How Global Brands Can Shake Up Their POP with an Optimised Display System
In 2011 Coca Cola made a major change to the way they approached their Point Of Purchase (POP) displays across the business. They optimised their retail display programme, reducing the number of footprints by 60%, while streamlining their supplier roster. Despite minimising the number of parts, the new streamlined system still accommodated the footprints that Coca Cola required to display their product range globally across their diverse brand portfolio, including Vitamin Water and Dasani.
Following adoption of the Optimised Display system, Coca Cola experienced multi-million dollar savings and the display system remains in market today - a testament to its success.
Vox are leaders in Optimised Display System Supply
Vox have completely re-engineered the POP processes for planning, design and production of class-leading POP displays. Our approach, which includes buying a higher volume of the same parts that have the flexibility to meet a range of footprint requirements, has been referred to as a component-based system or range rationalisation within the POP industry.
However, these terms fail to capture the full essence of the benefits of display optimisation. By evaluating a brand's entire portfolio of displays, considering their product dynamics and applying the understandings of acceptable retailer standards, optimisation delivers maximum efficiency in the supply chain through the entire life of a display.
How does it work?
A system of components create a skeleton platform for current and future footprints. The application of 2D and 3D brand icons transforms the skeleton into a customised retail display that can adopt different brand attributes and personalities and speaks to the consumer. This provides a permanent platform for multi-brand execution throughout the year.
The reconfiguration of components helps operations meet environmental goals because the displays can be recycled, repurposed and reused, rather than going to landfill or racking up storage space and costs in a dark corner of the warehouse.
Not only does this reduce the inventory burden of purchasing high volumes of displays, optimisation delivers improved speed to market by simplifying production complexities and reducing in-store installation time - effectively lowering the entire cost of the supply chain.
An Optimised Display System has Proven Benefits, But is it Right for Every Brand?
Global companies that need a big volume, permanent display programme, rather than semi-permanent or promotional displays, benefit the most. Optimisation supports them on a long-term basis, with flexibility for multi-channel execution on a local, regional or global basis at the lowest cost.
As key CPG/FMCG companies continue to have success with Optimised Display Systems - for example Anheuser Busch, Stanley Black & Decker, Energizer and Coca Cola employ this approach - there is a real opportunity for other sectors to step up as well.
The flooring, pharmaceutical and financial service sectors stand out as industries that are perfectly positioned to take advantage of the benefits that display optimisation can provide. Because they have the same need for displays that work in different environments while presenting their brands in the same way from country to country, the approach has the potential to translate seamlessly, with a tangible impact on POP performance.
When it comes to displays, optimisation helps global brands streamline their POP supply chain while providing benefits across the business from the procurement teams to the sales, trade marketing and brand teams.
If you’d like to commission a POP Supply Audit, contact the team at Vox who will be delighted to discuss further.