Part 1 of 2 [Design Phase]
Let’s say you are a CPG (consumer packaged goods) manufacturer and you want a compelling retail display to showcase your merchandise at multiple retail locations. Smart objective, considering it’s a fact that when a branded display is present in store it increases product sales as much as 40% according to POPAI.
The execution of a successful POP merchandising display campaign requires careful design and engineering consideration from the get-go. If any element of the dimensional display is slightly off it could be costly, the project could be majorly delayed, and worse, it could fail at the store level. In order for a display to be successful at the point-of-purchase, you’ll want to work with a supplier that is not just an order taker- producing your project to spec, but a partner that’s got your back, adding value in the design phase and using proven best practices and quality control procedures to overcome any challenges in the production of your display. You’ll also want to allow plenty of time to get it right. (Haste makes waste!)
To illustrate how a typical display project rolls at KDM we’ll take you through a merchandise display execution for a national beverage manufacturer, highlighting best practices along the way in both the design and production phases. We’ll start with the Design Phase for this article and share the Production Phase in our Part 2 of 2. It went something like this…
PHASE I: DESIGN
UNDERSTANDING THE SCOPE OF THE PROJECT:
Communication that ends with completely understanding the scope of the project is of utmost importance for success. Some basic considerations needed to be understood before the concept and design process could begin.
- Details like lifespan- whether the display is intended to be temporary, semi-permanent or even permanent in nature?
- Understanding the product(s) being displayed- how many and what is the size, shape and weight of the product?
- What are the retailer’s expectations? Where will the display be placed in the store: shelf, counter or floor?
- Considerations like in-store traffic patterns?
- What is the best print method based on art, quantity and turn time?
- Distribution to the stores- how will it ship efficiently and safely to multiple destinations?
CONCEPT & DESIGN PHASE:
The majority of time dedicated to a display project should be spent upfront in the design phase; working with brand marketers on the design, white samples, art creation and prototyping. In this scenario, the Bevco wanted to create a quantity of 250 merchandise displays for a localized in-store promotion for the Tampa Bay Buccaneers to kick-off the NFL football season. The display was to hold approximately 100 20oz bottles. The display would be temporary and needed to be flexible in its application by either sitting on an end cap or on top of a pallet full of product at the Publix supermarket locations in Florida.
3-D renderings were designed of a pirate-themed treasure box that would hold 100 bottles and not exceed an end cap shelf at 36” wide. KDM produced a white sample (a prototype with no artwork) made on E-Flute and submitted to Publix for review. Some minor tweaks were made to height and size. The die line was created and sent to the creative agency to create the art to fit our die line. After receiving the art, a printed mock-up was generated to show the client and the creative agency. It was then decided that the display would also need to look like it was merchandised even if it was empty (their prerogative). So, new art was created that would make it appear like the treasure box was full of bottles. Another internal mock-up was made to double and triple check that the display would function properly before it went into production.
The display would be constructed of a combination of 32 and 44 ECT E-Flute for structural stability and ease of assembly at the store level. The best print method for the project was determined to be screen printing.
Up to this moment the process has taken almost six weeks. The extra time spent in the design phase is necessary in order to make the production go a lot smoother and be less costly.
Tune into next week’s KDM Blog for Part 2 of 2 [Production Phase].
We’ll take you through the treasure chest beverage displays’ print production and share best practices in the workflow and the importance of quality control procedures along the way.