As the owner of a brand, you’ve probably heard the term “return on investment” or “ROI” thrown around in conversation more times than you can count. If you’re thinking about making an investment in new product displays with our help, here are some considerations in how to measure display performance, or calculate your ROI.
The easiest, or simplest way to measure your display program ROI is to calculate product flow through (sales) margins, less the display project costs. But does that tell you the complete story?
Did your display program secure incremental shelf display exposure? Did you receive an incremental flyer ad or online feature ad? Did your products sell through so well that store merchandising staff replenished with regular stock? Was there a purchase halo effect for a two to four-week window after the display came off the floor? Did your successful display program result in a better business relationship with your buyer or category manager?
At d3, we realize that ROI can and can be measured in many different ways. But we most certainly recommend establishing these objectives, or Key Performance Indicators (KPI’s), during d3’s initial “DEFINE” stage. Knowing what your display program is to achieve should be a key driver in determining design and function.
Luckily, at d3, we make this easy on you. When you turn to us to help you create stunning, yet highly functional displays, we’ll guide you through the whole process, so all you have to do is sit back, relax, and know that you’re making a good investment.