Many of our customers are not sure whether to go with a stock point-of-purchase (POP) display or a custom display for their merchandising program. There are many considerations to evaluate to ensure you are making the right decision. Let’s take a look at the pros and cons as well as the critical factors to consider in deciding between stock and custom point-of-purchase display options.
There are a number of advantages to going
with a stock display:
1. Immediate availability
One of the biggest advantages of stock
displays is that they are generally available for immediate shipment. Stock
displays are often the default choice when lead times are so short that there
is no time to design a custom display. Choosing to go with a stock display is
like having a bird in the hand. It eliminates a significant amount of delivery
risk and can reduce the possibility of lost revenue due to late arrival of
displays.
2. No Minimums
Stock displays generally have no minimums
so you can reduce your upfront cash outlay and avoid purchasing more displays
than you might need. Most of RICH LTD.’s stock items can be purchased in
quantities of 1, and the remainder of the items can be purchased in very low
quantities.
3. Attractive Cost
Popular-selling stock retail displays are
often attractively priced and may represent an attractive choice relative to a
custom display. This is possible because popular stock displays are usually
purchased in higher quantities, effectively pooling quantities across a larger
customer base.
However, relative to custom displays, there are also a few cons to going with a stock display:
1.Lack of Differentiation
Probably the biggest negative in going with
a stock POP display instead of a custom display is the lack of uniqueness or
differentiation relative to a custom display. Let’s face it: in a highly
competitive retail environment it is important for your product and your
display to stand out. While it is possible to customize a stock display to
create differentiation, there are some general limitations such as not being
able to change the powder coating or the basic structure of the display.
2.Imperfect Fit
Sometimes stock display measurements will
be a little different than the measurements you need to fit your product. This
could mean having a couple extra inches on a floor shelf display or having to
live with an apparel display that is a few inches shorter than you wanted. In
some cases, there might not be a stock display that fits your product. If that
is the case, a custom display might be your only option.
3.Customization Cost
Depending on the display, it could be more
expensive to customize a stock display than it would be to go with a completely
new custom display. Many customers are under the impression that custom
displays are more expensive than stock displays, but this is generally not the
case because most customers who are interested in custom displays can order
enough quantity to benefit from volume pricing.
Deciding whether to build your display program around a stock display or a custom display is an important decision. While there are pros and cons to both options, it is important to evaluate the options in the context of your specific display program.
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