"We took things up a level with the creation of a 3D header to make these cardboard display stands have real impact"

Cardboard stands for seasonal promotional periods in retail

Point of sale displays shippers for Christmas trading

Lindt Chocolate Cardboard Shipper Display Stands in Big W and Woolworths made by Genesis Retail Displays design agency 1 of 3
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International brand Lindt contracted our design agency again to help come up with some new ideas for their display stands being rolled out for Christmas into Big W and Woolworths retail stores in Australia. 

The use of impactful point of sale in retail can help brands compete for consumer attention. This is especially true for competitive categories like confectionary estimated to be worth over $3,333.3m as recently as 2019

It is no surprise that most brands will invest heavily around Christmas, for practically every industry category, especially retail, it is the time when most of the annual revenues are achieved. The single biggest driver of course is gift giving and as illustrated in Google’s search trend data the search begins in November every year.

 

So Lindt approached us to help them come up with some cardboard display stand ideas that could achieve a brief that included;

  • A scaleable display design to suit small, medium & large format shops.

  • It needed to be double-sided for maximum visibility from all angles.

  • Instead of a standard header card the design needed to have something unique, fun & engaging to draw attention immediately.

  • The materials used needed to be recycled at the end of their use so that it was an environmentally friendly execution.

How did we design these cardboard displays with 3D elements?

Like many of the global brands we deal with Lindt had very strict corporate identity guidelines that we needed to adhere to. The design challenge was to complement their existing displays but with a premium and visually disruptive decorative element.

 

Like any of our large scale point of sale display design projects we hold a briefing session so that we can revert with several concepts to explore what was possible together with their brand and product team. With clarity around their budget, timing & preferred execution-style it meant we could focus on specific areas to ensure that our ideas could meet their financial & business goals.


Of course all of this had to also amplify their global seasonal brand assets and be easy for their field team to install & adapt into different store formats. Eventually, we honed in on the rondelle beacon concept which allowed our production designers to set about exploring several manufacturing techniques. Their task was to produce the detailed 3D moulding and cardboard shapes.

 

After prototyping several options such as foam core construction (which is the simplest manufacturing option) the brand decided to choose a cardboard skeleton option. While this made construction far more involved and time consuming it meant the extra investment would produce a more environmentally responsible solution.

What did the displays look like in store?

Using our experience working with retailers like Big W, Woolworths and other mass merchants we were able to come up with a design that would be easily approved by in store operations, trade marketing & OH&S teams. This is an important consideration when it comes to making it easy for sales teams to get final sign off from a buyer. Every brand or product manager should consider this element as it can make future executions just as easy & it builds rapport between the cross functional teams who ultimately decide how well a campaign will be executed.

 

Visually you can see how impactful they are. The 3D element sits proud of everything else around it to draw attention from a distance. The bold red together with the planogrammed display stands create a brand block that will stop shoppers as they move around the store.

 

The best part is no matter which way you approach the display you can instantly recognise what it is for. So the investment is maximised & it will ensure the retail places the stands in an area with plenty of space as well. This reduces the chance of them getting lost in the noise of a retail environment.

 

How important is it to design a unique pos display?

Yes it is true, you can buy standard fold up point of sale units, although that isn’t an area we specialise in. We help brands create impactful displays that make people stop, engage & buy. Quite literally anything is possible, even using cardboard, when it comes to creating unique displays that can convert more shoppers into customers.

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Andrew Mansfield

Andrew Mansfield

Andrew Mansfield is Director of Genesis Retail Displays and helps his clients maximise shopper engagement and sales using custom designed point of sale displays.

Andrew is a qualified Industrial Designer with 20+ years of industry experience who can provide valuable insights to maximise the effectiveness of POS display design and manufacturing. Based in Australia his prudent advice has helped many brands avoid the numerous and varied pitfalls that can compromise POS display projects.

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