Evaluating Stock vs. Custom Point-of-Purchase Display Options

 Many of our customers are not sure whether to go with a stock point-of-purchase (POP) display or a custom display for their merchandising program. There are many considerations to evaluate to ensure you are making the right decision. Let’s take a look at the pros and cons as well as the critical factors to consider in deciding between stock and custom point-of-purchase display options.

There are a number of advantages to going with a stock display:

1. Immediate availability

One of the biggest advantages of stock displays is that they are generally available for immediate shipment. Stock displays are often the default choice when lead times are so short that there is no time to design a custom display. Choosing to go with a stock display is like having a bird in the hand. It eliminates a significant amount of delivery risk and can reduce the possibility of lost revenue due to the late arrival of displays.

2. No Minimums

Stock displays generally have no minimums so you can reduce your upfront cash outlay and avoid purchasing more displays than you might need. Most of RICH LTD.’s stock items can be purchased in quantities of 1, and the remainder of the items can be purchased in very low quantities.

3. Attractive Cost

Popular-selling stock retail displays are often attractively priced and may represent an attractive choice relative to a custom display. This is possible because popular stock displays are usually purchased in higher quantities, effectively pooling quantities across a larger customer base.

however, relative to custom displays, there are also a few cons to going with a stock display:

1.Lack of Differentiation

Probably the biggest negative in going with a stock POP display instead of a custom display is the lack of uniqueness or differentiation relative to a custom display. Let’s face it: in a highly competitive retail environment, it is important for your product and your display to stand out. While it is possible to customize a stock display to create differentiation, there are some general limitations such as not being able to change the powder coating or the basic structure of the display.

2.Imperfect Fit

Sometimes stock display measurements will be a little different than the measurements you need to fit your product. This could mean having a couple extra inches on a floor shelf display or having to live with an apparel display that is a few inches shorter than you wanted. In some cases, there might not be a stock display that fits your product. If that is the case, a custom display might be your only option.

3.Customization Cost

Depending on the display, it could be more expensive to customize a stock display than it would be to go with a completely new custom display. Many customers are under the impression that custom displays are more expensive than stock displays, but this is generally not the case because most customers who are interested in custom displays can order enough quantities to benefit from volume pricing.

Deciding whether to build your display program around a stock display or a custom display is an important decision. While there are pros and cons to both options, it is important to evaluate the options in the context of your specific display program.