Know-How Exchange : Strategy

Are you talking POP or displays? POP's are things that are put by check out areas, its usually an impulse item where they decide to throw one more item in the cart. Those typically are not displays, they are just a stylized container for product. I would think a battery display serves both definitions.

If you are talking display, the display manufacturer is a wealth of knowledge in design.

But here are a few guidelines I've found. Retailers want a small display (in most cases) where they can get the most sales by SF. Start by visiting a store. See the displays they have. Talk to them, they'll show you examples of what they are looking for. If they are already saturated with displays of similar product you can still get yours in, but you need to start with a small rack (display). You'll be fighting like the Fritos man for shelf space.

When a retailer gives you space for a display, remember he is giving you some of his real estate. That is why I stress start small. As you prove you're product is worth the floor space, they'll let you have more real estate.

They will pay for displays, but they may balk. Be empathetic but firm. If a retailer is strong enough, they just won't pay for your display. So factor in the budget some freebies.

You most likely will not get 100% back no matter what you charge for the cost of the display. It just won't be cost effective to the retailer.

Typically the cost of the display is rebated back to the dealer. The dealer gets x% deduct of every sale back till the display is zeroed out. Keep in mind, even with this rebate, if the display doesn't sell, it's out the door. They'll eat it vs tie up the floor with something that will sell. To entice a retailer to put in a display, you need to convince them it's worth the floor space. They don't care if it's free-- if it doesnt sell, it is out the door.

Design issues I've seen are it's too large, it's too tall, it's too flimsy (had one made of fiberboard, which a retailer moved several times. It crashed down on a client, breaking his nose). Retailers don't want anything in front of the window. I've found that you need two versions -- one that fits against a wall, the other with 4 side access.

Hope that helps. Its a bigger question than what it first appears.