Blog Archive : Author: Rocket55

Are Your In-Store Displays Really Working for You? Here’s How to Tell

In-store display marketing is so common in modern retail settings that we don’t often give it much thought. Even the professionals responsible for designing and implementing in-store display campaigns don’t always spend a great deal of time considering whether their displays are really working for them. For this reason, many vendors find that their in-store displays aren’t boosting sales as much as they’d like. There is still a great deal of profit to be made through the effective use of in-store marketing, though, as long as you know how to do it right and how to measure the results. If you’re wondering how effective your in-store displays are, read on and we’ll explain some of the benefits of traditional displays, as well as some analytics techniques for measuring their effectiveness so you can make sure you’re getting the most of your retail marketing dollars.

The Potential Benefits of In-Store Displays
Once you start to consider whether your in-store displays are really working for you (or not), the thought may cross your mind that this type of marketing may not be worth the effort in the first place. With the right combination of print, TV, and/or online advertising, along with discounted pricing to increase sales in stores, do we really need cardboard displays to attract attention? Won’t customers simply find the product on the shelves? Simply put – the answer is no. While in-store displays won’t replace all other forms of marketing, they are among the most effective. OgilvyAction recently conducted a large-scale survey showing that approximately 29% of U.S. shoppers end up purchasing items from categories they weren’t originally planning on, often because of impulses relating to in-store promotions. Out of the survey respondents who admitted to impulse shopping, the majority (24%) said secondary displays (away from aisles) influenced their decisions. In-store demonstrations and price promotions were each lesser influences.

39 pallet display electronics

How to Measure the Success of Your Displays
Measuring the success of your in-store displays will take some effort, but the information that you get will be priceless as you continue to modify your marketing efforts for optimal results. In order to measure your marketing successes in stores, you will need to establish metrics around aisles, departments, displays, and fixtures. Here’s what your marketing analytics team should be looking for:

  • Conversion. What is the bottom line? How many people are selecting products from the displays, and actually purchasing them before leaving the store?
  • Engagement. How many people typically stop to look at your displays? Are they confused by what they see, or interested?
  • Exposure. Is the display located in an area where a lot of people walk by, and can they easily stop to look without getting in others’ way?
  • Sales. How is each area (aisle, department, display, fixtures) performing sales-wise? Are more people picking up your product to purchase from one place as opposed to others?

There are many ways to measure the success of your in store display marketing, from sales data to strategically placed cameras. Whatever you do, just don’t underestimate the potential of this invaluable promotional tool.

Posted in In-Store Display Tactics

Beer Companies’ Winning Plays for Customers in 2015 Super Bowl Season

Customers may not always think about them, but a lot of thought goes into the beer displays used to showcase and promote ales, lagers, pilsners, and other beers in stores. While some companies simply let the products speak for themselves, the world’s most successful beer companies know that in-store advertising can provide a huge boost to sales and brand recognition. This is especially true around Super Bowl time.

Beer Displays for the Super Bowl

The right in-store display not only helps a brewed beverage stand out in a sea of competition, but it also builds brand awareness for every customer who happens to walk by. Keep reading to learn more about the history of beer advertising tied in with the Super Bowl, and see some of examples of this year’s top Super Bowl themed displays.

History of Beer Ads around the Super Bowl
The first Super Bowl took place in 1967, giving American football fans a crowning event to top off the season of games. And for as long as we’ve gathered around our televisions each winter to watch the big event, we’ve seen beer advertisers vying for football fans’ dollars alongside the game. Televised beer ads that air during the Super Bowl – such as Budweiser’s decades-ago famous “Whassup” ad featuring three catchphrase-spouting frogs – are probably the first thing that comes to mind. But print ads are also critical for beer companies looking to profit from the Super Bowl. And that includes printed in-store displays.

This Year’s Super Bowl Themed Displays for Beer
Every year we see beer advertisers marketing to in-store customers well in advance of the Super Bowl. Some stick to the tried-and-true methods, while others branch out and try something new. Here are a few examples of this year’s efforts.

