Don’t have time to do things right the first time? How much time and money do you have to do things over?

Even the US Army has that as a motto.

When we develop a display we adhere strictly to this motto. Even when clients have handed over a project to us last minute from some other agency that has run behind, was over budget or just was out of their depth engineering wise.

When you have a critical, high profile display project and want to be sure to get it delivered on time, on budget and on strategy then it is better to work with a company you can trust to deliver on time, on budget and on target.

The costs of not getting a project right the first time are just too high and too many. A few examples:

• Fighting today’s fires prevents developing something greater for tomorrow
• Costs of reworking the display or maybe even starting from scratch
• Retailers not accepting the display in their stores
• Lost sales due to the display not available for a new product launch
• Display breakdowns in the store resulting in recalls or even lawsuits
• Costly field assembly
• Costly field maintenance

How do we make sure we do it right the first time?

We use virtual prototyping to keep the costs down, reduce lead times and make sure it works the first time without having to rework once the project is in manufacturing and the first units come out with some flaws. Debugging after the prototype is made or even when the first units are manufactured is a waste of money and time.

At Kielbik you interact and engage directly with subject matter expert making sure each project is done right the first time. This is what our clients get:

• Setting clear and quantifiable objectives ensures a perfect project start
• Planning ahead in detail each stage allows for a smooth working process
• Involving clients in continuous feedback keeps the project on track
• Using virtual prototyping (simulation in virtual space before prototyping) to test the display before it goes into production makes sure it works
• Quality testing each production stage keeps the project on-time and on-budget

“Time is Money” Benjamin Franklin

We got the call during an early morning a few months before the Oscars. Ogilvy&Mather had this great idea about putting video booths into malls where Bertolli (a Unilever company) customers could record their Bertolli food stories and then share them on social media and also participate in a competition for the best story.

Challenge

The only problem was that something like this has never been attempted before especially in this short period of time with a hard deadline – they didn’t want to reschedule the Oscars. 🙂

But Kielbik is not a stranger to those types of projects and sees those as a challenge rather than a problem. So Kielbik went right to work doing some research and analysis and came up with an idea based on an existing system on the market for a modular office concept. A proposal was delivered the next day and work started shortly thereafter.

Kielbik developed a highly customized design which was approved after some fine tuning in record time. Engineering and production took about 2 weeks. The total time from concept to setup was about a month.

Results
The project was delivered on-time, actually in record time against tight timelines AND on budget.

The winner of the selected video clip was actually placed in the professionally produced commercial for Bertolli at Warner Studios TV. Involved in this campaign was also the celebrity chef Rocco DiSpirito.

The booth was launched across the country:

• New York (at Time Warner Studios)
• Los Angeles (during Oscars)
• Las Vegas (The Strip)
• Chicago (Water Tower)

Client quote:
“We have never worked before with a company as dedicated to success as Kielbik”

In a study that used eye tracking to test actual in-store communication signs this was the key insight:

The best performing in-store signs communicate an easy to understand message with a clear call-to-action and easy to comprehend images.

Examples and characteristics of the best performing communication

In that study the best performing in-store communication was noted by 12% of shoppers and evaluated by 7%. Those signs have the following attributes:

• Easy to understand message
• Clear shopper oriented call-to-action
• One or a few focused images or visuals

Examples and characteristics of the least performing communication

The least performing in-store communication is noted by only 2% of shoppers and evaluated by 1%. Those signs have the following attributes:

• Difficult to understand message
• Confusing verbal message
• Too many and too detailed images or visuals

At Kielbik we develop displays with a holistic view considering the location in the store, the products and brands that the display needs to sell, the objectives of the brand as well as the right design, engineering and communication to attract attention, create interest and convert to purchase.

According to Nielsen data 43% of in-store display promotions lose money. But almost half of all US supermarket sales are sold on promotion. This shows how important promotional displays are and how much displays can contribute to a positive overall performance.

In an eye tracking study performed by Eye Faster in 2014 in-store signs were only noted on average by 3% of shoppers and evaluated by only 2% with less than 1% acting on the sign. This also shows how wasteful in-store signage can be and not much thought is given to the development of this type of in-store activation.

Display Shoppability
Displays need to attract attention which is about the shopper noticing the display. Then it needs to hold the interest of the shopper which manifests itself in the fact that the shopper evaluates the product offer on the display looking closer and reading signs and/or package labels. As the final step, but most important one the display needs to entice the shopper to act converting that attention and interest into an actual purchase.

