So many materials for creating merchandising displays are available now that it can be hard to know where to start. Should you use corrugated cardboard or metal or injection-molded plastic (to name a few)? Each option has its benefits and shortcomings.
The good news is that ample choices offer ample ways to create attention-grabbing displays. New effects are possible now that no one dreamed of a few years ago.
The caveat, though, is that not every supplier understands every material, or how to mix them—and that can cost you. A shop specializing in just corrugated (for instance) may have dedicated tools and technology that make them more competitive. However, you could end up paying for those efficiencies—as higher shipping costs or reduced display lifecycle or lost impact—if you get steered consistently toward certain materials because your supplier likes them.
How can you make sure you’re getting the best thinking out there? Ask merchandising suppliers about their past projects. Are they versatile in how they use materials, or do they tend to rely on the same solution? Do they stay on the cutting edge or stick with the tried-and-true? Pretty quickly, you’ll be able to tell if a given supplier likes to “mix it up.”
You can help the process by being very clear on your project specifications for the project, including the shopping environment, durability requirements, and shipping parameters. That will help suppliers sort through all the options and find the right solution for you.
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Total Project Costs- Are You Owning Them?
You’ve executed what appears to be the perfect solution: It looks cool, does the job, management likes it, and (best of all) it’s on schedule and under budget. You’re ready to high-five the team.
Except for one thing. Producing the display is only half the battle. The other half is getting it out to the field; then assembling, stocking and maintaining it.
We call that “other half” of the project the “total cost of ownership.” Total cost of ownership means owning everything associated with getting a solution up and running. And when different departments—such as marketing and logistics—are responsible for different aspects of a project, it’s not uncommon for no one to own it all, start to finish. When that happens, you may get a display that was a dream to ship—but a nightmare to assemble (and ended up in the dumpster). Or the solution that fell apart after a couple of weeks in the store because no one realized it would need a toe-kick. Sometimes, when the total costs of ownership are considered, projects that look like slam-dunks aren’t.
To master the total cost of ownership, work with a merchandising supplier who thinks about ALL the details—including making sure the installation instructions are easy-to-follow, or that every component is clearly labeled. Discuss everything that could affect project success (even if it’s not your department)—including shipping, installation, maintenance, merchandising, store traffic, store demographics, and more.
Success or failure is often in those details. Own the total project, and you can truly own the outcome.
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Shopper Marketing Expo is coming—
October 5-7 at Navy Pier
Meet the experts and rub shoulders with merchandising industry leaders October 5-7, 2010, when the Shopper Marketing Expo comes to Navy Pier in Chicago. Take advantage of three days of workshops and displays featuring the best new ideas and technologies in the field. For more information, visit http://shoppermarketexpo.com. We’ll see you there!
