Store displays are critical to any consumer brand's visual merchandising strategy. Brands spend lots of dollars on elaborate displays, prime locations, and display enhancers. That said, back at HQ there is a blind spot when it comes to the execution of these displays at the account level:
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Does the display comply with the agreement made with the retailer?
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Was it set or built on time or for the agreed-upon dates?
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Is it in the right location?
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Was it built correctly?
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Was it even set up at all?
What is Visual Merchandising and Why Are Displays So Important to Brands?
Visual merchandising is a marketing strategy that entails color, floor plans, lighting, technology, and displays to attract and retain customer attention. The ultimate objective is to generate more sales. The displays can be the first point of contact between the company's product and consumers. It also plays a role in differentiating products from the competition compared to just being on the shelf with nothing else.
Types of Visual Merchandising Displays
Merchandisers have the skills and knowledge to create and manage various types of visual merchandising displays, including:
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Freestanding or standalone displays: Customers can interact with them from 360 degrees and they offer a more organized presentation for larger products
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End cap displays: They're shelves at the end of two-sided retail stands where customers pass by when moving from one aisle to another
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Shelf talkers or hang tags: They are promotional signage sticking out perpendicularly to aisle shelves
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Entry displays: They display products near entryways to put the brand at the top of the shopper's list before they can see the competition. They're best for promoting impulse buying.
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Window displays: They're also known as window dressing, set up at the windows to create a visually appealing design to represent the brand
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Dump bins: They are giant standalone bins commonly stocked with individually packaged goods, mainly candy and small products, to encourage impulse purchases
The Importance of Tracking Display Execution and How to Do It
After setting up retail displays, it's crucial to track whether the execution was correct to achieve the greatest return on investment. Check the timely installation of the display in the right location. They also must be set up to the required specifications.
The most streamlined approach to determine these factors is to lean into mobile technology. It provides a centralized command center for brands to provide instruction and get a real-time look into execution. It's also crucial to give the merchandisers direction or task management on their mobile devices on the following:
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How to build the display
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The best location for the display
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How the display should look
Doing so is a form of brand management crucial for less experienced merchandisers. Benefits of having a mobile technology platform include providing merchandisers with an avenue to communicate directly with the sales team on the agreement with the retailer. They can also check that the product intended for the display is in stock.
Upon completion of work, merchandisers can capture photos of the recently-built displays and report on the job accomplished. The reports can be geo-tagged and date-stamped to allow companies to provide exceptional data to their partners to prove they did their work correctly and on time. For example, an alcohol beverage distributor who sets up a display on behalf of a brand can submit that data to the supplier in real time. Additionally, tech solutions can enable companies to manage inventory levels of products and point-of-sale materials back at the warehouse.
Incorporating Technology in Visual Merchandising Display Strategy
Brands, distributors, partners, and retailers can benefit from visual merchandising displays, but setting them up can be time-consuming and complex. Merchandisers can incorporate merchandising best practices via technology solutions to improve efficiency and compliance. An end-to-end mobile tech solution improves efficiency by tracking delivery and set up of displays. It also improves compliance with brand standards, best practices, and state or local regulations while delivering account-specific direction.
At PINATA, we can provide mobile software for retail execution to enhance visual merchandising. We focus on delivering data-driven task management for real-world work so that workers are empowered, and workflows become fast, friendly, and foolproof. Book a demo to learn more.