Interactive point of sale display for irrigation products
Custom designed point of sale for wholesaler sites
If you’re a brand manager or trade marketing manager responsible for driving sales through wholesale trade channels, you know the problem.
Your products are sitting in a racking system somewhere in a Reece, Tradelink, Blackwoods or an independant irrigation wholesaler branch but lined up alongside competing brands, in plain packaging, with minimal signage and no real reason for a tradesperson or contractor standing in that aisle to reach for yours over anyone else’s.
For categories like consumer goods or FMCG, the retail environment has evolved significantly in how it presents product. Trade wholesale largely hasn’t.
The priority in these environments is operational with high-volume racking built for picking speed and replenishment efficiency, not shopper experience or brand differentiation. Which means for suppliers, the default presentation is generic, and the opportunity cost of that is significant.
Bermad is a globally recognised manufacturer of hydraulic control valves, solenoid valves, pressure regulators, air valves and water meters serving irrigation, waterworks, fire protection and building services markets.
They understood this problem clearly.
Their product range is technically sophisticated, covers multiple market sectors and includes SKUs that look similar to the untrained eye. In a generic trade wholesale environment, without the right merchandising support, that complexity works against you.
Customers struggle to identify the right product, staff spend time answering questions they shouldn’t need to answer, and brand equity built above the line evaporates at the shelf.
They came to Genesis Retail Displays to solve it because we are a point of sale display design agency in Sydney
What a good trade display actually looks likee
The brief Bermad brought us had three clear commercial objectives that will resonate with anyone in a trade marketing or category management role.
- Brand presence. Bermad needed to stand out from the surrounding warehouse environment and own a clearly defined space that customers could navigate to deliberately, not stumble across accidentally.
- Customer experience. In a product category where selecting the wrong valve or meter is a costly mistake on a job site, making product selection faster, clearer and more confident is a direct commercial advantage. A customer who finds what they need quickly and correctly is a customer who comes back.
- Operational efficiency. Any display solution in a trade wholesale environment lives and dies by how easy it is to replenish. A display that looks great on day one but creates headaches for branch staff gets moved or removed. The solution had to work for the wholesaler as much as it worked for Bermad.
The design and development process
As a point of sale designer in Sydney we started from scratch with Bermad which means no predetermined format, no generic off-the-shelf solution applied to their brief.
The starting point was understanding how their product range was structured, how customers shop it, what information they need at the point of selection and what the physical constraints of the trade wholesale environment required.
From that foundation we developed multiple display formats and product configurations using detailed 3D visualisations, which allowed the Bermad team to evaluate different merchandising approaches and product layouts before any physical commitment was made.
This stage is important for trade marketing teams managing internal stakeholders — having photorealistic renders to share across sales, product and commercial teams creates alignment well before a prototype exists.
Once the preferred direction was agreed, we produced working prototypes to validate product fit, loading capacity and the practicalities of replenishment.
For a range as broad and technically varied as Bermad’s, this step is not optional as it’s where you discover whether your ideas survive contact with the real product, real weight loads and real branch conditions.
Only after prototyping confirmed the design performed as intended did we release it for production.
What the finished display delivers
The completed display gives Bermad a permanent branded destination within the trade wholesale environment — the kind of presence that shifts the dynamic from supplier on a shelf to brand with a home in the store.
- For customers — the tradesperson, contractor, irrigation specialist or building services professional standing in the aisle — the display makes product selection significantly easier. Products are organised logically by application and clearly housed in defined product pockets, which means the right valve or meter for the job is identifiable without needing to pull multiple products off a shelf and read the back of each one. In a category where selecting the wrong product is a real and expensive risk, that clarity has direct value.
- The integration of a digital screen within the display takes product education a step further. Customers can access product information, application guidance and range overviews without needing to locate a staff member — which in a busy trade branch is often impossible at the moment you actually need them. For Bermad, this is particularly valuable across their multi-sector range where the same customer buying an irrigation valve today may not be aware of their fire protection or waterworks offering. The screen creates a passive but persistent education and cross-sell opportunity.
- For branch staff, replenishment is straightforward. Defined product pockets make stock levels immediately visible — there’s no guesswork about what needs ordering and no time wasted working out where each SKU belongs. In a trade wholesale environment where branch teams are stretched, a display that makes their job easier gets looked after. One that doesn’t, doesn’t.
The overall presentation elevates the perception of the Bermad range. Premium display engineering signals product quality before a customer reads a single specification. In a category where trust and reliability are the primary purchase drivers, that visual cue matters.
Why this matters for trade marketing teams
The trade wholesale channel is one of the most underleveraged opportunities in the marketing mix for manufacturers of technical products.
The brands that invest in it with properly designed, operationally sound display solutions can consistently gain an advantage over competitors who rely on standard shelf placement and a sales rep visit to do the heavy lifting.
Whether your products sit in irrigation wholesalers, plumbing and hardware trade branches, electrical wholesale or industrial supply environments, the core challenge is the same: your product needs to be visible, easy to select and supported by enough information to give a customer confidence at the moment of purchase.
Genesis Retail Displays has designed solutions for exactly these environments. If you have a trade wholesale merchandising challenge, we’d welcome a conversation.
Let’s make a display that sets you apart.
