What’s that Elephant Doing Standing Over There In the Corner?

The Elephant in the Room - Poor In-Store ComplianceAre you ignoring that elephant standing over there in the corner of your conference room? You’re probably very familiar with him…he always seems to be present but is seldom on the agenda.

It’s the compliance results of your in-store merchandising initiatives and the influence it has on your sales. So, what was your sales target for your latest program and what compliance rate did you achieve?

There are many factors which directly affect the performance of your merchandising success and few are more important than the compliance rate. When displays are not installed or the product resets are botched in just a handful of locations, your anticipated sales lift is compromised.

It’s no secret that poor or no execution at the store level is a common reason for falling short of your program goals. But an alarming mindset currently plagues the retail merchandising industry and constricts potential success. We call it – Acceptable Mediocrity.

Acceptable Mediocrity is the skeptical belief by shopper marketing executives that poor in-store execution compliance is an inevitable part of the game and there is little that can be done about it.

From our conversations at trade shows, many retailers and CPG companies are thrilled if they achieve a 70% compliance rate. Some even tolerate 50%. Others don’t have a clue what their rate is. The problem is tolerating low compliance can cost you hundreds of thousands, if not millions, of dollars in lost initiative sales.

This dangerous attitude is rooted in the notion that poor execution compliance at the store level is inevitable and there is nothing that can be done about it. The cause of this condition is the countless bad experiences of hiring substandard third party merchandisers or relying on store management to implement programs. This is often due to shortsighted cost cutting directives. The truth is that when you choose to pinch pennies for in-store execution, mediocrity is the most predictable result.

Are your initiatives suffering from Acceptable Mediocrity? Are you giving up on achieving a high compliance?

At DisplayMax, our objective on every merchandising project you entrust to us is 100% execution at every location. We accomplish this by using a proven, methodical approach. We call this “The Six Step Merchandising Execution Process.” Every step in our approach considers the critical factors and variables of your program and examines each one to reduce the number of issues common to poor in-store execution.

There is no need to be complacent and fall into the trap of Acceptable Mediocrity. You designed your sales initiative program to be successful, so demand that it performs all the way to the sales floor.

To learn more about our strategy to achieve 100% execution, click here to download your copy of our “Six Step For Improving Your In-Store Execution Compliance Guide” or click on the cover image on the right.

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The World is Full of Too Many Bad POP Displays!

The DisplayMax team just returned from the National Hardware Show in Las Vegas. As a first time exhibitor, it was an eye opening experience. There are many innovative and unique products that your typical hardware store carries for the convenience of their customers. With the onslaught of the big box retailers in the market, they must stock these types of products to compete and stay ahead.

Counter Topper

Innovative POP Sells!

However, just because a product is innovative and unique doesn’t mean it will be properly merchandised at point of purchase. From the examples we saw at the show, there are a lot of really bad POP displays attempting to sell and competing for the customer’s attention. Product manufacturers are producing many bland one and two color merchandisers and counter toppers to promote their goods. With the proliferation and advantages of full-color digital printing on corrugated board, there is no need to be so bland.

By it’s nature, a POP display is supposed to grab a shopper’s attention and stop them for a split second. It’s job is to get into their head so the products it contains is at least considered as a purchasing option. The example in the photo above does just does that with color and a stepped design.

Bad POP is often a waste of  space and money. If it doesn’t lift your product sales, it isn’t working. And we believe that this travesty must stop!

The Turn-Key Display System is the perfect antidote for bad POP displays…check it out here.

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DisplayMax Introduces a Turn-Key Solution for Reatil Point of Purchase Displays

Turn-Key Display SystemsRetail industry sources estimate that up to 50% of all point-of-purchase (POP) materials produced for in-store promotions never reach the customer. This problem costs retailers and consumer packaged goods manufacturers millions of dollars every year. To combat this issue, DisplayMax Merchandising Services and Landaal Packaging Systems have teamed up to offer an innovative approach that is designed to improve POP display program performance.

This new approach is called the Turn-Key Display System. The benefit of this program is that it provides clients an end-to-end solution for their in-store promotional initiatives. Our focus is to ensure that well-crafted POP displays are reaching the sales floor and engaging the customers.

