I personally enjoy the holiday season. Seeing parking lots full of shoppers with sales paper in hand ready to catch the next “big deal” brings a smile to my face. My enjoyment does not stop there. You see, I work in the POP display world. The holiday season is where I really get to see how my industry is performing and which companies understand the importance of a good display when marketing their products.
Christmas is the pinnacle when it comes to inspecting the latest and greatest efforts of our country’s most talented marketing specialists. Whether it be a quarter pallet display with attractive lug on accessory or a simple side-winder hanging unit with the newest brand of chap stick, I soak it all in.
This year, I believe that I see something different. A distinct effort is being made by many companies to highlight their products with premium, well designed displays that bring true value. Example: I was shopping at a local grocer in the past week and I counted 36 different POP temporary displays. The products ranged from cookies to cleaning solution to dental hygiene merchandise. Here is the difference, 14 of these utilized what I would characterize as a well thought out design in promoting their products. That means that 39% of the manufacturers recognized that standing apart from the competition means more than just placing yourself in a secondary position.
The objective, is now and has always been, to better promote your products and generate more sales opportunities for your merchandise. POP displays allow manufactures to utilize alternative positions within the retailer to showcase their products. The question becomes, if you are going to showcase your product why not do it with pride? All too often, in years past, companies have selected to negotiate deals for the secondary position yet have failed to deliver a visual that attracts customers to their product. This leads to a wasted opportunity.
My belief is this is one reason that we have seen a decline in POP temporary display sales in the past 5 years. The size, in volume, has reduced by over 11% since 2013. Could it be time for a reverse in that trend? Could 2019 be the year in which companies rediscover what seems to have been forgotten over the past 5 years? Point of Purchase promotion works and works well, when done correctly.
There are many reasons why we should expect a rebound in point of purchase display usage next year. The first is that we have a strong economy. People are working and when people work they tend to spend more when visiting their local shopping centers. Secondly, the technology improvements in print capability limit the risk for the manufacturers. They no long have to purchase 2,000, 5,000 or more of the displays that potentially could sit in their distribution centers for months, years or longer. The option of smaller run quantities and less total spend is now a reality. Lastly, revenue drives business activity. A resurgence in temporary POP displays means that they can increase the revenue line and cash flow.
Please note, I have no crystal ball and cannot predict the future but it appears to me that the indicators are pointing to an increased demand for merchandise displays for 2019. Only time will tell.
Marketing & Business Development Manager, POP & Packaging Enthusiast