Today’s blog is the second installment in a 3-part blog series on the economics of POP displays. In our last blog, we discussed the economics of time to market. We called this “The Economics of Delay.” If you missed that blog, we would strongly encourage you to check it out
. So, let’s get right to Lesson # 2.
Lesson # 2: When it comes to your box, size matters.
Most customers are very conscious of the cost of shipping. It’s often a significant cost component of a POP display program so it tends to get a fair amount of attention. Customers frequently inquire about the weight of a display or the weight of a box. However, during the
POP display design
process, virtually none of our customers bothers to ask about the size of the box in which their display will ship. They might have general requirements or concerns that involve wanting to make sure the box is “not too big,” but they almost never get down to specifics until it is time to ship. Then they want to know what are the weights and dimensions of the box so they can figure out freight costs.
Wouldn’t it be better to ask that question earlier? Yes, it would, and here’s why. Let’s say your POP design firm knows what they are doing, and they design a display that fits in a box that measures 13”W x 24”D x 6”H. You are on the hook for the freight, and the retailer requires you to ship across the country to their distribution center. Given the box size, you can fit 84 boxes on a standard 40” x 48” pallet. As an example, if it costs $400 per pallet to ship, your shipping cost per unit is $4.76.
Let’s say you weren’t really paying attention to the box size early on, and the same unit got packaged in a box that measures 14”W x 26”D x 7”H. The width and height of this box are only an inch bigger than the other box, and the depth is only 2” bigger. No big deal, right? Wrong. It is a big deal. The reason is that only 48 boxes can fit on a pallet compared to 84 for the other box size. Assuming the same $400 in shipping cost per pallet, your shipping cost is now $8.33/unit instead of $4.76- a whopping 75% difference in cost.
The lesson to be learned here is to think about box size and pallet loading as early in the design process as possible.