DDI expands its coverage

Our editorial mission at Display & Design Ideas is to help retailers maximize sales through effective store design and visual presentation. We do this by sharing real-life stories across the various retail sectors, from conceptual brainstorming to implementation and branding. In-store marketing plays an important role in retail sales, which are supported by retail design and visual merchandising, so expanding our editorial coverage within this framework is a logical next step in improving our magazine.

This issue introduces our first in-store marketing coverage, presented in a convenient special section. You may ask why we are taking such a bold step, but the answer is relatively easy. As you examine your own role within your organization and your role in planning in-store marketing, you realize the importance of point-of-sale programs in your store design.

In a recent survey of DDI's readers in the retail sector, we asked about in-store marketing and more than two-thirds of our retail readers stated that they have a role in point-of-purchase displays for their private-label programs. More than half of our retail readers design, specify or purchase temporary POP display fixtures, and more than two-thirds are involved with semi-permanent POP display fixtures, permanent POP display fixtures for private label, as well as signage and graphics. Involvement with vendors in planning and executing such programs is paramount.

Considering what our readers have told us about their involvement, we are sure that DDI's new, monthly in-store marketing coverage will be appreciated.

Please let us know what you think. I can be contacted via e-mail at lgreenberger@ddimagazine.com.