Four Important Criteria of a Merchandise Display Contest
Merchandise display contest is one of the fast ways to increase sale of a particular product line because of the attractiveness of the display and high visibility of the product in retail stores who are participating the contests.
It is a win-and-win marketing techniques because both retailer and suppliers benefits from the income of the merchandise. This technique is popular in Southeast Asia that use by well-known brands like Coca-cola, Pepsi and Nestle, and other brands in Asia like Tipco, Indofood and Double A.
Criteria for a Merchandise Display Contest
Commonly, the criteria for a supermarket display contest include the (1) quantity of merchandise, (2) location of the display, (3) props and materials and (4) creativity and relevance to the theme.
1. Quantity of Merchandise
The quantity of merchandise has oftentimes the biggest percentage in judging the display contest because this is where the suppliers and distributors can take advantage — to get more sales through bulk orders from the participating retailers.
2. Location of the Display
Next to the highest is the location of the display; the most preferable area is near the entrance where impulse buying usually happens.
Even the display is beautiful if it is not located in an area with higher visibility, the display would be less effective on generating good sales.
3. Creativity and Relevance to the Theme
A theme is usually the hottest topics that people talk about in your community, in the internet or by the world. Say for example in Brunei Darussalam, the Pepsi conducted a display contest in 2010 with a theme, “Strike your 2010 goal with Pepsi.” The theme is base on the 2010 FIFA World Cup in South Africa that was very hot during that time.
Along with Pepsi display contest in Brunei, the Milo also conducted a display contest which gives emphasis on Protomalt, which special malt the Milo contains, and the theme goes, “Protomalt: the energy within Milo.”
In some cases, merchandise display contests have no unique theme aside from the unique selling proposition of the product itself.
Say for example in 2012, the Double A paper organized a product display contest but they did not provide a theme. The purpose of the contest is to provide product awareness – in which Double A paper have these seven unique and remarkable qualities of Double A Paper: (1) good runnability, (2) printing sharpness, (3) bright appearance, (4) excellent smoothness, (5) prolongs copier performance, (6) two-sided use and (7) longer storage period for documents.
What all the entrants need to do is to stick with the theme of the contest or to the objectives of the contest in able for them to win.
4. Props and Materials
The props and materials that are added to attract customers. Props are to be created or provided by participants and other POP materials will be given by the organiser of the contest.
The are contests which have separate scoring for props and materials, but more often, these are scored as part of the criterion number 3, Creativity and Relevance to the Theme.
Percentage of Each Criterion
The percentage of each criterion depends on the objectives of the organizer of the contest, but the most common division of percentage are shown below.
- Quantity of Merchandise — 40%
- Location of the Display — 30%
- Creativity and Relevance to the Theme — 30%
- Quantity of Merchandise — 30%
- Location of the Display — 30%
- Creativity and Relevance to the Theme — 20%
- Props and materials / Duration of Display — 20%
Thank you for reading. Godspeed!