if the display must feature a tall riser with a big graphic, it could fall over backward. Overcoming these physical constraints is part of the engineering of the display. Sometimes DDG will build in weight to the base—things like wood, metal strips or lead pellets.

The Customer-centric Focus of Today

The third viewpoint, and perhaps the most important, is the consumer. In part, due to increased Internet browsing and aggressive direct mail programs, discerning shoppers are now pre-planning their purchases and looking to the display to tie in with product advertising and brand loyalty programs.

Displays can make or break the consumer’s perception of the brand and its experience. A successful display will telegraph to the shopper that the product and the display are integrated, reflecting the quality of the product and the cohesiveness of the advertising message.