Countertop space in retail stores has always been in short supply. As many retail chains experiment with smaller footprint stores we expect countertop space to continue to be at a premium. If you are a product company looking to secure countertop space, you will increase your chances of success if you can sell the retailer on a custom POP display that is compelling for the countertop.
So what makes for a compelling countertop display? In this blog, we’ll look at some of the key factors to consider in making your countertop display successful. In our experience, compelling countertop displays have a common set of characteristics:
1) Small footprint- Our definition of compelling includes not only the consumer’s perspective, but also the retailer’s. Given that countertop space is at a premium, part of a compelling solution for the retailer is to have as small a footprint as possible. Retailers still calculate sales per square foot so trying to maximize that equation for the retailer is important to keep in mind. In addition to a small footprint, make sure your display is not too tall. We generally recommend keeping counter displays no taller than 24”, or maybe 27” at the max.
2) Functional/Versatile- The display must be functional and versatile. What that means is that it must be able to work equally well in a variety of retail settings. In some stores, you might secure countertop space that can be viewed from 360 degrees. In that case, a 4-sided stationary fixture might work fine. But, in a small boutique your display might be jammed in a countertop corner location where is has to spin in order to show product on all 4 sides. In many cases, the product manufacturer does not know the exact location for the display so it’s best to ensure your design will work in virtually any location.
3) Eye-catching- From a design standpoint, you need to make sure your display is eye-catching. Be sure that it will stand out from the sea of other displays and visual stimuli that shoppers encounter in the store. Think about whether your product is a destination product or an impulse item. Chances are that if you are positioned on the countertop, you have an impulse item although that is not always the case.
As you work toward a final design, think about how you can get a disinterested shopper to feel that impulse and reach for your product. In addition to having a price point that will drive impulse sales (often less than $10-$15), your product must have a clear value proposition for the consumer and must look really attractive on the display.
4) Serviceable- Making your countertop display serviceable starts with making it easy to assemble or having it arrive to the store fully assembled. Furthermore, in the design phase of your custom POP display, make sure you think about all of the elements of servicing the display. Consider how easy the display will be to refill and keep looking nice. Think about how easy it will be to clean the display. Not all displays are properly maintained in retail stores, so before choosing a black MDF base for example, think about how the base will look with a thin layer of dust.
If your are compelled to tell your product’s story and would like to include a brochure with your display, think about the servicing aspects associated with refilling the brochures once they are out of stock.
Jim Hollen is the owner and President of RICH LTD. (www.richltd.com), a 35+ year-old California-based point-of-purchase display, retail store fixture, and merchandising solutions firm which has been named among the Top 50 U.S. POP display companies for 9 consecutive years. A former management consultant with McKinsey & Co. and graduate of Stanford Business School, Jim Hollen has served more than 3000 brands and retailers over more than 20 years and has authored nearly 500 blogs and e-Books on a wide range of topics related to POP displays, store fixtures, and retail merchandising.
Jim has been to China more than 50 times and has worked directly with more than 30 factories in Asia across a broad range of material categories, including metal, wood, acrylic, injection molded and vacuum formed plastic, corrugated, glass, LED lighting, digital media player, and more. Jim Hollen also oversees RICH LTD.’s domestic manufacturing operation and has experience manufacturing, sourcing, and importing from numerous Asian countries as well as Vietnam and Mexico.
His experience working with brands and retailers spans more than 25 industries such as food and beverage, apparel, consumer electronics, cosmetics/beauty, sporting goods, automotive, pet, gifts and souvenirs, toys, wine and spirits, home improvement, jewelry, eyewear, footwear, consumer products, mass market retail, specialty retail, convenience stores, and numerous other product/retailer categories.