Display Measurement
There are many ways to measure the performance or return on investment of a display. Of course the revenue a display generates is the most important criteria. But it all depends on multiple variables. At the end of the day the measure should be driven by the objective.

Retail channel

• Industry, category, products, brands
• Size of store

Type of display

• Permanent versus temporary display
• Product presentation versus in-store communication/signage
• End cap, mid aisle, free stranding

Objectives of the display

• Generate (promotional) sales
• Build/enhance brand equity
• Announce an event and link to digital

Display Development
When developing a display it is critical to take the 3 audiences into consideration: Consumer, Retailer and Brand – Nothing new here. The display has to achieve the following objectives to be successful and perform in-store:

Enhance shoppability: make it easy for the shopper shop – sounds obvious but many displays fall down on that simple objective

Increase sales: attracting the shopper and converting interest into purchase

Save labor costs: make it easy for the retailer to manage the display in terms of mobility, stocking, setup and removal/reuse

Enhance brand presentation: use in-store relevant communication and design/engineer the display so it presents the products and the brand in the best possible way

Enable retail collaboration: make it easy for the retailer to accept the display into the store because it fits the retailer’s objectives, is easy to manage but also meets the brand’s objectives

Display Results
A study of beverage displays across several different locations developed based on specific objectives and shopper insights showed that it is possible to achieve strong display performance when displays are developed based on those strategic insights and objectives:

• The shopper awareness of beverage displays increased between 5-21% dependent on display
• The shopper liking of displays increased between 1-13% dependent on display
• Planned versus actual purchase increased up to 15% dependent on category and up to 75% dependent on brand
• Actual sales contribution based on scanner data varied between 20-50% dependent on display and store

Those are some examples of the displays tested:

For information about this topic by Engage shopper marketing

 According to Nielsen data 43% of display promotions lose money. At Kielbik we have made our mission to develop displays that provide a positive ROI.

How Displays are shopped

Displays need to attract attention – which is about the shopper noticing and evaluating a product offer – and then converting that attention into a purchasing behavior.

When developing a display this shopping process and its phases need to be taken into consideration. Some phases are done by the shopper on purpose but some are impulse driven – especially when it comes to displays which mostly try to influence the subconscious and impulse purchase decisions.

At Kielbik we consider the shopping process when developing displays. A display needs to create first awareness by breaking through in-store clutter. Once a display has the attention of a shopper which usually lasts a few milliseconds it has to ‘answer’ questions about relevance and lead through consideration to choice and purchase.

Display Performance

Most displays in-store do not deliver a positive return on investment for the brand. A typical large store has around 100 to 350 displays – 265 on average.

In an in-store eye tracking study performed for POPAI in 2014 the typical shopper only noticed on average 32 displays or 12% of the displays in their store.

Display performance varied widely. As more shoppers notice a display fewer actually purchase from it. The table below shows that very clearly. Displays that were only noticed by 8% of shoppers were purchased by 62% of those or 5% of all shoppers.

Some displays attracted attention of many shoppers (40%) but could not hold their attention or convert it into sales (only 2%). Some displays were noticed by few (8%) but could hold the attention and convert about two thirds of those into sales (62%). Some displays were in the middle. None had a consistent performance in all 3 areas:

Attract Attention – Hold Interest – Convert to Purchase

Display Development

At Kielbik we design and develop displays that perform well on all 3 attributes. 1. Attract attention, 2. Hold attention by creating an interest and 3. Converting to purchase. We do this by analyzing and considering all key performance criteria in the display development:

Environment: channel, retailer, competition
In-store: location, communication, engineering (size, material)
Brand: objectives, brand equity

Some examples of our high performing displays:

Value engineering means improving functionality, reducing costs, and doing both whenever possible. Our value engineering philosophy doesn’t only look at the cost of your fixture or display program, but instead we look at the total installed cost and aftercare.

Total installed cost includes:

• The actual materials and manufacturing of the fixture
• The packaging, potential loss and damage
• Shipping and installation
• Repairs and maintenance over the life of the program

We make sure any changes or trade-offs make sense.

Value engineering by Kielbik has translated into substantial savings for our clients over the course of programs. These results are the product of a deliberate and well organized approach to the process of value engineering.

An example of Kielbik value engineering.