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Analysis // Displays
compromise. Displays aren’t the issue, it’s getting designers turned on to them. No customer ever points at the exact products they want and we ask the right questions to get a feel for the customer’s vision and specify the product accordingly.” For Julian Stammers from JS Designs near Milton Keynes, it’s about a level
playing field: “Displays should be subsidised fairly for everyone committing to the product and the discount should be the same regardless of whether you have one display or five. Kitchen showroom retailers should also have better discounts than internet retailers so that they can do what they do best and provide a complete service to the client.” Display and supply agreements are, of course, about so much more than
just the monetary commitment from either side. True partnerships between retailers and brands should obviously be fair and equitable financially, but their long-term effectiveness has so many more factors at play. “The algorithm needs more than cost of display versus return on investment, it needs to include less measurable aspects that can only truly be understood by two parties who work hard to know each other well,” says Ripples managing director Paul Crow. “How committed will the customer be to promoting the products? How hard will they work to understand them, promote them, keep them looking great in the showroom and to provide the end consumer with the full support that the manufacturer would seek from the customer. “Likewise, what effort will the supplier make to help the retailer benefit
from the product on display. Can they generate leads, provide regular local support with training, CPD events, useful and relevant literature and web pages that give answers to questions at 10pm when you’re doing a quote. Are they on design software packages and listed on mainstream quoting systems? Do their products turn up on time and do they have a positive attitude to customer care challenges when fault is often not known. “But, most importantly, is the product on display going to make a
difference to sales? If it is, then it should be paid for. However, if there are other products available that are offered on the same support basis and at no cost, then the supplier must also compete with that in order to gain the advantage and the sales.”
kbbr
The supplier’s perspective…
Gary Nolan, owner of KBB sales and marketing agency Pure Visibility
As a former area sales manager, I’ve experienced the pros and cons of offering free-of-charge displays to retailers. While it may seem like an easy way to get products into showrooms, suppliers need to weigh the benefits and drawbacks before deciding on free displays. Understanding these factors and exploring flexible alternatives can lead to better outcomes for both parties. A key advantage of free displays is
increased visibility. Retailers are more likely to feature products prominently when displays are free, boosting brand recognition and consumer interest. This can be especially helpful for new brands. However, the downsides include a lack of retailer commitment. Without a financial investment, retailers may not prioritise selling the product, leading to slower sales. Additionally, the cost of supplying free displays adds up for the supplier, creating financial strain if retailers don’t actively promote the product. In some cases, retailers may even use the free display to promote competing products. Rather than offering displays for free, suppliers can
consider flexible options. Conditional rebates, where retailers receive a rebate after meeting sales targets, ensure mutual commitment. Deferred payment allows retailers to pay later, with the opportunity for credits based on sales performance. Offering discounted displays instead of free can also encourage retailers to dedicate space while allowing suppliers to recover some costs. While free displays undoubtedly have their advantages,
exploring flexible, commitment-driven alternatives can create a stronger partnership between supplier and retailer - and that’s more likely to ensure long-term success.
purevisibility.co.uk
I would not work with suppliers who told me how much space I needed to dedicate to their brand as this should, and
would be, my choice Tina Riley, Modern Homes
" 20 kbbreview November 2024
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