How to Avoid Common Mistakes in POP Design

How to Avoid Common Mistakes When Developing POP Displaysďƒź Items to address throughout the design & planning phases

The Challenges of POP Design You’ve worked hard to develop products that are desirable to consumers. But how do you make your merchandise stand out and grab consumer attention in a busy retail store?

The end goal, of course is to make your retail-ready packaging and point-of-purchase displays attractive as well as functional – so they catch the eye, grab attention of consumers, and clench sales.

Our guide will: I dentify red flags and common pitfalls of design, architecture, and store logistics – which can ultimately affect revenue targets and sales success of your products. alk through the process of creating POP structures that provide an ease-of-shopping W experience while maximizing visibility among competing products.

2

procorrdisplay.com 215-638-1311

Table of Contents Designing Retail POP Displays : Top Problems to Avoid............................................................................................ 4 From Concept to Store: Eye-Catching Design.................................................................................................................... 5 From Concept to Store: Retail Spec Check........................................................................................................................... 7 From Concept to Store: Functionality and Durability..................................................................................................... 8 From Concept to Store: Shipping and Storing.................................................................................................................... 9 The Solution for Designing the Best POP Displays.......................................................................................................10 About ProCorr Display & Packaging............................................................................................................................................11

3

procorrdisplay.com 215-638-1311

THE BEST SOLUTION REQUIRES

Designing POP Retail Displays: Top Problems to Avoid

a POP working with r that offers manufacture e approach a consultativ and to the design ces. planning pro

• Weak branding/graphics – The retail environment is crowded with graphics and messages all looking for consumer attention and consideration. When yours is missing visual continuity or lacks the necessary elements to stand out and get noticed, sales could be lost.

• Miscalculations – Failing to meet retailer-defined specifications could mean time delays, product rejection, or potential costly charge-backs.

• Unstable Architecture – Missing ship-filler components or options that protect against moisture and other environmental factors can lead to weakness and even structural failure of your POP displays.

• Complicated Assembly – Product manufacturers can fall out of favor with retailers when display set-up time is unusually lengthy, or assembly instructions are not readily available or easily understood.

• Shipping and Storing – Neglecting to optimize POP display configurations for truck maximization or warehouse storage can result in lost profitability.

• Lack of planning – By forgetting to address key questions and considerations about any or all of these factors, from POP display packaging concepts to in-store execution, you could face costly errors, experience lost profitability, and risk your company’s reputation.

4

procorrdisplay.com 215-638-1311

THE SOLUTION for Designing Best POP Displays

From Concept to Store:

Eye-Catching Design Over time, existing merchandising solutions can become “stale”.

By working with a display manufacturer that offers a fresh consultative approach to the process you gain a “new set of eyes” which can bring much needed excitement to any POP display packaging project. New designers will provide insights on the latest design trends, and have the ability to develop and present several concepts.

POP display and packaging manufacturers should have stateof-the-art equipment and up-to-date software along with a solid portfolio of examples of their work.

100% to-scale full-color prototypes are excellent tools you should expect from a POP display manufacturer. When packed with your products, you’ll be equipped to showcase and sell at industry trade shows, retailer and distributor events, club store road shows and presenting to internal sales, marketing and management .

5 Steps to a Great POP Design Eye-Catching Design

Retail Spec Check

Functionality & Durability

Shipping & Storing

Engage With Additional POP Display & Packaging Manufacturers

Experienced vendors can also provide direction on branding and messaging. You only have 5 to 8 seconds to get customers’ attention as they walk the store aisles. If it takes them longer than that to recognize what you’re selling, they’ll move on to something else.

Continued >

5

procorrdisplay.com 215-638-1311

THE SOLUTION for Designing Best POP Displays

Eye-Catching Design Continued eople’s brains are constructed in such a way that we notice P the creative elements on graphic packaging in a certain order.

Color grabs our attention first, followed by shape, imagery and words. Your POP display packaging is no different and should grab consumer attention in order to drive purchase decisions.

I f copy overwhelms imagery, consumers may get confused or simply impatient. List no more than three key attributes of your product, coupled with an image that triggers an emotional response from the customer, and provides an opportunity to connect to what you’re selling.

Other questions to keep in mind about branding and graphics: •D oes your display lack visual continuity with your product packaging?

•D oes it contain creative elements from some of your other brand marketing activities?

From Concept to Store:

5 Steps to a Great POP Design Eye-Catching Design

Retail Spec Check

Functionality & Durability

Shipping & Storing

Engage With Additional POP Display & Packaging Manufacturers

•A re products in the display fully visible? Easily accessible?

•H as interior space been fully maximized?

6

procorrdisplay.com 215-638-1311

THE SOLUTION for Designing Best POP Displays

From Concept to Store:

Retail Spec Check Retailer specifications vary from retailer to retailer, and it’s always possible a specification can change and possibly be overlooked and even missed. An excellent way to stay ahead is to include additional packaging manufacturers on your next project, or when you have projects that fall outside your sourcing department’s suggested vendor list, should one exist.

Due to overstock being palletized on metal racks overhead on the sales floor, club store specifications and adherence is crucial. A reliable POP display and packaging company will have the experience and know-how to ensure all of your POP display packaging meet or exceed the standards established for each of the three club store retailers – Costco, Sam’s Club, and BJ’s.

