Whether you’re buying POP displays (point of purchase displays), “standee” displays, pallet displays or any other type of retail store display, one major complaint coming from display vendors/suppliers is that they don’t receive enough information from their buyers to adequately provide them with ideal project solutions and easily comparable quotes.
****NOTE “Retail Store Display” is a generic term that describes many types of displays: Pallet Displays, POP Displays, Standee Displays, Counter Displays, Dump Bins etc. However, most people searching the internet seem to be using the term “POP Display”. Therefore, even though I would prefer to use the term “retail store display” throughout this article, I’ll be using the term “POP Display” instead.
So here is some important information your POP display vendor will find helpful to better understand your needs so they can offer you the best solution at their best price. Do your best to provide as much relevant detail as possible; some of the questions may be unknown to you or not applicable.
What is the Primary Retail Market for Your POP Display?
- Types of stores? (grocery, mass, club, convenience, sporting goods etc)
- Geographic location of stores? – i.e. national, regional
- Number of stores to accommodate?
- Are there any specific store requirements? – many stores have weight and size restrictions for POP displays
- Will your retailer require logistic testing or trials for the POP display?
The Design – Marketing and Overall Look for Your Store Display (POP Display)
- Prototype needs – Do you require a display prototype? How many? Would 3D renderings work instead?
- What is the purpose of the POP display? – Initial launch promo, trade show, routine floor item
- What style of display do you need? – i.e. counter display, floor display, ready display shippers, pallet display, PDQ Displays
- What is your main competition? – what type/style of displays are they using? (if any)
- Tie-Ins to other media or marketing efforts? – What other printed pieces should be of concern to acheive a cohesive look?
- Previous display campaign? If yes, in what areas would you like improvements (printed graphics or structural design)
- What is your budget? – to properly gauge materials and assembly costs
- Do you have existing artwork? What format is it in? – Some formats are not appropriate for printing i.e. low resolution images
- Do you need a partial or complete redesign of artwork?
- Is there any type of production material or methods you prefer to be avoided or utilized? – your budget will also help determine this
- Length of exposure for display in store? – if the display is going to be in stores for a long time it will need to be made of sturdier materials
- Is there any existing tooling that can be reused? – this can save you money
- Will the display be moved often/daily? (to clean floors, bring to a secure location for the night, to restock nearby shelves etc.)
- Will the display be well lit? – if not, lights can be incorporated into the design
- How many units of product are to fit in each display?
- Project confidentiality requirements? – If you have any concerns with the privacy of your project, please ask to have an NDA signed before anything is started
Logistical Considerations – Assembly, Fulfillment, Warehousing, Shipping
- Critical dates? – make known all important deadlines and make sure to include ample buffer time
- Phased roll out or immediate? – will all the displays be produced at once or in increments?
- Will you be requiring trained personnel to help with assembly or fulfilling?
- Will you need warehousing for inventory of products and displays? – i.e. if a fulfillment center will assemble/pack-out for you, where will you keep any displays not yet being used? Will your product need to be warehoused until the displays are ready?
- Preassembled displays or in-store assembly by a store employee? – this will determine: 1) how complex the display should be to assemble and if you’ll require instruction sheets for the assembling parties 2) how much you’ll need to protect the display in transit
- Shipping method? – Via freight truck or as singles (UPS/Fedex) – Will the displays be fully loaded with product prior to shipping?
With regards to assembly, fulfillment and warehousing mentioned above, some display vendors can offer very attractive all inclusive programs that are often worth considering.
Buying POP displays for your product(s) is a challenging task and an expensive one, but the potential returns on this investment can make the whole process worthwhile. It really comes down to working with the right POP display supplier and being as thoughtful and thorough during the entire process as you can be. I hope this list will help you get the most out of your next POP display project.
Here is a downloadable PDF checklist (of the above information) for your convenience: Buying a POP Display – Getting Organized Checklist
This has been a part of my tutorial series called How to Buy Packaging 101. So click the link below to head back if you haven’t finished reading it yet. 🙂