Designing a point of purchase display (POP) – that works for you
Part - 4
By: Scott Buchanan
Wire to Wire Manufacturing Ltd.
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How many parts/dollars of merchandise will I be able to hold in this amount of space?
Now that we have some initial design plans down we can consider the number of parts and the total dollars that we are able to display. Using the scented soap scenario again, we already know that our capacity of the display rack is going to be 288 bars of soap. If the product is priced at $2.99 per bar then we can determine that the display will hold $861.12 worth of product. If $0.99 is profited from every bar sold then we can further determine that upon complete sell through of the display, the total profit would be $285.12. Of course, our products won’t always be priced the same or carry the same profit levels and this must be considered when extending out the value per rack and the profits upon sell through.
What type of environment will the display be in? Will it be selling
indoors, outdoors, in a high traffic area, against a wall, or mid-aisle?
This question requires consideration for a vast number of reasons. Let’s
first look at indoors versus outdoors and what materials can be used for
displaying indoors and outdoors. Some materials obviously will not weather
very well outdoors and should not be considered if that is the environment
where the display will be offered. For arguments sake, there are basically
four material options - steel, wood, plastic, and corrugate. Steel and plastic
are going to give us the best weather resistance from the natural environment.
If we have gardening gloves being offered in the outdoor gardening centre
then the display had better be able to make it through getting wet a time
or two. If it is going to be hauled inside and outside every day and night
then it is going to need to be robust enough to handle that kind of transition.
Possibly it will require wheels or casters for easy manoeuvring. If it is
going to be positioned in a high traffic area where shopping carts may hit
the display from time to time it will have to be able to handle that kind
of impact without the display failing. If the display is positioned mid
aisle it will be more prone to shopping cart abuse and thus much more important
that it is structurally sound to stand up under non-optimal conditions.
It will likely be moved every couple of days to wash the floors so it will
require enough stability to withstand that transition or casters for easy
movement.
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Please contact us at Wire to Wire with any ideas or questions you may have. Call us toll free in Canada and the United States at 1-866-760-WIRE(9473).