The Perspective 
Tuesday, 13 May 2014

Joe Holley
VP New Business Development
Frank Mayer & Associates

Mizuno Golf DisplayShoppers are bringing a set of expectations and a cache of knowledge gleaned from online research through the doors of stores like never before.  New consumer behaviors have impacted especially categories like electronics, books, clothing, household goods and sporting equipment. Numerous studies of multi-channel shoppers make it clear that online research doesn‘t lead just to online purchases. There are plenty of occasions when the store has the final influence on purchase decision.

Increasingly the in-store experience will incorporate tools like touchscreens, digital signage and mobility, but ask any retailer or brand and they will say that merchandising and point-of-purchase displays where the product is the hero are integral to conveying information and making an impression. Products that are prominently and expertly displayed can be a call to action, whether that action is immediate or takes some alternate path.

So what should retailers and brands focus on to create the maximum amount of impact from a display? Here are some of the tips from the pros that are encapsulated in our latest POP guide, Traditional Merchandising in the Age of Self-Service.

Linda Hofflander, director of vertical marketing with the enterprise business division of Samsung:

People get bombarded with signage, and sometimes it’s what is unique or a little bit of a surprise that can be most effective

David Anzia, vice president of sales at Frank Mayer and Associates, Inc.:

With customers already armed with so much pre-purchase information, retailers have the ability to utilize less copy on their displays. The marketer is able to simplify their message, content copy and photos to distract the customer.

Kevin Lyons, senior vice president of e-commerce with h.h.gregg:

A customer wants to know the most important ways the product will help them, not just everything it does or can do. For example a ‘super radiant heating element’ on a stovetop means nothing to the average consumer, but ‘boils water in 60 seconds’ does! Traditional signage takes on a new role in today’s retail environment as it relates to supporting the mobile customer, those that are researching as well as comparing/reinforcing their purchases.

Dean Cole, brand support manager Mizuno, USA:

If the display can help communicate the benefits of the product and help the consumer visualize how those benefits will improve their experience, the odds of that product being chosen are improved greatly.

Ryan Lepianka, creative director at Frank Mayer and Associates, Inc.:

Having the ability to touch a product and make a connection with it can beat nearly any other way of selling, and some of the most effective displays the company has designed are those that encourage physical contact.

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