Design Process 9.




Prior to the souring process a full evaluation should be undertaken to determine if the design meets the client brief and if display equipment will be successful in it’s supply, use and end of life.

It’s recommended to determine the key criteria before prototyping display equipment so a baseline can be established.

This may include:

  • Cost
  • Size
  • Amount of product stocked
  • Shopability
  • Component re-use
  • Deconstruction

During the design analysis feedback should be shared by:

  • Designers
  • Manufacturers
  • Installers
  • Store staff
  • Customers
  • Maintenance
  • Client: Creative, Purchasing, Finance, Engineering and Heath and safety


Key considerations:



  1. does the design meet the original intent?
  2. has the instore trials impacted on the production design ?
  3. has the feedback been captured?
  4. has the design been trialled in all configurations?
  5. have alternative configurations been trailed – particularly product planning?



At the end of an agreed instore testing period all parties should share the test results to help determine if the brief has been met.

During the trails feedback should be collated form store staff and customers.

Store staff should be asked how efficient the design is to use and if it presents any problems currently or foreseen.

Customers should be asked if they are attracted to the display and if it encourages them to engage with the brand.

They should also be asked if the products are ‘shoppable’ and easy to find. 

Consideration should be given as to how data is collected and ensure this does not infringe GDPR.


In order to understand the true budget for the display equipment the brief should capture:

  • Purchase cost
  • Running cost
  • Service and maintenance cost
  • Recycling and disposal cost

Once the trials have been completed a comparison can be established against existing or similar display equipment to determine if the proposed design is more cost efficient.

Typically, retailers will right-off the asset within a set number of years, however the ROI (return on investment) criteria may be much earlier.

Additionally, retailers may also choose to ‘sweat’ the asset and require it’s usable life to be far greater than the ROI period.

In addition to establishing the true cost of display equipment it is also critical to capture it’s true value.

Whilst retailers may often share sales data, where this is not possible it is worth considering the use of analytics to support financial analysis.

Also sales alone do not always show the true value of a new design if sales are also dependent on other factors such as staffing and stock availability.

The data that should be captured instore can be done by staff, external personal or camera and sensors but should include:

  • Dwell time in front of the display
  • Time taken to select product
  • Typical product selection
  • Average product spend

By assessing this data, both before the trail, with existing designs and during the trail with new designs, an evaluation can be made as to whether the design is more financially successful.


The environmental cost of retail is increasingly under scrutiny from customers and retailers and brands are becoming more aware of the need to improve.

Display equipment designers and manufacturers can support this intent by:

            Minimising waste

            Optimised disassembly

            Maximising component recycling

            Planning for end of life

In order to gain a dc certificate there are a number of environmental evaluations that are scored to create a rating.



The specification of materials used in the display equipment can be scored using industry data which specifies the recycled content.


dc Eco tool

In addition the materials of the display equipment that can be recycled can also be scored.

The design process determines the use of materials, how they are assembled and disassembled. By souring recycled materials that can easily be disassembled and recycled it’s possible to create a highly sustainable display.

In order to evaluate this process the designer should provide the following:

  • Materials list
  • Material part and type
  • Individual materials by weight
  • Material finishes by part
  • Details of parts that can be disassembled

f. Accredited materials (FSC or similar)


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