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Brand managers who have guided products through big-box retail campaigns know how many details can affect the outcome. Fortunately, careful planning, clear requirements, and the right partners can prevent many common challenges.
Supply chain disruption, however, can still shrink the margin for error. That makes streamlined logistics, efficient packaging, and practical display design especially important.
Use the following best practices to help your next retail campaign avoid costly pitfalls and perform more reliably in-store.
Understand Retailer Requirements
Retailer requirements are the single biggest factor in display success. A display that works for Costco may not meet Walmart’s expectations, and every retailer has its own rules for pallets, packaging, sustainability, and execution. Errors can lead to chargebacks, fines, or lost selling opportunities, so work with an experienced partner and research the requirements early in the process.
Reduce Packaging & Display Waste
Retail sustainability initiatives are continuing to expand, and reducing waste can benefit both the retailer and your business. Work with a packaging and display partner who can help minimize corrugated and packaging waste while keeping your program aligned with your retailer’s standards.
Use Flexible Display Design
Flexible display design can save time, reduce costs, and simplify execution. A universal structure that supports multiple products or retailers can create efficiencies across production, fulfillment, and merchandising.
Set Display Counts Strategically
Base display count on more than footprint alone. Small design changes can meaningfully affect profitability, sell-through, and retailer confidence. In some cases, a smaller count with stronger sell-through may outperform a larger display that does not move the product as efficiently.
Design for Transportation Efficiency
Freight costs can quickly erode margins, so custom retail POP/POS and pallet display design should prioritize transportation efficiency. Maximizing space in overseas and overland containers can substantially reduce costs. For some commodity products, shipping in bulk from Asia and co-packing on the West Coast may be more cost-effective than shipping pre-packed displays.
Build & Test for Durability
Durability planning and third-party testing can prevent expensive failures. Displays may travel hundreds or thousands of miles by land and sea, so small miscalculations in structure, materials, or packing can create major problems by the time they reach the store. Shortcuts to ensuring your displays can withstand the rigors of overseas and overland transportation can destroy budgets and timelines.
Eliminate Supply Chain Waste
Avoid relying entirely on overseas supply chain partners. Expanding your network to include U.S.-based fulfillment, including source-to-customer delivery for B2C programs, can help reduce delays, costs and complications.
Choose an Experienced Partner
A dependable partner with retail channel knowledge and supply chain expertise can help you avoid common obstacles and respond quickly when unexpected issues arise. Retail campaigns are complicated, and you must be prepared to troubleshoot when issues arise.
Look for a custom retail POP/POS display and packaging provider with proven experience supporting businesses through every phase of a retail campaign, from planning and design to project management and fulfillment.
