Trade marketing toolbar – Display

What makes a display work? Why do some of them multiply sales while others remain practically invisible? Are their golden rules? What are the latest trends? To display means making something visible. In the field of FMCG, displays are stands used to bring attention to a product; they are often the tools of secondary placement. Stands used for months or years are made from more solid material – metal, wood, acrylic glass, plastic – and form part of the retail space’s furnishing. Temporary displays are made from paper and vary in size. More and more often we come across solutions combined with electronic and digital technology; what is more, interactive, computer-based displays are expanding rapidly. What makes a display work? First and foremost it must be technically capable of realising the set goals. It must be defined how many displays are needed, what physical effects should be considered (e.g. light, floor cleaning water, etc.) and the number and weight of products placed on the stand. Highlighting product advantages and communicating the brand are of major importance too. According to Ákos Németh, the managing director of IS Displays Kft. a good display makes a brand stand out from the crowd with its structure and graphic design. In his opinion those displays are successful which are the results of mutual thinking by the brand’s representatives and the display’s designers/producers. Gergely Bognár, sales director of STI Display Hungary Kft. says that a display is good if it draws attention, presents the product as creatively as possible and is easy to use by the consumer. At STI they use cutting edge technology, even 3D presentations before producing a sample. It is worth providing the display producer with as many products as the stand has to hold. It must also be made clear in advance how much time producing the display requires. IS Displays Kft. usually needs one week for planning and two weeks for production (counted from the day of commissioning). Ákos Németh sees great potential for innovation, for instance creating own standards, plastic-based solutions for products displayed in bulk or introducing mobile totem systems to the Hungarian market. In 2010, the company will come out with vinyl-base pour-in offering displays and paper totems. STI group established its own on-line store where orders can be placed and the display is delivered within a couple of hours. Their innovation team now works on a new project that focuses on applying UV-paint on a special base material. Details about the project will be revealed in the Future Store at Foodapest.