A quality manufacturer will want to know which retailer or retailers your products will be going into, because any miscalculations can be costly. Display packaging requirements must be met for such things as forklift handling, pallet load configuration strength, master display tray utilization, and much more.

Most experienced manufacturers already have many of the specifications from the more popular retailers. When you’re considering a smaller or regional retailer, they’ll secure those on your behalf.

Although club store specifications might have the most stringent and demanding requirements, pay close attention to drug store chain specifications as well. The bottom line - each and every retailer is unique – what is required for one retailer, may be different or not required for another.

7

5 Steps to a Great POP Design Eye-Catching Design

Retail Spec Check

Functionality & Durability

Shipping & Storing

Engage With Additional POP Display & Packaging Manufacturers

THE BEST SOLUTION REQUIRES

r who can a true partne duction, retail consult on pro and value specifications engineering.

procorrdisplay.com 215-638-1311

THE SOLUTION for Designing Best POP Displays

From Concept to Store:

Functionality & Durability Your POP displays must employ solid engineering that can withstand shipping, warehouse storing, in-store set-up, placement, traffic, moving, and floor mopping. POP display and packaging manufacturers should help identify issues that may challenge structural stability and ease of assembly.

It’s important to consider environmental factors such as heat or cold that can alter product integrity when storing your POP displays in warehouse facilities or during transportation. POP display vendors should educate you about durability and protection options for your POP displays.

As an example, if your product requires refrigeration during shipping, consider that moisture could cause the linerboard as well as the medium in the corrugated board of the display to de-laminate, which could lead to structural failure. A variety of protective measures exist today, some of which include:

5 Steps to a Great POP Design Eye-Catching Design

Retail Spec Check

Functionality & Durability

Shipping & Storing

Engage With Additional POP Display & Packaging Manufacturers

• A wax coating applied to the corrugated board.

• A thicker board (multiple layers) - which can help with humidity as well as other environmental factors.

• Water-resistant adhesive (WRA) in the corrugated board.

• Michelman® water-based coatings - applied on top of the ink. This method helps to seal the sheets and guard against environmental conditions.

THE BEST SOLUTION REQUIRES

… the sooner in starting EARLY fit e more bene the process th consultating you gain from T with the RIGH r. manufacture

Enabling an easy shopping experience is crucial as consumers are busy and distracted. Believe it or not, there are many existing solutions that block some of the packaging inside the display as well as many others that make it challenging to remove the product. Engaging with an additional supplier who can fix these and other issues is very important so that customers are not frustrated when shopping your products.

Continued >

8

procorrdisplay.com 215-638-1311

THE SOLUTION for Designing Best POP Displays

From Concept to Store:

Shipping & Storing Shipping standards vary and are based on your type of distribution system. When shipping via UPS or FedEx as an example, your POP display structures will need to withstand the rigors that packages go through with these known carriers.

An experienced POP display and packaging manufacturer will offer ideas and suggestions for transportation and delivery for product manufacturers with 2-tier DSD (direct-to-store delivery), 3-tier DSD, centralized distribution networks or any other type of hybrid warehouse and distribution logistics.

Consult with additional POP display and packaging companies in order to gain valuable transportation suggestions. Stacking configuration opportunities should be explored and are based on interior truck dimensions with special attention placed on existing interior obstacles. Consulting with an additional or new POP display and packaging resource can result in greater profitability throughout your supply chain.

5 Steps to a Great POP Design Eye-Catching Design

Retail Spec Check

Functionality & Durability

Shipping & Storing

Engage With Additional POP Display & Packaging Manufacturers

When your POP displays ship packed with product, remember to include proper protection components, which will guard against product damage during transportation. Consult a number of POP display and packaging companies in order to gain valuable transportation suggestions.

Effective planning, EARLY planning, and enlisting additional resources can ultimately help to control costs and maximize profitability.

9

procorrdisplay.com 215-638-1311

THE SOLUTION for Designing Best POP Displays

Seek New & Fresh Ideas at $0 Cost Working with a display manufacturer that offers a fresh consultative approach to this process will minimize mishaps and optimize results.

From Concept to Store:

5 Steps to a Great POP Design Eye-Catching Design

Retail Spec Check

A new or additional POP display and packaging manufacturer will offer education to market products in big box stores, grocery stores and other retailers, based on their experience with a wide variety of merchandising product types and market verticals. They can also help gain entry into new markets.

Contact vendors EARLY in the process – even as early as determining new product packaging.

Functionality & Durability

Shipping & Storing

Engage With Additional POP Display & Packaging Manufacturers

A new and additional POP manufacturer is a great resource that can offer innovative merchandising solutions for your products.

10

procorrdisplay.com 215-638-1311

procorrdisplay.com 215-638-1311

About ProCorr Display & Packaging From concept development to full-color prototypes, ProCorr Display & Packaging provides a consultative approach and fresh ideas to the entire process. We finish with customerfocused fulfillment programs that include assembly, pack-out, shipping and inventory management services.

Contact us today to learn more about how we safeguard products, maximize profits and propel sales.