So, if you enter any store, you'll find dozens of brands competing for your attention. Certain items are immediately noticeable. Some sit, silent, on a shelf, unnoticed. It is usually down to one thing: the display. There are lots of brand out there that invest significant amount of money in their products but neglect to take into consideration the needs of retailers as well. The two parties could sell more and waste less if they knew what's desirable for retailers.

Why displays are so much more important than brands realise?

A display is no simple stand or box. It is a silent Salesman. It catches attention, tells a story and leads the shopper's eye to a product. This is best understood by retailers, because they observe shoppers' habits every single day.

There are several brands that create displays that look good in a picture but don't work well when they are in the store. They can be too large, too delicate or too difficult to install. These issues are quick to be detected by retailers, and can affect their willingness to do business with a brand again.

What Retailers REALLY Need From Brands

Retailers have numerous brands they need to work with. This is because they appreciate some aspects more than just the glamour.

• Easy assembly – Staff are busy and displays that require a long time to put together are likely to be placed in the back room.

• Durable materials – Poor displays will become unattractive and fall apart before very long.

• The product must be easy to identify, and easily associated with the retailer.

• Right sized displays – Oversized displays will consume room that is not available within the store.

• Stocking reliability – Stocking displays should allow for easy replenishment of products by staff without getting confused.

If brands don't pay attention to these needs, even good products can find it difficult to sell.

 Problem with a minimum order size of higher than 1.

High minimum order quantities are one of the biggest complaints of smaller retailers. Many brands only provide packages for big displays, so that small businesses are either paying too much or opting out of the product altogether.

That is where flexibility really comes in handy. With a low MOQ boxes, more brands are now providing custom display solutions, enabling smaller retailers to take the plunge into new products without committing to a substantial initial investment. This helps to develop trust and create opportunities that are not available with a big, firm order.

Why Flexibility Builds Stronger Retailer Relations.

Retailers know which brands make their job easier. It's a sign of the brand's understanding of the retailer business side, not just their sales targets, when they provide the choice of custom display boxes for low MOQs

This option can create:

• Reduced wait time for products to be available on the shelves.

• Stronger long-term partnerships

• More openness on the retailers' side to experimenting with new product lines.

• Improved positioning, as staff feel confident in use of display

Often, it is the little details that can make a big difference, such as this.

Five common display pitfalls that brands fall into:

But even good brands, like the best of intentions, can commit the same errors. These are some of the more common ones:

• Overlooking the need for space in the store – Not all stores are able to accommodate large floor displays.

• Over-complicating assembly – Complex displays require staff time and patience.

• Poor packing material – Thin cardboard folds and tears when being shipped or during normal use.

• Overwhelming amount of text on the screen – Cluttered designs are confusing, rather than helpful to shoppers.

• Not reading into the customer buying behavior – Retailers are the ones who see how customers are really buying, and their opinion matters.

These are some of the most common pitfalls to avoid when developing a product for the in-store environment.

How to really make a display retailer-friendly

A retailer-friendly display does a number of important boxes:

• Compact enough for typical shelving or countertop.

• Can be put together in a few easy steps.

• Clear indication of pricing, branding and product benefits.

• It will maintain its appearance with normal handling by staff and customers.

• It facilitates that stocks are refilled without confusion.

Brands that are designed keeping these in mind have a better chance of a quick approval and in-store performance.

How Smaller Brands Can Compete With Bigger Names is a book by Chris Dyer, which describes how smaller brands can compete with larger brands.

When it comes to marketing, small and growing brands are often afraid they can't compete with their larger counterparts simply because they may have a larger marketing budget. Displays, on the other hand, provide a level playing field, as good design does not need to be a high dollar program.

Low MOQs boxes for custom displays are ideal for smaller brands that want to experiment with various designs, colors, and styles without committing to large orders. This will enable them to gain an insight into what is working and thus have a smarter and more flexible way of growing that will allow them to make a large scale purchase when they need to.

Establishing trust by improving communication.

Numerous issues with displays arise because of just a lack of communication between brands and stores. It is common for brands to think that they know what will sell and bypass asking the people who run the shelves daily.

It's simple – it can be fixed:

• Check with retailers how large the displays should be for their space.

• Ask for comments after the 1st display is installed in-store.

• Provide samples before ordering a big quantity production.

• Be flexible with minor design modifications as a result of actual feedback.

This level of communication creates and nurtures trust over the long-term, which can often lead to improved shelf positioning and sales in the long-term.

Selecting the appropriate materials for long-lasting displays.

More than most brands realise, material choice is of greater importance. It may be amazing the first day, but after a week, if it bends or fades, retailers lose faith.

• Corrugated cardboard is good for light weight, short-term promotions.

• Reinforced board is more resistant to use for displays that remain in store for months.

• Moisture-resistant coatings are used to protect displays in humid stores.

• Neutral colors such as shades of gray, black and brown do not fade easily when exposed to intense store lighting.

The first time is the cheapest, and the right material will help maintain the freshness of the display for shoppers.

Final Thoughts

Retailers prefer simple, robust and easy-to-use displays rather than eye-catching displays. Brands who respond to these needs will foster more successful partnerships and enjoy improved performance on the shelf. Retailer's display needs are flexible and have low commitment, indicating that a brand is truly aware of the retailer's problem, not just its sales target.

Ultimately, the brands that are successful aren't always the ones with the biggest budgets. It's the ones that put the time in to grasp what retailers need and create displays that work for all parties.