Sign display fixtures can cut P.O.P costs and improve execution

Making an investment in well designed and strategically placed graphic display solutions can ultimately have a positive effect on your bottom line

Point of purchase execution at the retail level is fraught with potential landmines that can destroy a promotion and torpedo your marketing budget. Let's face it, the in-store personnel who are likely going to install the graphics that you are spending thousands of dollars on are not trained to do this. These people are tasked with generating merchandise sales at the retail level and that is what you need them to be focused on now more than ever. That having been said you also need to get the most out of your marketing dollar so displays that are deployed improperly, or even worse, not at all are a waste of money and resources. One way to avoid these troubles, improve execution at the store level, and ultimately reduce costs is to invest wisely in display fixtures that standardize sign positions and reduce sign insert costs.

One example of where this type of effective fixturing is especially true is on your outdoor ice merchandisers. The ice machines that most of you have in front of your stores are extremely visible. Typically there is some sort of promotional display on the machine that communicates price to the consumer. A majority of the time these displays are expensive decals that when installed improperly are crooked, have air bubbles in them, are transparent allowing the consumer to see the message printed on the display that you tried to cover up, or even worse dog ear and peel off prematurely. A simple and economical way to avoid these pitfalls is to install an inexpensive channel frame permanently on the ice merchandiser door(s) that can hold a far less expensive graphics insert. These fixtures can be installed in a wide variety of sizes without drilling into the merchandiser doors so installation is easy, clean, and it won’t void any product warranties or certifications. And since you no longer have to use expensive pressure sensitive materials for the insert you can cut the cost of the sign dramatically and make it easier for the store personnel to execute; which in turn can deliver a very fast return on the initial investment in the display fixture.

Standardizing display fixtures across all stores, when done wisely, is a great way to improve execution, lower costs, tidy up your stores and most importantly communicate a clean consistent brand image.