What would you do when a retail display installation is scheduled and the store is in the middle of a full scale remodel?
One of our display installation teams recently encountered this difficult, and all to common, merchandising choke point. This two person team was performing a complex display installation on a scheduled route that covered a large geographic area. Texas to be precise.
Would you install a new display here?
When they arrive at one location, they found that the store was undergoing an extensive remodel and was far from finished. There was no indication of the store’s condition from the pre-call with the manager and the manufacturer was unaware of the store’s status. With bare walls and floors, it was basically still a shell and far from a retail store. Needless to say, it was not the ideal setting for the installation of an expensive retail fixture display.
The store’s condition caused a dilemma that became an expensive choke point, delayed the route and demanded a top level decision. The manufacturer had two choices: One, set up the display while the team was there and have it potentially damaged during the remainder of construction; or two, have the team return later to the store after the remodel completion and perform the install. Neither were appealing options and the remote location of the store along with the size of the display made it more challenging.
If the display is installed now it risks being beat up by the drywall, paint, ceiling and flooring contractors. Each will try to work around it and move it out of the way with little regard for its importance. It’s very likely that it will be damaged and need replacing before the store reopens in a few weeks. In this case, the manufacturer could potentially pay for the display and the install twice.
If the team moves on, the display remains safely packaged in the warehouse but requires a second trip to the store to perform install. This will incur an additional “trip charge” to cover the team’s costs and complete the installation. When the store is in a remote location like this and requires installation expertise, it can get very expensive to schedule a skilled team to return. However, the display will not risk the thrashing of apathetic contractors.
What would you do?
A store like this can easily slip through the cracks. But this entire situation could have been avoided with better communication by store management to the manufacturer and merchandisers. This type of choke point occurs only because the two latter parties were not informed of the remodel and it’s projected completion.
In-store merchandising requires carefully planning and coordination. Whether you have 50 or 500 locations, you must perform the extensive leg work to insure an expensive choke points are avoided. Your budget can quickly take a significant hit by experiencing a choke point such as this.
To learn more about Merchandising Choke Points, download a copy of our free report.