“The bitterness of poor quality remains long after the sweetness of low price is forgotten.” – Ben Franklin
I’ve always liked this quote because it applies to just about everything we buy, and retail displays are no exception.
Budgets matter, of course, so when companies are comparing display program proposals, it’s natural to focus on the purchase price at the bottom of the quote. But that number only tells part of the story.
One of the first things I encourage clients to think about is what their display will experience over its lifetime. Will it hold up during shipping? Can it survive months of customer interaction and repeated stocking? Will it look like an extension of the brand one year from now, or will store associates be trying to hold it together with tape and zip ties?
Those are the questions that determine whether the upfront savings remain savings over the life of the program.
That doesn’t mean the lowest-priced display is always the wrong choice. In fact, for some programs, it can be the right one. The key is making sure the display is designed for the demands it will face, not simply chosen because it costs less to manufacture……..
Sources include:
Frank Mayer
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