LFP - Large-Format-Printing
SGIA 08 Speaker: Visionary Companies Capture Retail Markets
Friday 27. June 2008 - Principal of marketing consulting firm sees retailers turning to innovative displays
In todays economy, retailers are tightly squeezed as more consumers are shopping with a price-focused mentality. But specialty imagers use this as an opportunity to be solution providers, said Jerry Gelsomino, a speaker at SGIA 08 (Atlanta; October 15-18, 2008).
“Advertising dollars spent to get customers in the stores might be the same, but the media chosen will probably swing to more non-electronic outlets,” said Gelsomino, who will lead the session,
“This should mean good things for designers and manufacturers of in-store promotions,” said Gelsomino, Principal with FutureBest, a marketing consultation and brand coaching firm.
Even though store planners and operations personnel often struggle with POP displays in stores because they can be abused by customers, destroy the continuity of a stores look or end up as an obstruction in the aisles they turn to POP displays because they are an effective medium for brand or product promotion, Gelsomino said. “By letting in the vendor-supplied signs, fixtures and displays, retailers offset the cost of their own initiative to make the merchandise the star.”
Stores may give up more real estate to product displays and promotions during slower periods, but as economic growth rebounds, theyll look for unique delivery methods that enhance their brand image, said Gelsomino, who will offer a glimpse of the challenges retailers face and how specialty imagers can help them during his SGIA 08 session.
“Those who are seen as innovative and entrepreneurial will be remembered when the business cycle returns to growth and prosperity,” he added.