I was at Walmart last week and saw a tale of two displays that perfectly illustrates why your “savings” on corrugate might actually be killing your sales.
Exhibit A: The “Tower of Trouble”
A plush display that used nothing but thin, flat sheets of cardboard to separate layers.
* The Reality: One bump from a shopping cart and the whole thing “melted.”
* The Result: Product was on the floor, stepped on by shoppers, and looked like a clearance mess. If a customer feels like they’re digging through a wreck, they aren’t buying.
Exhibit B: The Professional Standard
Directly behind it was a display built with intention. It had reinforced sides and a structural base for every shelf to support the weight and volume.
* The Reality: It stayed upright, organized, and clean.
* The Result: It looked like a premium destination, not an afterthought.
The Hard Truth for Brands
Action Alley is primary real estate. You’ve fought for that space, but if you’re just stacking product on top of itself to save on display costs, prepare to be disappointed.
* Durability is Marketing: If it can’t survive a cleaning crew or a busy Saturday, it’s a failure.
* Maximize Your Canvas: Proper corrugate displays give you sides and headers for signage and branding. A flat sheet gives you nothing.
* Shopper Psychology: Customers grab what feels “new.” Nobody wants the stuffed animal that’s been run over by a cart or kicked into the aisle.
Bottom Line: You won’t see the sales lift you expect without a proper merchandising strategy. Don’t spend thousands on a placement just to settle for a display that collapses under the weight of its own low budget.
Article and Images provided by Sheryl Staffier
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