A Guest Blog from Mark McKeown, MD, Impulse Point of Purchase

Category: Instore

Looking back at the last eighteen months, its been a very different environment to work in. My business designs and implements bespoke displays, and the recession has led to some different thinking by both retailers and brands.

An example of this is the shift from temporary to permanent displays. We have been asked to value engineer solutions which allow the buyer to spend once only on a permanent solution, rather than buying promotional short term solutions. This has made businesses look more into an “investment” rather than a quick fix. This involves a certain degree of educating on both sides – spend more on a display that has to be cost efficient.

A great example of this is a pitch we recently made to Thorntons the Chocolatier. As a business, they have fallen into the trap of temporary cardboard FSDUs, due to the tie-ins they have with the main grocers, who function mainly in aisle end promotions “pile it high”. We are currently working with them on solutions which allow more flexibility with the different product SKU’s and seasonal changes required, via a modular system.DVD’s are another sector which we have seen a massive shift to permanent.

Getting a fixed position within the Rretail outlet is now more critical to sales success, and this impacts on product merchandising, putting greater emphasis on regular monitoring of replenishment.

One could argue that these observations are symptoms of the economic downturn, but good or bad this is the natural process of retail evolving, and adapting to its environment. We have commissioned a study on the affect that iPad and associated technologies are already having on the shopping experience. We know that the findings will be quite inspiring, and will hopefully share them with you at a later date.

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