Which is the best retail marketing solution for you?
Types of permanent display solutions explained
In the field of instore or shopper marketing, a lot of effort is dedicated to developing the most relevant display materials. Because effective display can help compete for retail support, it's crucial to understand the different types and how they create an impact.
10 minutes
#marketing #POP #merchandising
June 2023 — bh
So, what's the key to a relevant retail display material? It's 100% customization! There are numerous good solutions that can be adapted to any context. From counter-tops to specific shelving units, investing in display can provide a great return on investment.
The effectiveness of a display doesn't solely rely on its visual spectacle. Even the simplest materials can boost sales if they strike the right chord and are part of a consistent merchandising and instore communication strategy.
In this article, we'll start by defining retail display and explaining how it fits into the marketing communication mix. Then, we'll focus on permanent solutions, delving into two groups: free-standing displays and fixed installations. Both of these are commonly used in various categories of the fast-moving consumer goods (FMCG) industry.
Before you move on
Combining imagination and industrial knowhow, PILOTES creates and makes customized, permanent, and multi-material point-of-purchase solutions and furniture. We specialize in meeting the unique instore and merchandising opportunities and challenges faced by brand manufacturers and retail companies. Our goal is to promote visibility, attractiveness, and sales by effectively and simply subliming product offerings. Family owned and operated, PILOTES offers strong ecological and societal benefits.
Retail display, definition and meaning
Retail display is a marketing tool used in stores to showcase and promote products to shoppers. When creating marketing strategies for retail, trade or instore, one of the main focuses is on the appearance and communication goals of the display. It often serves as the first point of contact between the brand, the product, and the consumers.
Any brand that sells products in physical retail stores utilizes retail displays. Specialists in merchandising are usually the ones responsible for designing and implementing these displays, especially when introducing new products, promotions, or reactivating interest in existing ones. They ensure that the displays are functional and durable.
Usually, consumers become aware of products through advertisements they see or hear outside of the store, such as on TV, radio, social media, magazines, etc. Once they enter the store, retail display units take over to trigger relevant memories and attract shoppers towards the products, whether consciously or not.
With countless products on monotonous shelves, it's challenging for a product to stand out. If a customer doesn't see an item, they won't buy it. Retail display units enhance the visibility, accessibility, and tangibility of the products in the physical environment. Research indicates that buyers tend to engage more with what they notice first (selective focus).
Point of sales display unit — explication and examples
A point of sales display unit (POP, POS, point of purchase, instore, ...) is any free-standing instore presentation that draws attention to its location. It exists separate from the fixed store installations and holds articles from which the consumer can shop. They effectively feature an offer into the shopping journey in the middle of the aisles or throughout the store. Free-standing or stand-alone displays play an important role in any instore marketing or merchandising strategy. They are carefully designed to stand out on the shop floor, where the majority of purchase decisions are still made.
1. Floor-standing display unit (FSDU)
Stocked with merchandise, a stock-holding floorstand elevates the visibility and accessibility of the products being presented at the all-important moment of truth. Featuring eye-catching shapes, bright graphics and colors, and original material use, they look attractive with everything neatly organized on specific shelves or blister hooks. They increase brand awareness and entice a visitor to inspect what is being displayed.
-> Related article: Why a floor-display should be part of any marketing mix ?
2. Isle unit
These are free-standing floorstands that can be accessed from any direction. They are situated anywhere in the store where there is an open space. They are powerful displays since they break through traffic-flow patterns and keep shoppers engaged.
3. Display cases
A display case (or cabinet) is a kind of free-standing display unit that is closed on all sides by glass or transparent plastic windows. It protects the most valuable articles from direct contact with visitors. To gain access to the articles, buyers may have to contact shop associates who will retrieve the item from the display unit. Because of their security, high-end items that are prone to theft will often find their way into these displays.
4. Glorifier
Brands can design unique glorifiers to display their offering in a non-traditional way. Serving ornamental purposes with a exceptional visual experience, that is simultaneously attractive and informative to the customer, glorifiers represent the perfect platform to set a product in scene with almost unlimited possibilities regarding shape, design and material. Since glorifiers are only intended to theatrically bring out qualities and features, buyers can find it on its home shelf.
-> Related article: Spirits & drinks: use a bottle glorifier to stand out in hospitality outlets
5. Countertop display unit
A counter display unit is a stand-alone presentation, usually with smaller items. Placed on a shop counter or a table, it encourages consumers to purchase spontaneously. They are a great way of showcasing products instore without utilising footprint.
-> Related article: Countertop display: the most direct advertisement
6. Store window display
Animations are set up in the window of a retailer to entice potential clienst to come in and take a look. These window displays are beneficial as they represent the retailer and can be the deciding factor on whether a passerby enters the store. They can create a visually attractive design that conveys a brand, an offer or the retailer.
