Using The Science of POP to Cut Costs
Global brands are under enormous pressure to cut their costs in order to compete with international rivals and satisfy demanding customers and shareholders. This results in a focus on efficiency, productivity and return on investment from Point of Purchase (POP) activity.
This is why Vox developed the Science of POP – a philosophy that introduces efficiencies at every stage of the design and manufacture process. Our value engineering principles capture efficiencies in the development process, which, coupled with lean supply-chain management, provide significant cost-benefit advantages for our clients.
Vox has worked with US clothing brand Carhartt, which specialises in outdoor clothes and workwear, to find a solution that gets its brand merchandised effectively in rural outlets across the USA. The objective was to find an engineering design that maximised exposure, but would work in any store layout.
Our solution provided successful, cost-effective displays for in-store communication. We designed a system that would convert standard store gondolas into impressive-looking Carhartt displays, with plenty of space for marketing messages, as well as the product. Vox created a kit made up of modular and systemised parts, allowing the company to work with thousands of stores to convert gondolas into Carhartt POP displays.
This was a far more cost-effective approach than using traditional standalone units and had more impact than simply attaching headers to existing gondolas. The final designs used a custom system that was very much driven by the Science of POP. It included over-sized header graphics and a versatile range of high-quality wood and metal components that could be applied to any end caps and gondolas, giving a consistent appearance regardless of a store’s layout.
By leveraging our growing range of footprint templates, our engineers were able to fast-track the development process – enabling optimised speed to market.
Driving sales through digitalisation
A key driver in the Science of POP is reducing set-up time for installers, keeping installation costs low. Vox has developed digital apps for our customers that use Augmented Reality (AR) to allow retailers to see how a display unit will look in an outlet and where it should be positioned.
When an installer arrives at an outlet, time is often wasted while they wait for a manager to clarify exactly where the unit should be placed. With our app, the installer can just walk in with a photograph of what the store is going to look like once they have done their job.
Our expertise in engineering easy-to-construct units can reduce installation times by around 20%, compared to a standard unit. This, coupled with the advantages brought by the augmented-reality app, means that installers can usually install more stores in a day than they would in a more traditional set-up. If, for example, we can accelerate productivity from 2 stores per day to 3, this has a huge impact on cost reduction, given that expenses associated with paying an installer can easily top the cost of the unit they are assembling.
Driving efficiency through digitalisation
Our digital transformation of POP also brings other benefits to our clients. An entire display catalogue can be digitalised, reducing administration significantly. This allows real-time updates, integration with clients’ CRMs and drag-and-drop display builders – a complete set of digital tools to drive sales results, productivity and cost reduction across our clients’ businesses.
It is this combination of technology and value engineering, essential ingredients in the Science of POP, that helps our clients present their brand effectively in as many locations as possible, catching their target audiences’ attention at the all-important point of purchase.