Designing winning retail floor displays requires careful consideration of a number of factors including economics, ease of shipping and assembly, visual impact, durability, versatility, space efficiency, shopability, ease of maintenance, and more. One of the most important considerations is ensuring that your retail display fits your brand image. While this is true for all point of purchase displays, our focus today is on retail floor displays. Having a clear and consistent vision for the brand image you want to create is an important starting point so that you can align everything you do with that brand image. Your packaging, POP displays, messaging, website, and all other related aspects should all be geared toward reinforcing your brand.
Let’s look at 10 examples of retail floor displays that are designed to reinforce a particular brand image.
- Coola Shelf Display– Coola is a clean beauty, organic lifestyle brand with a line of suncare and skincare products. We created the floor merchandiser shown below to reinforce the Coola brand. We used MDF with a white melamine finish to portray the clean and simple aspects of the brand and added solid bamboo panels to capture a natural and organic feel. We finished the display with 3D logos and colored edge banding to match the brand colors. The display fits well with the company’s homepage.
- Robert Rothschild Farm Floor Merchandiser– We designed this floor merchandiser to be high capacity and functional while also communicating the essence of the Robert Rothschild brand. The company is known for its unique, flavorful, and award-winning spreads, dips, sauces, mustards, and marinades. We used a metal tube structure with decorative wire accents to communicate the uniqueness of the brand, added wood shelves to reinforce the natural qualities of the brand, and included generous branded signage.
- Ubiquiti Networks Frontrow Display– We helped Ubiquiti Networks launch Frontrow, its revolutionary wearable camera, in Best Buy stores. To communicate the strength of this technology brand, we designed a simple black powder coated sheet metal structure with an embedded digital media player which featured looping video captured by a Frontrow camera. We laser cut the header logo and incorporated backlit white acrylic to make the logo pop. We included a small area below for hanging merchandise.
- VIX Swimwear Boutique Display– Vix makes a line of high-quality, sexy designer swimwear which it sells primarily through boutiques. To keep the footprint small and capture the quality of the brand, we designed a solid wood structure using walnut with a rich, dark stain. We made single peg hooks with screen-printed branded end plates, and added a laser-engraved header logo which we filled with gold paint.
- Simi Floor Merchandiser– Simi is a California wine brand established in the 1800’s. To communicate the brand’s rich heritage and bring Simi into the customer’s kitchen, we designed this thematic floor merchandiser which featured an open hutch topper with decorative wood trim, side accessory shelves, and a branded flag sign. The upper part of the display sat on a butcher block table with lower shelves and wire/wood structures to hold accessory products.
- Brighton Handbag Display– We worked with Brighton to create this wall-mounted leaning shelf display for handbags. The main structure was made out of chrome-plated stainless steel and featured an ornate pattern which spoke directly to the creative, high quality, and detail-oriented aspects of the Brighton brand. We used clear acrylic and laser-cut metal letters to create the floating header logo and then added dark stained wood shelves.
- Darkhorse Shelf Display– We designed this solid wood floor shelf display to reinforce the authenticity of Darkhorse’s grain-to-glass handcrafted whiskies. We used dark stained wood planks and plywood shelves to create a high-quality, rich look. We added an offset framed header and brand-building side graphics.
- Wood Underwear Floor Display– Every once in a while, our design team is pitched a softball. Such was the case with Wood Underwear, a premium men’s underwear brand. Not surprisingly, we decided to construct this retail floor display out of wood. We choose pre-finished birch plywood with matching edge banding. The material choice was perfect for reinforcing the Wood brand. We kept the design simple. We direct printed base and side graphics and included a printed PVC header sign.
- Tapco Firearm Accessories Display– Tapco is a manufacturer of precision firearm accessories. We thought metal was the right material selection, and we chose a green camo color for the powder coating. We reinforced the brand with side and header graphics.
- CLIF BAR Floor Display– Solid wood was really the only logical choice when we designed this floor shelf display for CLIF BAR. The company’s iconic energy bars are well-known for their sustainably sourced ingredients. We used a walnut stain to create a natural yet premium look and added side and shelf signs along with a die-cut PVC header sign. The result was an on-brand display that was simple but impactful.
The POP display design process should always start with the brand in mind. With a clear understanding of the brand, the design can then incorporate the right materials, graphics, and messaging to reinforce the brand image at retail.
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.