Merchandising plays a crucial role in retail marketing, and understanding key concepts is essential to success. In this article, we’ll delve into what a shipper is in merchandising and explore various related aspects.

A shipper in merchandising is a pre-packaged display designed to hold products and facilitate easy transportation, typically used in retail environments to boost sales.

When it comes to product displays, many of us have seen items neatly arranged on retail floors in various stands and boxes. But, what exactly defines a "shipper"? Is it simply a box, or does it serve a more strategic purpose? Let’s break this down and explore different dimensions of shipper displays.

What is a shipper display?

Shippers are often displayed in a unique, highly visual manner. They’re designed not only to hold products but also to act as a marketing tool, driving attention and sales. Understanding their function in retail environments is crucial for making the right merchandising decisions.

A shipper display is a pre-packaged promotional tool that showcases products in an easy-to-move unit, typically used for in-store marketing purposes.

Shippers are typically found in high-traffic retail areas¹ like checkout counters² or store aisles. Their primary goal is to capture the attention of customers, encouraging impulse purchases³. These displays come in many forms, from cardboard boxes to more elaborate shelving units, each designed for different types of products.

Shipper displays are particularly useful for seasonal promotions⁴, limited-time offers⁵, or new product launches⁶. They can be designed in a way that aligns with the brand’s overall marketing message, often featuring bold graphics and eye-catching designs to drive customer engagement.

Shippers aren’t just about looking good; they also play an important role in logistics⁷. They’re made to be transported easily⁸, so products are delivered to stores ready for display, helping streamline the supply chain⁹ and reduce time spent on setting up new products.

What is a shipper in marketing?

In marketing, the concept of a shipper has evolved beyond just a display unit. It integrates the strategic aspect of brand positioning and customer interaction. By exploring this, we can understand the broader role that shippers play in a brand’s success.

In marketing, a shipper refers to a retail fixture or display that is strategically placed to attract attention, promote sales, and enhance the overall shopping experience.

A shipper is more than just a physical object in a store; it’s part of a carefully crafted marketing plan. Marketers use shippers to target specific customer groups, introduce new products, or offer promotions. They’re a key part of in-store marketing¹⁰, where the goal is to drive customers toward making a purchase decision right on the spot.

For instance, brands often use shippers for limited-time offers¹¹ or to create a sense of urgency around a product. Their visual appeal is carefully planned, as bright colors, engaging visuals, and well-placed signage can attract customers from across the store.

The placement of these shippers is also strategic. They are often placed near checkout areas or in high-traffic aisles to ensure maximum visibility. Shippers, therefore, serve as both a logistical tool and a psychological trigger¹², making them a powerful asset in any marketer’s arsenal.

What is display merchandise?

Now, let’s focus on display merchandise, which is the product itself showcased within these displays. Understanding how merchandise is presented can help brands make the most out of their displays.

Display merchandise refers to the actual products showcased in store displays, carefully selected and arranged to grab customers’ attention.

Display merchandise isn’t just any product. It’s a selection specifically chosen for its appeal to customers in a retail setting. This might mean using the newest items in a store or items that have been heavily promoted. The goal is to make these products stand out, often using creative placement and eye-catching visuals.

Merchandising strategies use various display techniques¹³, such as arranging products in a way that leads customers from one item to another, or grouping similar items together to encourage customers to buy more. The key is to use product displays to enhance the customer’s shopping experience¹⁴ and make the product more attractive.

Whether it’s a cardboard stand for a snack or a sleek display for a high-end product, the merchandise displayed is usually placed in such a way that it highlights the product’s unique selling points. This approach can significantly influence purchase behavior, making display merchandise an essential tool in both retail and marketing.

What is a product display job?

Product display jobs require creativity and a strong understanding of consumer behavior. Professionals in these roles need to combine design skills with marketing expertise to create displays that resonate with customers.

A product display job involves designing and arranging products in retail spaces to maximize visibility, appeal, and sales through strategic placement and creative design.

People working in product display roles¹⁵ often have backgrounds in design, visual merchandising¹⁶, or marketing. Their job is to create displays that effectively showcase products while appealing to the emotional and psychological triggers of potential customers.

This job requires understanding the product’s value proposition¹⁷ and how to convey it visually. For example, a display for a new tech gadget might use modern, sleek designs to convey innovation, while a display for a soft drink might focus on fun and refreshment.

Working in product displays can also involve coordinating with suppliers, overseeing the logistics of transporting displays, and ensuring that products are replenished on the floor as needed. This role is essential in ensuring that retail environments are visually appealing and that products are presented in ways that encourage customers to make a purchase.

What is display packaging?

Display packaging refers to the packaging specifically designed to enhance the presentation of products on display. This type of packaging not only protects the product but also serves to showcase it in an attractive manner.

Display packaging is designed to enhance the visual appeal of products while providing functional protection, often used in retail displays to highlight the product’s features.

Display packaging is more than just a box. It’s the first thing customers see when they encounter a product on a store shelf or in a display. This type of packaging is crafted with the product’s final display in mind, often featuring bold branding, transparent windows, or unique shapes that allow the product to be viewed from multiple angles.

The importance of display packaging¹⁸ lies in its ability to attract attention¹⁹. When done correctly, it can turn an ordinary product into an eye-catching display. For example, a bottle of perfume might come in a beautifully designed box with elegant embossing, while a toy might be packaged in a colorful box with a window to let customers see exactly what they’re getting.

Effective display packaging also serves practical functions, such as protecting the product during transit or keeping it in an optimal position on the shelf. It’s an important element of the customer experience²⁰, directly influencing their perception of the product.

What is the definition of display packaging?

Display packaging can be seen as a specific category of packaging designed with a retail environment in mind. It merges the functionality of traditional packaging with the need for visual appeal in a competitive marketplace.

Display packaging refers to packaging designed for products intended for retail displays, with a focus on enhancing visibility, aesthetics, and customer appeal.

When you consider display packaging, think of it as a tool that plays a vital role in the first impression a product makes on a customer. Whether it’s a product on a shelf or part of a larger in-store display, display packaging²¹ ensures that the product stands out from its competitors.

This type of packaging is carefully designed to enhance the product’s appeal, often incorporating design elements that align with the brand’s identity. It may include clear windows, vibrant colors, or even special textures to evoke a specific feeling or image.

Display packaging isn’t just about looks, though. It’s also designed to ensure the product is easy to handle, store, and display. The packaging might be tailored to fit the specific requirements of the display, ensuring that it’s both functional and visually appealing.

Conclusion

Understanding the role of shippers, displays, and packaging in merchandising helps businesses create more effective retail environments. These elements are crucial for maximizing visibility, enhancing product appeal, and boosting sales.