An effective instore marketing program begins with good point of purchase design. POP design is a blend of art, science and business. An effective POP display must be aesthetically pleasing and attractive enough to get the attention of a busy, distracted shopper. That’s the “art” part of the equation. The “science” component has to do with the engineering of the display, making sure it works, and ensuring the design is something that can actually be built. The “business” part of the equation is all about economics. That requires a solid understanding of things like material yields, projected sales velocity, and return on investment. These three components- art, science, and business- need to be baked into the point of purchase design process to ensure a successful program. In today’s blog, we won’t take the time to analyze each of those components, but rather, we’ll review a few technology-enabled countertop displays that are the end product of a design process that incorporated these 3 factors.
The first example is a counter display we created for Hush to go in Brookstone stores. Hush is the designer and manufacturer of the world’s first smart ear plugs. If you are looking to block out the noise and get a better night’s sleep, you might want to check out these high tech ear plugs. As a side note, we need to give a shout out to the Hush team. It is hard to imagine a better name than “Hush” for a product designed to block out noise. Very well done.
The display we designed and manufactured for Hush was relatively simple, but there were a couple of important keys to its effectiveness. First, the display incorporated the actual product. Whenever possible it is a good idea to show the consumer the product out of the box and invite interaction and engagement. We experimented with tethering the product but ultimately ended up building a small shelf for the product to be displayed. The second important element was the 7” digital media player. While this added cost to the display, it was an important element since the product requires a bit of an educational sale. This is typically the case with a new product or a new category like smart ear plugs. Third, the display incorporated extensive graphics, which helped explain the product and also helped to get the Hush name out there. The rest of the display was fairly basic with regard to construction- MDF with a white melamine finish, gray edge banding, and an enclosed rear case to hide the electronics.
We would like to share a few more examples of similar counter top displays with the hope that we can inspire some incremental creativity in the general category of consumer electronics counter displays. We designed the display below for appbot LINK which is a smart home camera robot. We would have liked to incorporate a digital media player since we think it would really help to demo the product and tell the story, but the budget just wasn’t there. However, we were able to incorporate a demo unit into the display. The physical product, combined with robust graphics, provided enough information for the consumer to make an educated purchase. The basic structure for the display was created using heat-bent acrylic.
A third example was a display we designed for Modular Robotics’ Moss product. Moss is a product that enables you to combine various components to create your own robot. Many of the elements of the Moss display are similar to what we just reviewed, but we added 3D laser-cut letters and decided to enclose the product in an acrylic case. We would have loved to let the consumer interact with the product, but the modularity of the product was not conducive to an interactive experience. Instead, we incorporated a 7” digital media player that could tell the Moss story and show how the product could be configured in different ways.
Our next example is a countertop display we made for Octa for its line of laptop accessories. The main challenge with the Octa display was trying to fit a lot of product on a counter display while also communicating how the various accessories could be used together. We did that largely though the video player that was an important part of the display. Octa’s objective was also to build its brand so we made sure that we incorporated brand-building graphics on the header, sides and shelf fronts.
Another consumer robot display we built and rolled out to Best Buy USA and Best Buy Canada stores was for WowWee’s MiP product. The “Meet MiP” display was built out of heat-bent black acrylic and also incorporated a 7” digital media player, robust graphics, and a real MiP robot (deactivated).
Our final example today is a illustration of “good, better, best” in this category of consumer electronics. We created three different options for Romotive to display their personal robot called “Romo”. The first picture shown below is the “good” option. It is basically just an MDF-constructed counter display with digitally printed vinyl graphics. We actually offered two versions of this option. One was just with graphics. This option was very cost effective. The second option was to incorporate a 7” digital media player. The version with the digital media player was ovbviously more expensive, but it was cheaper than the “better” option shown below the “good” option.
The “better” option included a live Romo robot enclosed in a square acrylic case, a digital media player and vinyl graphics.
The “best” option (which is what Romotive chose for their signature rollout to Brookstone stores) is shown below. In addition to the live robot and digital media player, it included a clear plastic space dome, a hand-painted latex moonscape, a backlit LED logo, a rear access door, and a number of other features.