Upgrade Retail Displays With Digital Printing
Your retail display is a store within a store. Taking advantage of this visual merchandising opportunity is critical for success. Creating digitally printed custom retail displays is the best way to stand out.
A successful product launch can be best served by including retail displays to get your products off the shelf, and directly in high-traffic areas.
This enhances your brand awareness at retail, and now it’s more important than ever to do that.
Read on to learn about upgrading your brand with an effective digitally printed custom retail display.
TABLE OF CONTENTS
- Retail Displays In Today’s Market
- 4 Keys To Success
- 9 Expert Tips: Design Custom Retail Displays
- 6 Benefits of Digital Printing
Retail Displays In Today’s Market
Millennials today are a huge market for retail opportunities. 87% of them admit to leaving the store having spent more than they intended.
This all means that your retail display needs to engage with customers. Simply being at retail isn’t enough anymore. You need to give them a reason to stop and interact with your products.
You want to give your customer a display that is instagrammable, something worth sharing online. That alone will increase your customer engagement, and your brand exposure.
6 Benefits of Digital Printing
Creating a custom retail display and bringing it to market is now less expensive than it has ever been. Digital Printing gives you the flexibility to quickly prototype, adjust your messaging, and change with the marketplace.
Here are 6 benefits of Digital Printing that will take your brand from plain to premium.
1. Design Variations
First, let’s talk about designs. So many brands take a one-size-fits-all approach to their retail displays, and that’s because they’re using traditional methods.
Imagine creating a single dieline, but multiple graphic options. More displays + more products = more sales.
2. Tooling Costs
When you want to create a retail display, other printing methods need several weeks in lead time, and the up front costs to create printing plates. That means before you get your first display, you need an up front budget.
These are one-time costs, and can discourage many brands from creating alternate designs. Imagine if you didn’t need to factor those into your budget? Where else could that money go?
3. “One Time Only”
Next, create a special sales event, and print that directly on your display, maybe with an alternate header. If you put your packaging in a display, and the packaging stands out with a fresh design, that will increase sales!
Or if you are heading to a trade show, adjust your displays to match the event quickly and without any additional costs or lead time. No other method can allow you to do that.
4. Printing “On-The-Fly”
Next, consider the speed to market that Digital Printing gives you. Deliver alternate artwork to Bennett, and get it printing on your display by the end of the day.
What other printing method can give you that?
5. Branding Opportunities
Your display is the first interaction most customers will have with your product. That means you need to bring as much creativity to the display as you do your packaging and your product.
Adjusting your messaging with the marketplace can help you create a successful product launch with eye-catching designs.
Are you going through a brand refresh? Send the new art file.
Finally, Digital Printing gives you the best bang for your buck. There is no minimum for it thanks to the no-tooling costs.
Make a product and attack a new niche directly. Create prototypes while you figure out the marketplace.
No matter what reason you are looking at Digital for, there’s a great reason to try it.
Next, let’s talk about other key design aspects of retail displays.
4 Keys To Success
First, taking the time to do a retail scout to better understand the best positioning for your display is critical. Act like your target customer and go through a typical shopping day. When you do want them to see your display?
2. Specific Offers
Next, create something that is specific, and grabs their attention. What about your offer can be unique? Is it a one-time only item? Does it tie in with a sports event? Think about that unique offering.
3. Concise Messaging
You can’t sell a laundry list of information to your customers. You have to give them bullet points of key information to first draw them in. Then include smaller fonts with additional product information that they continue to read.
4. Market Timing
Finally, you have to think about the market. Does your product sell better at a certain time of the year? Should you double down during Christmas? Or does your product sell better during graduation? It could be that an alternate design will help you stand out.
9 Expert Tips: Design Custom Retail Displays
1. Define Your Vision + Scope
The first step to take when designing a retail display is to define your project. Carefully constructing an overall goal for your display is key to success.
Every design and logistic choice you make will revolve around this initial vision statement. Otherwise you’ll get lost in a spiral of possibilities.
Are you introducing a new product to the marketplace? Creating a new niche? Or are you simply looking to move 10% more products?
Set that goal up front and make sure you know where the ship is headed.
2. Appeal To The Five Senses
Next, your display should grab their attention. The best way to do that is to appeal to our five senses: Touch, smell, sound, taste, and of course sight.
Using a multi-sensory approach to the customer experience will give them something that they can’t get in an online store. Suddenly your display becomes something they have to engage with.
Whether you include additional items like lights, or motion-activated items, creating a display that engages with a customer, instead of being a passive experience, will lead to more sales.
3. Enhance Your Brand
Now most display designs have diminishing returns, which means less is more. Your color choice, graphics, messaging, all need to focus on the key stages of the buying consideration phase.
From a distance, next to your display, interacting with your product, and putting the product in their basket.
Can you tell your brand story? Or how about key images of people using the product? What can you do to enhance your brand at retail and draw customers in?
4. Easy Assembly
Making a complex display en masse is not a good idea. You can either ship a display fully kitted, or KDF (knocked down flat) with instructions delivered to the retailer, or third-party members to set up on the premises.
The most effective displays often take a fool-proof approach to the design to make that set up a breeze. So simplicity is key in more ways than one.
We offer turnkey services including kitting and fulfillment to cut down on costs, and make the shipping process that much simpler.
5. Utilize Your Space
There are some spaces that are best to use large images and fonts, while others it’s best to use smaller images.
Think about what you want your customer to see at various distances. What will draw them in?
Use the store within a store approach to create something unique.
Every display will have a different lifespan, but incorporating a design approach that allows you to modulate the design is a great way to cut down costs and still refresh your look at retail.
An example of a reusable display would be a changeable header graphic. By creating a display that can easily swap the header image, that can be the focus of your campaigns.
Changing the graphics to match the seasons, or a promotional event, will make your products seem fresh year round.
If you chose a design that is reusable, it will heavily impact your material choices and even your print options. But this is a great way to increase your ROI on the cost on the display.
7. Brand Experience
Next think about your entire campaign. Taking an approach that encompasses a customer’s entire environment (digital too), has created some of the most exciting campaigns of the last decade.
If you can create a display that ties into social media, whether sharing an image of the display, or the graphics tie into your advertising campaign, you maximize your recognizability, and increase sales.
Giving your customers fully rounded out experiences takes your brand from plain to premium in their eyes. They’ll remember you and they’ll come back for more.
8. Study The Retail Environment
Understanding the foot traffic flow of the store is extremely important. By placing your display in the right area, you increase the odds of reaching your customer.
Does your item pair well with the printers of the electronic section? Or does your item need to be near the baby food? Hitting your customer at the right time can make or break your sales.
Or you could be running a digital campaign that they will see as soon as they enter the store with a hanging display.
Whatever you choose, go through the store as a potential customer and determine the best option for your next display.
9. Post Analysis: Consumer Engagement
Finally, after a campaign has been run start looking back over your numbers. What display placement performed the best? If you ran alternate messaging or designs, which sold more?
Answering all of these questions will make your followup campaign that much more of a success. Now you have actual data about your customers.
Create Digitally Printed Custom Retail Displays
Bennett is a premier packaging and retail displays manufacturing company striving to protect and promote our clients’ products with customized corrugated solutions. When you work with us, you’re part of the family. We will partner with you every step of the way.
With our fully-integrated design-to-delivery process, we can be the single supplier source. We are an award-winning manufacturer of virtually anything corrugate. We offer everything from plain brown shipping boxes to sophisticated, high-graphic printed point-of-purchase displays, and everything in between.