A brand’s first impression with customers is the window display. In many cases a field visit is one of the few ways to check if the display has been set up correctly.
Promotional Materials in Place
Visitors will check that all promotional point-of-sale materials are displayed within stores in line with the current campaign, taking photos of any old materials left up after a campaign and found within retail stores.
Correct Product Placement
A window display brief will state which products are to be used and in what position within the display. A field visitor would then check to see if all products detailed within the brief are being used, and if so, are they facing in the correct direction. Often even one product that is facing the wrong way can cause the whole display to look untidy.
Pricing Signage Accuracy
Prices for items shown in window displays must be correct, such as price tickets or promotional price signs. Even when prices are displayed elsewhere in a store, the prices shown in the window must be correct, in order to prevent compliance errors and confusion for customers.
Brand Guidelines Compliance
Are the colour, typography, logo and image size and positioning in the window display in line with the brand’s pack and guidelines for retail display standards guidance from industry bodies such as the Institute of Display Solutions (IDS) and the Display Solutions Group (DSG) typically to frame retail display standards in the UK?
Seasonal Changeover Accuracy
Although stores are updated with new store window displays for the new season or campaign launch, often not all stores update their store window displays on time. This is why a field programme can be run nationwide and in a structured way to create a priority list of brand manager’s follow-up activities.
Photo Evidence Standards
Photographic evidence of all findings taken from the same viewpoint and angle is also critical to ensure consistency between sites. More on Data Collection Company can be found at https://shepper.com/.
All findings are documented with clear photographic records of the observation in question.
Designing a display that stops passers-by
Before a display can be checked, it has to be designed well. The shopfront is the first thing customers see, and if it does not catch their attention they will simply walk past, taking potential sales with them.
Think about the size, shape and colour of the display panels and shelving rather than using whatever is to hand, because a plain or tired setup makes the whole shop look dull. The design should be attractive and work with the products being shown.
Positioning matters just as much. Arrange displays so that people can take in the products at a glance as they pass. Using several rows or levels of display before customers even reach the door gives each person more chances to spot at least one item that interests them and decide whether to come in and buy.