Create your display this way!

One of the key elements in an efficient in-store promotion campaign is using the right displays. SHOP! named 9 guidelines for developing in-store marketing materials which can help maximise a campaign’s ROI.

1. Design to target the right audience – it is vitally important to know your target shopper or audience before the design process begins. 2. Abide by the specific retailer rules and expectations – a ‘one size fits all’ POP kit doesn’t fit in the requirements of all retail chains. 3. Ensure ease of assembly to maximise compliance – it is important to know who will be responsible for setting up the display at the store level. 4. Make sure the display is durable – the extra time spent on making sure the display is durable is vital to its success. 5. Ensure ease of restocking and ease of access – we must also make sure that both filling the display with products many times and taking them off can be done easily. 6. Value engineer to reduce production costs – this is the process of reducing the costs of POP materials and displays without reducing quality or impact. 7. Ensure on-time delivery – this is also key as delivery time is often scheduled to match campaign launches or logistic processes. 8. Specify placement in-store – even if we have developed the best marketing campaign in the history of the company, installing the display in the wrong place can ruin everything. 9. Be aware of the latest trends and innovations – both POP and FMCG brand manufacturers can only be successful if they are one step ahead of competitors. //