about us
A note from our CEO, Bob Radcliffe, Jr.:
Welcome to The Dynamic Retailer! The goal of this blog is to provide an open forum to discuss all aspects of retail merchandising and the design and manufacturing of retail displays and store fixtures.
In spite of weak consumer confidence and slow retail store sales, this is an exciting time for retail merchandising. New technology like RFID and facial recognition technology are providing more information to consumer product companies and retailers than ever before regarding consumer behavior on in the store. Focusing on consumers when they are in retail stores is more important than ever. With fragmented media, DVR technology, and the internet, consumers are overwhelmed with brand images and promises. The best way to reach consumers is directly in stores because products, people (and their money) are all in one place. In addition, consumers like to interact with products before they make a purchase. With shelves full of actual product, smart retailers are displaying items in a format that allows consumers to “touch”, “feel”, and ”demonstrate” product attributes.
My company, Display Dynamics, Inc., is focused on this shopping phenomenon. We design all of our display and store fixture solutions around the idea of consumer interaction. What exactly does this mean? Most basically, we try and understand the attributes of a product that mean something to target customers. If the product is colorful, the display system should accentuate this. If the product needs to be demonstrated, we find cost effective ways to take the item out of it’s packaging and display it in the store without allowing shoppers to steal or destroy the product.
Another way we approach this merchandising challenge is by creating space that was not previously available. We have designed systems that display up to 60% more merchandise in the same space. The newly created open space is then devoted to product information panels or demonstration areas. The overall goal is to provide a more educational or inspirational environment for shoppers to make product purchases.
In my next few entries, I will be focusing on specific products and the methods by which we achieve heightened consumer interaction and inspiration. I will also be discussing innovative technology that provides power to electronics products like mobile phones, cameras, and GPS devices. We will also discuss innovative materials and manufacturing processes available to create these display fixtures.
To our readers – feel free to post your thoughts and ideas about any aspects of retail merchandising. As mentioned, the goal of this blog is to provide useful, free information for anyone in the retail marketing and display industry. More to come…
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