In the competitive world of mass consumption, where attention spans are short and shelf space is gold, selecting the right point of purchase display manufacturer (or agency) can define whether your product stands out-or gets lost in the crowd. While custom retail displays are a powerful tool to generate visibility, many brands still fall into common traps when choosing who will bring their in-store experience to life.
Here are the most frequent mistakes brands make -and how to avoid them if your goal is to create remarkable brand experiences and lasting consumer recall at the point of sale.
1. Focusing solely on price instead of ROI
The false economy of “cheaper is better”
It’s tempting to make your selection based on who offers the lowest quote. But this short-term logic can come at the expense of long-term performance. Many brands prioritize cost per unit without evaluating the return on investment (ROI) that well-designed custom retail displays or custom floor displays can bring.
A well-executed display doesn’t just hold products—it attracts, informs, and converts. When brands partner with a point of purchase display agency that understands retail behavior, the result is a display system that drives measurable sales uplift.
- What to do instead: Evaluate the agency’s ability to design for engagement and measure how the display contributes to increased conversion, not just cost savings.
2. Choosing a point of purchase without retail expertise
Not all fabricators understand the rules of the retail game
Some agencies might be skilled in fabrication but lack real experience in retail environments. This can lead to displays that look good on paper but fail to meet the structural and functional requirements of major retailers.
From safety regulations and modular design to compliance with merchandising standards of global chains, working with a point of purchase display agency that has direct experience in modern retail is non-negotiable.
- What to do instead: Ask about past implementations in retail chains and whether the agency has worked with the types of formats or markets where your brand is present.
3. Ignoring the power of prototyping in custom retail displays
Skipping prototypes is skipping success
Some brands rush into mass production without first validating their concept through mockups or functional prototypes. The result? Expensive errors, logistical headaches, and displays that don’t resonate with consumers.
Prototyping is a strategic tool, not just a technical step. It allows you to evaluate the impact, ergonomics, visibility, and user interaction of your custom retail display before committing resources at scale.
- What to do instead: Work with agencies that include rapid prototyping as part of their standard process. This shows commitment to quality and a deep understanding of how real-world performance matters.
4. Underestimating the role of custom design when choosing a POP display manufacturer
One-size-fits-all doesn’t work in point of sale
A generic display might get the job done, but a custom retail display aligned with your brand’s identity is what creates brand recognition and emotional connection.
Design is not only about aesthetics -it’s about storytelling. Agencies like Diforma In Store go beyond structural integrity to create displays that visually express your brand and connect with the shopper journey at a glance.
- What to do instead: Look for partners who treat design as a strategic pillar and not just a decorative layer. You want an agency that sees each display as a branding opportunity.
5. Working with vendors instead of a strategic point of purchase display agency
A supplier delivers. A creative agency co-creates.
Many brands approach their point of purchase display agency as just a supplier of materials. But the brands that win at retail are those who collaborate with POP display agencies that act as strategic allies guiding them from brief to execution and even post-deployment optimization.
The difference is critical. While a vendor may simply fabricate your vision, an agency like Diforma In Store helps evolve it based on user insights, category trends, and the latest in display innovation.
- What to do instead: Choose a partner that aligns with your marketing goals, not just your procurement needs. Someone who speaks the language of strategy and user experience.
6. Overlooking logistics and installation when evaluating a point of purchase display agency
Your display doesn’t live in a vacuum
Another costly oversight is ignoring the installation logistics of the display once it leaves the workshop. Dimensions, weight, ease of assembly, transportation and layout compatibility are all factors that must be designed into the process.
An experienced POP display agency considers how and where the display will be deployed, optimizing not just the structure but also the supply chain behind it.
- What to do instead: Ask for logistical support and deployment guidance. The best agencies think beyond the workshop to deliver ready-to-install, low-friction solutions.
7. Forgetting the fundamentals of marketing
It’s not just a structure, it’s a brand experience
In an era dominated by data and performance marketing, it’s easy to forget that physical displays are still one of the most powerful brand builders in FMCG. The fundamentals of good marketing -visibility, emotion, memorability- happen right there at the point of sale.
That’s why forward-thinking agencies like Diforma In Store are betting on a return to fundamentals. They don’t just build displays -they create branded experiences that deliver distinction, evoke emotion and leave a lasting imprint on the shopper’s mind.
- What to do instead: Seek out agencies that see displays not as packaging, but as storytelling platforms -tools to inspire action at the shelf.
Choose a partner that builds more than displays
In the world of custom retail displays, success doesn’t come from cutting corners. It comes from crafting impact and that requires working with a point of purchase display agency that combines design, strategy, execution, and logistics into one cohesive offering.
Whether it’s through prototyping, narrative-driven design, or strategic guidance, agencies like Diforma In Store make a real difference by focusing not only on how the end cap displays looks, but on how it performs, connects, and drives growth.
Looking to partner with a POP display agency that understands your brand, your shopper and your goals? Explore how Diforma In Store creates retail experiences that actually sell.