    • New and Inventive In-Store Displays. We saw some new and inventive beer displays during this year’s Super Bowl season. In-store displays shaped like a football helmet or an actual can/bottle of the beer itself, often alongside a realistic-looking cheerleader or football player, were among the most successful.
    • The Tried and True Tower of Beer Cases. One of the most popular in-store advertising schemes we see before the Super Bowl and other festive events is a tower of 12-pack, 24-pack, or 36-pack cases of beer. Large national beer brands, particularly the top three, often arrange these towers outside the beer aisle or near the checkout stands. When accompanied by special Super Bowl signage, this can be an excellent way to boost sales (see image above). And this year was no different.
    • The “Super Bowl Sale” and Cross-Promoting. One of the most recent trends influencing in-store beer advertising before the Super Bowl is the rise of cross-promotions and other special sales and discounts offered only during Super Bowl season. This year we saw in-store displays promoting special prices for beer customers who purchased other products, allowing beer vendors to cross-promote with snack vendors.

Now that the 2015 Super Bowl is over, we can’t wait to see what next year brings. With the 50-year anniversary that 2016 will host, waiting to see who comes up with the best display of the year is sure to be a nail biter!

Posted in In-Store Display Tactics

Learn How Vendors are Courting Pet Owners with Point-of-Purchase Displays

When you think of cardboard counter displays, what comes to mind? Do you think of things like gum, candy, magazines, DVDs, and gift cards? Or do you think of pet food? Chances are, most consumers think of the former list of products when conjuring up an image of the cardboard displays commonly found at the point of purchase. We see these every time we go to the grocery store, and recently it’s becoming more common to even find them at office supply and electronic stores checkouts. But what about pet stores? There are countless people who consider their dogs, cats, and other pets to be part of the family, and they regularly shop at specialty stores such as PetSmart. So how are vendors courting these pet owners? With cleverly designed and placed counter displays, for starters. Keep reading to see how they’re doing it.

Point-of-Purchase Displays to Court Dog Owners
Dogs are often said to be “man’s best friend,” and people of all ages, races, genders, income levels, and walks of life agree. Just look at the sheer number of dog parks dedicated to Fido. And how many restaurants now allow dog owners to bring their four-legged friends along? Now vendors are using counter displays to reach pup owners in many new and unexpected ways.

Petsmart Floor Display 2

While dog food may be too bulky to display at the point of purchase, there are many products such as chews, treats, and toys that work perfectly in this setting. And remember, your products don’t always have to be on the counter – they can also be next to it. A recent counter display for Dentley’s “Nature’s Chews” featured in PetSmart stores utilizes the floor space next to the counter to showcase an ample supply of chews from the floor up to arm-level.

Point-of-Purchase Displays to Court Cat Owners
Just because dogs are “man’s best friend” doesn’t mean there aren’t plenty of cat lovers out there. All you need to do is browse the most popular videos on the Internet to know that we collectively love our feline friends. And since cats are often smaller than dogs, many of the products designed for them are ideal for displaying at the point of purchase.

Aside from the typical treats and toys, vendors can even find great success displaying pet food at the counter. While cat owners often walk into a store knowing what brand they typically buy, displaying new products at the point of purchase provides an opportunity to try a can or two of something they wouldn’t normally buy. Just look at a recent display for small cans of Royal Canin cat food as an example. This display works perfectly at the point of purchase, with options for cats of all ages.

Cat Food Counter Display

With so many cardboard counter displays to choose from, and so many pet owners to market to, are you ready to showcase your products to the dog and cat owners waiting to buy them?

Posted in Retail Display Examples

Get to Know the Steps in Today’s Retail Package Printing Process

Retail packaging has come a long way in the last century, with printing presses that turn plain cardboard and clear plastic into modern marvels for the consumer market in mere seconds. If you have products to sell, whether you advertise them in stores or ship them directly to customers, you have a wide range of choices that extend far beyond the typical brown box or paper wrapping. From plain cardboard displays to four-color printed specialty die cut boxes with high-end printing, there are custom printing options to suit virtually any retail business need. Interested in learning more? Read on and we explain how modern package printing works, from plain boxes to full-color displays, for enterprises both small and large.

