In the ever-evolving world of retail, certain displays transcend their basic function and become true revenue engines. When a display is so effective that retailers fondly nickname it "the ATM machine," you know it's doing more than just showcasing products—it's transforming the shopping experience. What separates these game-changing retail displays from the thousands of forgotten fixtures gathering dust in stockrooms across America?
The GoPro Effect: When Display Design Meets Brand Vision
One of retail’s most memorable success stories is the iconic GoPro white tower display that transformed the retail landscape in the early 2010s. Sparked by a chance connection on a Stanford alumni email chain, this collaboration led CDI to create a landmark in retail display design.
"It was a rare instance where footprint wasn't an issue," recalls CDI's president Louis Hsiao. "Retailers were clamoring to get this display because it was so impactful in the store, drawing attention and generating sales for GoPro. They nicknamed it 'the ATM machine' because it just cranked out cash for the stores."
With its commanding presence, integrated video screen, and perfectly lit product stage, the display didn't just showcase cameras—it transported customers into the world of adventure that GoPro represented. However, when other brands rushed to copy this success by adding screens to their displays, many fell flat. As Hsiao notes, "Having a video isn't the secret formula for success. It's the content, the overall gestalt of everything coming together and working right and serving a very meaningful purpose." This experience underscored CDI’s guiding principle: always design around the product itself to create displays that resonate deeply with customers and achieve lasting success.
The Secret Ingredients of Display Success
After three decades in the retail display industry, CDI has witnessed and shaped countless retail transformations. From the explosive growth of inline skating in the 90s to the digital revolution of the 2010s, and through the retail upheavals of the pandemic era, CDI has partnered with category leaders across sporting goods, consumer electronics, and specialty retail. Through these decades of hands-on experience designing solutions for brands like Rollerblade, GoPro, Bell Sports, and Pokémon, CDI has pinpointed what makes a retail display truly exceptional:
1. Brand Identity Translation
The best displays don't just hold products—they tell stories. When CDI designed displays for competing brands in the same category (as CDI did for multiple leading skate companies in the '90s), each solution was completely distinct. Different approaches, different techniques, but always authentic to each brand's unique identity.
2. Cross-Category Versatility
Modern retail success often requires presence across multiple retail categories. The most effective displays work seamlessly whether they're in specialty boutiques, big-box stores, or even resort gift shops. This versatility maximizes ROI and brand consistency across all customer touchpoints.
3. Engineering Excellence
It's the details you don't see that often matter most. A single wrong-sized screw or overlooked assembly instruction can delay an entire product launch. The best displays are engineered with obsessive attention to these minute details, ensuring flawless execution from warehouse to sales floor.
4. Future-Proof Flexibility
With retail constantly evolving and online sales reshaping the landscape, modern displays need built-in adaptability. Smart designs anticipate the need for future updates, seasonal refreshes, and integration with digital elements.
The Hidden Cost of Fragmented Display Development
Many brands attempt to save money by splitting their display development across multiple vendors—one for design, another for engineering, and yet another for production. While this might seem cost-effective initially, it often leads to:
Communication breakdowns between teams
Manufacturing issues discovered too late in the process
Inconsistent quality control
Delayed launches due to coordination challenges
Higher total costs from revisions and fixes
The Power of End-to-End Solutions
CDI’s most successful retail display programs over the past 32 years—whether for category leaders like GoPro, Bell Sports, or Pokémon—share one common element: they were developed through seamless collaboration between design, engineering, and production teams from day one.
This integrated approach ensures that creative vision aligns with manufacturing reality, budgets stay on track, and launches happen on schedule. More importantly, it gives brand managers and marketing directors the freedom to focus on their core mission—building their brand and driving sales—rather than coordinating between multiple vendors.
Looking Ahead: The Future of Retail Display
As the retail landscape continues to evolve, successful brands are reimagining what a "display" can be. From interactive kiosks to custom vending solutions, the definition of point-of-purchase is expanding. The constants will always remain the same: exceptional design, flawless execution, and most importantly, a deep understanding of both brand objectives and retail realities.
CDI has been designing and delivering innovative retail display solutions for category-leading brands since 1993. If you’re looking for a custom display solution, please reach out to info@popconcepts.com to schedule a consultation.
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