10 Things You Need to Know to Before Starting the Design Process
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
. In today’s blog, we’ll look at the other 5 things you should know before investing in the POP design process:
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.