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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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At the same time, the economic downtown forced consumers to spend greater time comparing product value at the point of purchase.

Ease of selection is exceptionally important; the display that facilitates testing or handling has an edge over those that don’t. For example, a hair dryer display should offer dummy products (without a cord) so that women can pick them up to check the handle for comfortable fit and determine if the weight isn’t too heavy.

The use of sturdy materials such as injection-molded and vacuum-formed plastics, wood, metal, wire, and heavy-duty corrugated cardboard help ensure that displays will hold up to all the wear-and-tear in the field.

By considering the new realities of retailer and consumer demands, product manufacturers can specify displays that propel increased sales despite challenging times. Display designers/manufacturers must take this complicated retail world and simplify it, although it may not appear that way to the consumer. Subconsciously, the display attracts the consumer, with a strong message—“Buy me.” But in the end, the consumer will get home and say, “Look at this cool thing I found.” And that’s the mutual goal for brand owners and P-O-P manufacturers.

Andrew Freedman is the CEO of Design Display Group (DDG). Founded 25 years ago, New Jersey-based DDG is an innovator in merchandising design and display branding and a leading manufacturer of displays and fixtures. 1-201-438-6000;