-> Related article: Retail Window Display: Tips, Ideas & Inspiration
7. Gondola display unit
Gondolas are larger 1 to 4-sided, free-standing shelving units that appear in larger open areas of a store. Meant to house items for as long as needed, they can have repositionable shelves which allow for more than one type of packaging to be displayed. While they typically are made from metal, there are numerous options for brands to promote through graphics, scenery and attractive color schemes.
8. Informational POP display
This category covers all the signage solutions to guide and orient visitors, but also to inform them about features, benefits, technical information, use, etc. The materials do not always refer to a product. In practice, the distinction is not always straightforward ...
-> Read more: The 2 pillars of instore marketing: presentation and instore communication.
-> Read more: 7 types of instore messaging ... and how they influence shopping behaviour?
9. Digital POP display
Digital strategies, along with technological devices in digital displays, create opportunities for traditional retailing (and brands) to orient choice, advise on features, help to sell, make the most of the (limited) physical space, ...
10. Shop-in-Shop (SIS)
In larger shops, shop-in-shops (literally, a shop within a shop), or corners, are used when a brand can dedicate a larger area entirely to selling a broad assortment. Because of the diversity of the physical spaces and for optimal use, modular design is a must. All kinds of modules with various functionalities are used as building blocks for the customisation of the assigned space. In these mini-stores, the brand can immerse prospects in its universe. They get the exact feeling that a brand wants to radiate, no matter which shop they are in.
Retail shelving — explanation and examples
One of the most important factors of successful stores is the impact their fixed installations have on visiting public. Every detail has been thought-through for a subtle game of seduction and conversation. Thanks to a pleasant scenery and a clear layout, customers will stay longer or come back more often. Here's some of the most common attention-grabbing options :
11. Retail shelving
Shelving units, or racks, are used to display and stock merchandise. They organize the shop floor in aisles and draw traffic patterns. They look neat and tidy and keep the assortment clearly presented and ordered.
Sometimes store shelves are to be adapted to the specific characteristics of the packackings being presented. This provides an opportunity to innovate with attention-grabbing design, accents, colour, light, graphics, layout and, above all, a flawless interaction with the merchandise. Instead of standard systems, brands can develop tailor-made racks that allow for a more dynamic presentation and a memorable visual experience for visitors.
-> Read more: The most effective shelf management solutions explained
12. Endcap unit
Paired with shelved units, endcaps are placed at the ends of the aisles. Since visitors pass by them when going from one aisle to another, they give a prime location to attract a lot of eyes — and passerby walking through the main alleys can see products without even going down the aisle. As with gondola shelving, end cap units are sturdy, heavy duty retail shelving options that can handle heavy merchandise.
13. Checkout display
Shop visitors do not want to wait at the checkout. That is why stores pay a lot of attention to a smooth scenario in the queue area — the busiest zone, also in terms of merchandising. The "aisle of temptation", as we heard it referred to once, is a display of small, affordable items. Checkout or front-end displays are low shelved units that require specific design and layout, among other things, to accommodate the diversity of the assortment.
-> Read more: Front-end displays drive up-selling in the checkout area)
14. On-shelf display unit
An on-shelf display (in-line or in-aisle display, shelf-on-shelf, ...) is any type of presentation that exists on a store shelf. They organize the allocated space to showcase, inform and interact with shoppers, put forward a novelty or a promotion, clarify or categorise an assortment, .... The physicality of these instore solutions allow for unrivalled creativity. Shelf-edge trays and frames can be used to break through the visual monotony of retail shelving.
15. Shelf stopper
A shelf stopper (or a shelf talker) is the signage material you see sticking out perpendicularly to aisle shelves. Similar to a wobbler, it increases the stopping power of an article and improves brand image. They're powerful instore marketing tool to bring an item into the spotlight within the aisle.
-> Read more: 5 tips to stand out on retail shelving with a shelf talker)
16. Sidekick display unit
Also called a power wing, a sidecap or an endcap side display, these are small point of sales solutions designed to efficiently maximize the use of space. They give the chance to get a product on shelves beyond primary placement (dual location), or simply to add extra facings. They are also ideal for cross-merchandising as they can bring together items that may be consumed together. Placed in adjacency categories to drive awareness and impulse purchases, the customer no longer has to change aisles to get the complementary item.
17. Shelf enhancement
Existing shelves or racks can be enhanced. Combining creativity and technical know-how, retail marketers increase the visual appeal of the homebase of a product offering. Fronts, cards, banners, overlays, frames, together with the use of colors, graphics, light, original materials and communications engage with customers, add decor or service, e.g. through segmentation - customers can scan the range faster and find what they are looking for.
-> Read more: De oplossingen om winkelrekken in te richten
Appealing display can make the difference between attracting a prospect or losing a customer to a competitor. Here at Pilotes, we believe in the power of premium display. Our 25 years of experience allows you to enhance the appearance of your choice instore. Reach out today to set up a free consultation. We'll find the best solution for your brand.
Date: July 2020 — bh
