You have what you think is a stellar custom retail display for your product. You approached the process thoughtfully, allocated the right budget, and developed a compelling program that fully captured the brand’s ethos. Now, how do you know it’s actually working?
There are various considerations to keep in mind when measuring the success of a display. The number one measure is, was there an increase in sales? Additionally, you have softer measurements such as ease of use, brand impressions and engagement.
A successful design does more than just look good, it has to function well and should increase sales. Working with a designer that understands not only how to build efficiently but also the psychology of how and why people buy and the impact good branding can have on frequency of purchasing, is key to your overall success. The days of evaluating a display company based on the cheapest company at the table is soon to be a thing of the past. Brands that understand the power of storytelling through smart design at retail are starting to move toward companies that partner with them to elevate the retail experience and increase sales. This plays out in many ways within the retail environment. When brands can afford to make a larger impact at retail with custom displays, the rewards are greatly increased sales. We have seen 4-foot wall unit increase sales by as much at 50 percent and four- sided gondola increase sales by 20 percent. Making these custom experiences easy for retailers is key to adoption. A beautiful custom display that can’t be shipped easily and affordably and/or installed seamlessly may deter retailers from ordering.
The visual design aspects of even your standard displays are critical to showcase the product in the best possible light. You want your creation to be aesthetically pleasing and stand apart in a way that is enticing to consumers. A display must not overpower the product and it’s equally important that it fit within the overall look and feel of the environment. Knowing the environment where the display will be placed, and who the buyers will be, is important to the overall success of any display program. A retail display that engages the customer on an emotional level succeeds as it draws them in to experience the uniqueness of the brand within a retail environment full of other distractions.
Again, the key question always is: has this display (custom or standard) resulted in increased sales? When you think about how you typically measure a marketing campaign, you can apply the same measurement matrix. Instead of tracking eyeballs on a product, clicks on an advertisement, and likes on social media, your marketing measurement is actual bottom line sales. Customers are well aware of the footfalls of any particular location and they are able to easily interpret how your display is resonating. When retailers see a direct increase in product sales after your display installation, it’s safe to say the strategy is working.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.