Retail POP Displays: 3 Lessons Learned from The Latest Episode of “The Profit”

Posted by Jim Hollen on Sep 20, 2016 2:30:00 PM

We recently had an opportunity to be a part of the last episode of CNBC’s “The Profit” which featured our customer Flex Watches and aired on September 13, 2013. We provided some background on what to expect from the episode in our blog which we published the day the show aired. If you missed it, you can read it here. Flex Watches is a charity-centric watch company based in California.  The show features Camping World CEO and serial entrepreneur Marcus Lemonis who helps turn around struggling small businesses by providing his business expertise and investment capital in exchange for equity. Although we were not mentioned by name on the show, our role was to create the two final retail POP displays they used in their presentation to global retailer Flip Flop Shops. Having had the opportunity to watch the show, we wanted to share our take on the 3 most important lessons learned.
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Topics: Retail POP Displays

Retail POP Displays: How to Get Men to Buy Feminine Products

Posted by Jim Hollen on Sep 15, 2016 2:30:00 PM

Getting men to buy products that are traditionally made for and marketed to women can be an exasperating challenge. But, solving that problem could mean doubling the size of your available market. We’re not talking about getting men to buy things like whiskey, sports equipment, and chain saws. We’re talking about getting men to buy things like skin care products, grooming products, and other types of cosmetic and health and beauty products that are traditionally designed for women.  Recent research by a Stanford Business School professor provides insights that help to better understand the male ego and the implications for consumer buying behavior. Can this research be applied to designing retail POP displays?  We think so.

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Topics: Retail POP Displays

Point of Purchase Displays by RICH LTD. on “The Profit” TV Show Tonight

Posted by Jim Hollen on Sep 13, 2016 12:58:52 PM

Watch it Tonight Tuesday September 13th at 10 PM ET/PT

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Topics: point of purchase displays

Point of Purchase Design: Success Depends on Knowing the Rules of Retail Part 2

Posted by Jim Hollen on Sep 8, 2016 2:30:00 PM

10 Things You Need to Know to Before Starting the Design Process

Part II

This blog series is about the importance of understanding the rules of retail and overall program economics prior to starting the point of purchase design process. In the first of this two-part series, we highlighted the first 5 important things brands should know as part of the merchandising program planning process. These include understanding: (1) where your display will be placed in the store, (2) where and how decisions are made within specific retailer organizations, (3) how shipping of your product and your displays will work, (4) what other program costs need to be considered, and (5) what are your sales and profit margin projections. Check out Part I of this series here. In today’s blog, we’ll look at the other 5 things you should know before investing in the POP design process:

1)     Display Program Longevity - Before knowing how much you should invest in a POP display program, it is important to know how much time the retailer is willing to commit to having your display in the store. Can you get the retailer to commit to 2 years as long as sales meet some agreed-upon objectives? How about 3 years? If you can get a 2-year commitment, for example, you can amortize the cost of the display over 24 months of sales, presuming that the display is well built and can last for 2 years.

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Topics: Point of purchase design

Point of Purchase Design: Success Depends on Knowing the Rules of Retail

Posted by Jim Hollen on Sep 6, 2016 2:30:00 PM

10 Things You Need to Know to Before Starting the Design Process

Part I

In his book The 4-Hour Work Week, Tim Ferris tells how he won the gold medal at the Chinese Kickboxing National Championships. Tim’s a smart guy with a degree from Princeton but with no real kickboxing experience and only 4 weeks of preparation, how did he do it? The answer is he knew the rules better than his competitors and applied them to his advantage. By studying the rules, Tim learned that weigh-ins occurred on the day prior to the competition. He used advanced dehydration techniques to lose 28 pounds in 18 hours and weighed in at 165 pounds. He then hyper-hydrated back to his normal weight of 193 pounds for the day of the competition. The second thing he learned by reading the rules was that if one competitor fell off the platform 3 times in a single round, his opponent won by default. He combined the 2 things he learned and became national champion, winning all of his matches by technical knock-out by simply using his weight advantage to push his opponents off the platform.  So what does this have to do with point of purchase design? Actually a lot.
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Topics: Point of purchase design