We help clients execute all aspects of the program from design and printing, to fulfillment and delivery, to installation and follow-up maintenance at the store. Our goal is to produce high quality displays and achieve 100% execution compliance at all scheduled stores so the promotion has an opportunity to work.

Turn-key display pop merchandiserFrom our experience in retail merchandising, we recognized there is a significant problem with execution compliance of POP displays. Many never make it to the sales floor because store management doesn’t have time or motivation to install them, or they are unaware it was scheduled to arrive. A large number of displays are simply thrown into the trash and written off as wasted marketing dollars.

The Turn-Key Display System eliminates this issue by providing in-store installation as well as the creative design and production services. The team at Landaal Packaging provides the expertise and production services for the displays and DisplayMax merchandising teams install them and maintain them in-store.

Developing an in-store promotional merchandising campaign can be very complex. This system is a seamless approach that considers all the possible choke points of successful program execution. We address the critical areas where many programs fail before the displays are delivered to the store. Bringing together the expertise of our two companies will provide retailers and CPG companies a resource that will increase their compliance rate and raise sell-through of their programs.

The program will be introduced at the National Hardware Show in Las Vegas, NV on May 6-8, 2014. Marketing and merchandising executives can visit booth #8060, fill the form below, or visit www.displaymaxmerchandising.com/turnkey to learn more about this comprehensive solution for POP display merchandising.

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DisplayMax Named Merchandising Company of the Year by PetSmart

We received a great honor from PetSmart and have been named their Merchandising Vendor of the Year for 2013! This award is for highest levels of in-store execution on feedback from store and project management who ranked all vendors base on performance.

“DisplayMax achieved the highest scorecard ratings by our stores in 2013,” says PetSmart’s Vice-President of Remodels, Resets, and Fixtures.  “They have been and continue to be an excellent partner.  DisplayMax truly understands our culture, which is borne out by the consistently great comments about DisplayMax Team Leads that we hear from our field management.”

It is a special honor to receive this prestigious award because it is based on the results and feedback from the managers in the stores. It is a tribute to the hard work and dedication of our merchandising and installation teams in the field. They understand how important executing to the highest standards in the industry is to a leading retailer like PetSmart.

For the past six years, the DisplayMax team has been providing in-store services to PetSmart including product resets, store remodels, new store setup, fixture installation, nationwide rollouts and other special projects.

retail-merchandising-services-3Our goal for every project they entrust to us is 100% compliance. They count on our teams to help them create an exceptional store environment and shopping experience for their customers and pet parents. It is a role we take very seriously and enjoy our partnerships with them.

Because of the hard work and dedication of our entire team, DisplayMax has established itself as a leader in retail merchandising services by focusing on a strategic approach to executing programs for retailers and packaged goods manufacturers!

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Acheiving 100% In-Store Compliance with Your Merchandising

Achieving outstanding success in retail merchandising can be very difficult. Even the most brilliantly conceived message with powerful point of sales materials can fall flat for a variety of unforeseen reasons.

Any shopper marketing executive will tell you that they expect a 90% to 100% compliance rate. However, industry studies reveal that less than 50% of in-store merchandising programs are compliant to established directives. Such a failure rate is similar to a virus that eats away at your projected initiative results. It attacks the one place that hurts most – your bottom line sales.

merchandising_company_of_year_2This is problematic: if you are launching a new endcap display in a 1,200 stores chain and the display wasn’t properly installed in 600 of those stores you are missing huge sales opportunities. It is next to impossible to get accurate data to analyze program performance and you end up submitting an educated guess to your superiors.

Reaching 100% compliance can be accomplished if you approach it methodically. DisplayMax takes a proven strategic approach by utilizing a thorough 6-Step Merchandising Process to your merchandising program.

This process considers all the important factors and variables of your program and examines each one to reduce the number of issues and problems during in-store execution.

The six steps in the DisplayMax Merchandising Process are:

  1. Develop Goals & Your Execution Plan
  2. Identify Potential Choke Points
  3. Match Rep Skill to Project Scope
  4. Engage Store Management
  5. Execute, Execute, Execute!!!
  6. Provide Customized Reporting

Click on the link below to discover the first critical step in the merchandising planning process. The success of your merchandising program depends on it!

Go To: Step 1 – Develop Program Goals and Execution Plan

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