Display execution can be one of the most frustrating
elements of a holistic shopper-marketing program.
Having the greatest offer, eye-catching graphics, and groundbreaking shopper insights
doesn’t count for much if the display
fails to reach the sales floor. It’s like
leaving money on the table—
literally. And how many dollars are
left on the proverbial table when
a display fails to launch or be
The average promotional program value (PPV) for a branded
display is 499%, according to
the 2015 Compliance Study by
Shop!, a trade association focused
on enhancing retail environments
and experiences. This means that for
every dollar spent on a display, there was
an average return of $4.99 in incremental
sales. That’s a pretty good return on an investment by any measure, but even this healthy return can
be improved. It starts with understanding the efficacy of displays
and the current reality of retail compliance and execution.
Houston, we have a problem
Enormous amounts of energy and money are invested in
developing promotions, designing marketing collateral, and
developing campaign budgets. If store personnel fail to display
promotional elements correctly, the anticipated sales lift will
evaporate. Many retailers claim that concerns about poor execution of in-store marketing programs force them to simplify
their campaigns to the point of ineffectiveness. For example,
they run the same promotions in all of their sites despite widely
varying marketing objectives from one store to the next.
Display programs, when properly planned and executed, can
dramatically increase store sales and profits. Displays can drive
store traffic, boost targeted categories, and improve the store’s
brand image. If you simplify your display marketing cam-
paigns to overcome store-level execution issues,
you are missing an opportunity to improve
the store’s bottom line. The focus should
never be to make it easy for store
managers, but rather to make store
managers understand what will sell
and have them feel like a partner
with a stake in the process.
The right stuff
These are just a few of the
• Do you view displays as an expense or an investment?
issues and findings explored in
the upcoming Shop! white paper
A Display is a Terrible Thing to
Waste: Examining P-O-P Compli-
ance Rates & Best Practices. Other
• More than half of planned displays
don’t make it onto the store floor. Discover
three reasons displays fail to be executed at the
store-level and what you can do to overcome these
barriers to retail excellence.
The answer may impact how effectively you are reaching the
shopper where it matters most—the last 3 ft.
• Endcaps, floor stands, PDQ trays—what type of display
offers the greatest sales impact? When both compliance and
sales lift are taken into account, the answer might surprise you.
Before you embark on your next display campaign, review
the white paper insert in this issue of Retail Environments and
share the findings with your vendors and partners. By sharing
actionable insights and educating the industry across the spectrum, we can transition from “failure to launch” to liftoff, boosting sales for all parties involved and solving shopper needs.
Greg Smith is a consultant for Shop! with an expertise in
BY GREG SMITH