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The sales display should match your DNA
As with so much else you do in your business, it's crucial that your point of sale displays reflect your DNA. You need to think of your point of sale displays as another form of communication. Instead of writing something in a leaflet, on Facebook, or in an ad on Google that describes who you are, what your product is, and the reasons why the customer should buy it, the point of sale display is a piece of physics that also speaks to customers. It can of course "speak" literally with text, images and even embedded video, but also more indirectly through the appearance of the point of sale display - its shape, color and material.
Your very first thought when considering new sales displays for your products should therefore be what your company's DNA is. In other words, what characterizes your company and products? What makes them different from others? What are the vision and values that need to be made visible and communicated through the new sales displays?
Of course, if you claim to be a brand that cares about the environment and ecology, it's important that you use a recyclable and eco-friendly material, such as FSC-labeled wood. But more on that later. Because once you've thought about your DNA, you need to clarify the context in which the point of sale display will be used.
In what context should the sales display be used?
Do you have your own shop, or maybe several? Then your sales display should of course fit in naturally with the rest of your store and your overall concept and expression, but without completely disappearing in the crowd of other interiors in your store design.
It may also be that the context for your sales displays is shop-in-shops, where you have several products placed together in a very small concept inside a larger store, such as a department store. Here, just like in your own store, your sales display should match all other interior design in your defined area, but depending on the location in the area, you may need to think a bit creatively. For example, if it's a sales display that will be presenting products in a busy, high-flow aisle, it's important that it's able to grab customers' attention and not just blend in with everything else.
However, if your products are represented in one or more retail chains, it is a completely different situation. In this case, your sales display may be your only Point of Sale in the store and it must therefore really stand out from the crowd of other sales displays. In this case, it is all about being innovative and creative in the development of your sales display, while at the same time meeting the requirements that the retail chain undeniably has for your sales display and that you have to comply with. So always check these requirements before you start thinking about your new point of sale display.
What needs should the sales display meet?
Once you've thought about the DNA that the point of sale display should reflect and the context in which it will be used, it's time to dive a little deeper into the specific needs that the point of sale display should fulfill.
Here we mean in very practical terms, e.g:
- How many products should the sales display showcase?
- Should a complete collection be displayed, or the same product in several variations?
- What weight should it be able to support?
- From which angles should the products be displayed in the sales display - and at what height?
- Is there a need for textual information or images to be displayed with the products?
- Where should the sales display be placed - floor, wall, table, or other?
These considerations may sound trivial, but they are nonetheless hugely important to consider thoroughly. The more thorough and specific you are in your needs assessment, the more likely you are to end up with the right sales displays that will create joy and sell your products in the best possible way.
Do you remember the target groups?
Another important, if not the most important, factor to consider in your new sales displays is of course your target groups. Take the time to do a thorough analysis of your target groups' characteristics and store behavior, or invest in a collaboration with someone who can do it for you - Nordshop Display, for example.
For example, if you know that your target audience likes to spend a long time in stores and needs a lot of facts before making a decision to buy, you can add that to your list of needs that the sales display should fulfill.
If, on the other hand, your target group is often busy and impulse buys a lot, you should consider a more simple sales display that can be strategically placed so that the customer can find it quickly and easily. It may also need to be a sales display that takes up a relatively large amount of attention, for example on the floor, so that the customer is guided towards it immediately.
The sales display material should work for you, not against
When it comes to the choice of materials for your new sales displays, you have many options. The considerations you have made in the previous phases can of course have a decisive impact on what is actually feasible - for example, in relation to the requirements you have for needs and match with your DNA.
Metal displays
A metal sales display gives you good stability whether your product is standing, lying or hanging. And you get by far the best durability of all materials. Therefore, metal displays are well suited for longer periods of time, as wear and tear is hardly visible in steel, for example.
In terms of appearance, metal is a bit on the masculine and "raw" side, but of course there is plenty of opportunity to work with paint on the metal.
Get inspiration from the customized sales displays Nordshop Display has made in metal here
Wooden displays
Wood is hugely popular for point of sale displays in these 'recycling' times, as the wood can live for a long time both before and after it has been your point of sale display.
Wood has an immediate warmth and naturalness that no other material can match. Wood can express the popular Nordic style that is clean and simple, but can also be very raw if you get the finish right.
At Nordshop Displays we make customized wooden displays in veneer, raw boards, MDF and more. We can also offer you FSC labeled sales displays if you want a penetrating sustainable solution.
You can get inspiration from our previous customer solutions with wood here
Plastic/acrylic displays
We recommend a plastic point of sale display if you want a light and elegant appearance, combined with tremendous strength and durability. Because plastic is often made transparent, it can give a decidedly "floating" and lightweight feel that cannot be reproduced with other materials.
At Nordshop Display we work with acrylic or plexiglass and often we make combination solutions where other materials are also included in the sales display.
It is very popular to use plastic for so-called brand displays. These are smaller sales displays where, for example, a brand name is milled into an acrylic block.
See a selection of our previous sales displays in full or partial plastic here
Cardboard displays
Cardboard is not one of the most durable materials, but it is an incredibly lightweight material that is easy to maneuver. This makes cardboard displays suitable for temporary sales displays that need to be replaced or moved at regular intervals.
Cardboard is also particularly suitable for printing larger image and text messages.
You should not only think of cardboard as individual sales displays, but as more holistic solutions with floor displays, ellipses, pallet wraps, shelf fronts, table displays, dumpers and signs of all sizes.
See more and get inspired for a cardboard solution from Nordshop Display
Should you choose standard or custom-made sales displays?
The DNA match, the context and possible requirements of the place where the point of sale display will be located, the needs clarification, the characteristics of the target group and the material considerations should lead to a sense of whether a standard or customized solution is the way forward for you.