Measuring the ROI of In-Store Displays

In-store displays are an investment, and like any investment they should be measured. The good news is that retail is one of the most measurable marketing channels there is — if you set up the test correctly.

Start with a baseline

You cannot prove uplift without knowing normal. Establish the product's typical rate of sale before the display goes in, ideally over several weeks to smooth out noise.

Use control stores

The cleanest way to isolate a display's effect is to run it in a set of test stores and compare against matched control stores without it. The difference in sales, adjusted for seasonality, is the display's true contribution.

The metrics that matter

• Sales uplift — incremental units and value versus baseline or control.
• Rate of sale — units per store per week, the fairest cross-store comparison.
• Conversion and dwell — how many shoppers who passed actually stopped and bought.
• Return on display investment — incremental margin against the fully-loaded cost of the campaign.

Trial before you roll out

A live store trial de-risks a national programme. It reveals not only whether a display works, but which version works best and why — insight that compounds across every future campaign. Learn more about our live store trials and the way we plan, produce and deliver retail displays that earn their place.