Sunglass Display Cross-Merchandising Ideas

Posted by Jim Hollen on Sep 1, 2016 2:30:00 PM

Cross-merchandising is a time-tested retailing technique that is proven to increases sales. Cross-merchandising is different that upselling or bundling. Upselling is where you persuade a customer to buy a more expensive item than he or she initially intended to buy. Bundling is where you package 2 or more items together typically at a discounted price and get the customer to spend more than he or she would have otherwise. Both upselling and bundling are effective ways to increase revenue in brick-and-mortar stores as well as online. Today, however, we’ll look at a related technique which is cross-selling or cross-merchandising. We’ll specifically look at 5 ideas for using a sunglass display to increase sales through cross-merchandising.
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Topics: Sunglass Displays

Sunglass Display: The Secret to Selling More Sunglasses

Posted by Jim Hollen on Aug 30, 2016 2:30:00 PM

It goes without saying that if you want to a lot sell sunglasses in a retail store, you need a really effective sunglass display. But, what makes for an effective sunglass display? Most of our eyewear customers are focused on small design details like the proper vertical distance between the sunglasses, the angle of the mirrors to ensure the 5’ 5” shopper can see herself, the positioning of the glasses so the side details of the glasses can be seen clearly, and so on. Others focus on ways to increase the perceived value of the glasses by putting them in a locking sunglass display case or adding LED lights, both of which are proven techniques for establishing a higher value for the sunglasses in the consumer’s mind. And, while we agree that all of these details are important in creating a great POP sunglass display, the real secret in selling more sunglasses requires us to take a step back to ask the question “What is it that we are really selling?”

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The Inevitable Path for Retailers and Implications for Point of Purchase Displays

Posted by Jim Hollen on Aug 25, 2016 2:30:00 PM

The retail industry is in the early stages of a major transformation. Like other mature industries, the retail industry is characterized by significant overcapacity, increasing price competition, declining margins, continued consolidation, and external disruptive forces. There are 4 changes that must occur for health of the retail industry to be restored. We will summarize these changes and briefly discuss the implications for point of purchase displays.
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Topics: point of purchase displays

Point of Purchase Design: The Latest POP Displays Out of Our Millwork Shop

Posted by Jim Hollen on Aug 22, 2016 2:30:00 PM

Domestically produced displays are becoming increasingly popular as shorter planning horizons and requests for smaller production runs become the new norm. Brand marketers and retailers are emphasizing speed and flexibility to meet the changing needs of consumers in an uncertain retail environment. These trends have implications for point of purchase design. Shorter runs dictate that we avoid POP display designs that require expensive tooling since there are fewer units over which to amortize fixed tooling costs. In today’s blog, we’ll share some of our recent work produced in our wood shop in Oceanside, CA. Our intent is not to be the guy at the cocktail party that talks about himself, but rather, we like to share our work regularly to add to the public domain of POP display solutions that might inspire someone seeking a new merchandising approach.
Our first example is a wood pegboard display we designed for P.L.A. Y.’s line of outdoor dog toys. The display featured 3 hinged pegboard panels that could be configured as a triangle or as a double-sided straight or angled wall. We use a stained solid pine frame, a permanent screen printed logo, die-cut digitally printed header signs, and single peg hooks. We also made a single panel version of the display for smaller format pet stores.
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Topics: Point of purchase design

Point of Purchase Displays and 9 Key Lessons Derived from 150 Startups

Posted by Jim Hollen on Aug 18, 2016 2:30:00 PM

Whenever we post a blog, we view it as an opportunity to take a step back and consider what we have learned about designing and manufacturing point of purchase displays. We also seek to share the knowledge we gain with others who continually strive to improve our industry. We are big fans of a weekly technology blog produced by Peter Diamandis.

Peter recently interviewed Bill Gross, CEO and Founder of Idealab, about the lessons he learned over the last 25 years during which he started 150 companies. Bill’s success as an incredible entrepreneur and business incubator has been well documented. Forty-five of the 150 companies have gone public or been acquired, while 60 of the companies failed. The key lessons learned come from both his successes and failures. We think the 9 lessons that Bill shares are very insightful and can help anyone who seeks to be successful in business.

Among the lessons learned Bill discusses the importance of solving a problem you deeply understand, the benefits of testing ideas quickly and cheaply, as well as structuring trial periods for potential new employees to test “Talent Fit.” Bill emphasizes the importance of passion, the criticality of timing, the magic of distributing equity to create an ownership mentality, the necessity of creating a culture that kills as well as nurtures ideas, and adaptability and flexibility as the most important attributes in CEOs.

These lessons learned are timeless and hugely relevant to entrepreneurs in any industry today. Check out Peter’s short but powerful interview with Bill Gross here.

Start Your Next POP Program Today
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