62 retail packaging beer

Choosing a Design
Before you can submit an order for printing, you must have an idea of the design, type of box or display, and level of printing quality you are looking for. The design you choose will likely depend on your logo, as well as other considerations such as whether black ink is sufficient or if you require full-color, the number of colors you would like to include, and whether you want additional accents. There are plain boxes without printing, boxes with one-color direct printing, boxes with two-color direct printing, and boxes with high-end printing. There are also counter displays, floor displays, signs and banners, and many other in-store display items you may choose for in-store promotions.

The Prepress Process
Once you have settled on a design and saved it in an acceptable file format, then you will send your files to your printer along with any other specifications such as the type of boxes and level of printing quality. Choosing to partner with a high quality printer will ensure that you’re trusting your project is in the hands of talented print technicians, who review each file they receive and inform the customer of any changes that may be necessary to ensure a quality-printed final product. Your printer should offer to prepare the files and set up the design to take to the printing press for you.

On to the Printing Press
Depending on your needs, budget, and other specifications, you may choose flexographic printing, digital printing, or lithographic printing. Creative Displays Now is one of the few U.S. corrugated packaging companies with a fully equipped lithographic prepress front-end, in addition to flexographic and digital printing options. Machines such as the respected Speedmaster line of presses make it easy to offer a full range of four-color printing services for practically any customer specifications. Here’s how these processes work:

  • Flexographic Printing: A simple process of printing logos and simple artwork with no more than three colors on basic shipping boxes made of corrugated board.
  • Digital Printing: A cost-effective process of printing full-color designs directly on boxes and displays made of corrugated board.
  • Lithographic Printing: Litho-laminating is a more complex process of printing high-resolution graphics on paper, which is then mounted on corrugated board.

So, now that you know a little more about retail packaging, are you ready to design the kind of boxes and displays that will get your products noticed?

 

Posted in Display and Packaging Design, Packaging Examples, Printing, Manufacturing, and Product Pack-Out

The 3 Basic Types of Point of Purchase Displays You Need to Know

With so many different point of purchase displays, the choices can be overwhelming for today’s retailers. There are cardboard counter displays, cardboard floor displays, pallet displays, retail/display signage, end cap and power wing displays, cardboard brochure holders, literature displays, in-store displays for club stores, display bins, case stackers, and more. When it comes down to it, though, there are really only three kinds of retail displays to choose from regardless of which part of the store you’re focusing on. Once you understand the difference between temporary, semi-permanent, and permanent displays, you should be better prepared to choose the specific point of purchase (POP) display that will best suit your needs.

Temporary Displays
A temporary display is typically designed to last a couple of months and is constructed from inexpensive corrugated cardboard. Most distributors prefer temporary displays when they are planning a short, in/out promotion for market testing, new product introductions, or seasonal product promotions. Since they are made from inexpensive materials and designed with flood, litho, or screen-printed graphics, they come with a much cheaper upfront price than other options and are easy to ship if ordered semi-constructed. Temporary POP displays are also easy to recycle. They have many benefits, but temporary displays might not always be the best option for more long-term objectives or for higher-ticket items.

44 retail signage with display

Semi-Permanent Displays
When distributors are looking for an in-store display that will last anywhere from three months to under a year, a semi-permanent display is the most sensible option. A semi-permanent display will typically be constructed from a variety of materials including acrylic, co-polyester, durable cardboards, glass, styrene, metal, and/or wood. These are also known as off-shelf displays or secondary displays, and may or may not be designed with a logo or other brand identifier printed on the outside. Sometimes, semi-permanent displays are also designed to hold several different products from the same manufacturer, which reduces replacement costs. Since these displays also tend to have a higher-quality look and feel with more design potential, they may be more appropriate for higher ticket items. It’s important to remember, however, these displays also have higher up-front costs and aren’t meant to last longer than a year, so careful planning is a must.

Permanent Displays
A permanent display is designed to last anywhere from one to three years – or sometimes even longer – and is often meant to appear as if it is a separate store or kiosk within a larger store. While these aren’t as common as other displays, there are many large retail environments such as a club store where this may be ideal for positioning near the checkout stand or anywhere else in the store where distributors deem appropriate. They have the highest upfront and maintenance costs, and hence the highest risk, but if planned, designed, constructed, and implemented well, they can bring excellent returns on the initial investment. These point of purchase displays are typically made from very durable materials such as glass, plastic, metal and wood, and only an option for major brands.

Posted in In-Store Display Tactics