1. Brands must work with retailers to ensure their displays are acceptable
and achieve the right in-store placement. It is essential for brands to understand and abide by retailers’ rules and specifications, and to deliver displays on time. Brands should also be clear about where their displays should be sited in-store, providing evidence to retailers where necessary.
Number of POP displays found outside of the main cosmetics and skin care trading areas
The researchers found POP displays in the following locations across all the stores visited.
• Outside the store
• Store window
• Store entrance
• In the cosmetics and skincare section • End cap/gondola end
• End cap/gondola side
• As part of a shop-in-shop display
• Outside of the main cosmetics and skincare section
• At the checkout/till area
However, the favorite location for POP display was emphatically the main cosmetics and skincare trading areas, with the vast majority of the 4,311 display items found there. Several shop-in-shop displays were found away from the main trading area, but very few window or external displays were seen. Within the main trading area, the most popular place for display was in, on, or immediately adjacent to the cosmetics and skincare end caps/gondolas. The next most popular location was in or on wall displays, with 9% positioned on end caps/gondola ends, 6% in shop-in-shops, and 3% at checkouts.
Category Display Approach
Women were clearly the target audience for display use in the categories surveyed, with over half of the displays recorded being for women’s cosmetics and over a quarter for women’s skincare.
2. Design to target the right audience
As with all displays, knowledge of your
shopper and how they shop is critical and may define the design of your units.
3. Bring suppliers on board.
While brands and retailers are experts in what shoppers are looking for, many
suppliers are also investing significantly to better understand the shopper. Working in a three-way partnership may produce significant benefits in addition to purely technical knowledge.
4. Remember, experience is all.
Research has shown the importance of
the aspects of a display that allow a shopper to fully experience the product. Testers, mirrors and potentially more advanced technology such as augmented reality should all be considered at the design stage. It is this ability to test products that differentiate the physical stores from their online counterparts
5. One size will very often not fit all
Always consider creating a family of units to accommodate different retail channels and store sizes.
6. Illumination is critical
It provides both attraction and, in a category where there may be many small products, better visibility for the shopper. Illumination may also provide movement, increasing the chances of shoppers visiting the display
7. Use digital signage wisely
It could provide light, movement, product selection, and usage tips, and highlight brand above-the-line campaigns. As with all displays, the shoppers’ needs and expectations should come first.
8. Strike the right balance between messaging and stockholding
It can be tempting to maximize stockholding, but it is also important to consider how you are communicating product information, especially in the case of new or complex products.
9. Keep displays easy to shop for and merchandise
This means it should not only be easy for shoppers to select products, but also to replace those they choose not to purchase, to help keep displays looking tidy. Furthermore, it should be easy for store staff to replenish displays, keeping them well-stocked and neatly presented.
10. Ensure displays are durable
To maximize longevity in-store, displays must be durable, whether they are permanent or temporary designs. The latter should also be easy to assemble, especially if this is done by store staff, to achieve maximum placement and compliance.
11. Keep complexity to a minimum
While displayed in the
cosmetics and skincare categories need to look premium, this should not stop designers from removing unnecessary complexity and weight to reduce production and shipping costs.
12. Colors that evoke emotions
According to a sample study by storedits
White and black were by far the two most popular display colors, used by 1,376 and 1,021 displays recorded respectively. By comparison, the third most popular, red, was found only 224 times.
White was also the most popular color for display merchandising multiple brands.
Multiple colored displays were rare amongst three-dimensional displays with products for sale, used on only 46 of the 288 FSDUs recorded. However, multiple color use was popular for tester display boxes. The remainder of the 937 multiple color displays were predominately two- dimensional messaging.
Interestingly, many brands were not consistent in their use of color. While
black was the favored choice for many big names such as Chanel, Dior, Estée Lauder, Lancôme, M·A·C, Max Factor, May beeline New York, NYX Professional Makeup, Revlon, and Yves Saint Laurent, many of their units were also white, as well as using smaller numbers of other colors.
When it came to variation by country, only Russia bucked the trend, with more black displays than white.
Text color preference mirrored that for displays, with white and black again the clear favorites. As such, the most commonly occurring color combinations were white text on a black background and vice versa.
This article is taken from POPAI
There were 529 examples of multiple text colors and also 1,153 instances where there was little or no text.
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