A mixed bag

We are all looking for more bang for our buck, but sometimes it is worth paying a little more for better quality as it can be a solid investment. In the display systems sector, instead of focusing funds on the lowest cost, customers have taken an interest in versatile products.

Not only are people looking for display systems that can adapt to different needs, many also want something that is simple to install and easily transportable.

Kit of parts

Versatility is one of the major benefits behind T3, designed to be used as a framework system to carry graphics, and can be used in variety of settings. Founder of Tecna Display and T3 creator, Jonathan Evitts, believes that what people want is, ‘essentially a kit of parts’, as he explains: “This is something that they can put together in all sorts of configurations, and can be used in a number of environments. The idea of being able to have a product that can be made into lots of different structures is obviously hugely useful and gives the customer a lot of add-on benefits, and flexibility.”

Tecna is regularly updating the T3 range of products, adding to its versatility and relevance. The latest development to the system is fusion tube, which enables fabric, roll-up, rigid and illuminated panels to be used on one aluminium tube.

Bringing the outside in

Ultima Displays is one of the largest manufacturing, distribution and service groups in the display, exhibition and event market. Managing director, Andrew Burdett, believes that demand for versatile products is growing throughout this sector: “We’re starting to see a rise in interests towards outdoor products, as these can be used in a number of areas. We are finding that people are actually willing to pay more now for a better quality product.”

Ultima has also seen an increase in demand for textile-based graphics, as Burdett explains: “Textiles work well with outdoor systems because they are lighter, stronger and more durable. Products such as Zoom flags and Pegasus use textile very nicely.”

Ultima looked at improving the usability and flexibility of the original Zoom product and has since extended the range further by adding Zoom Lite, designed to give optional pole sizes from 2.8 to 5.6m, and a choice of three flag shapes; Quill, Crest and Feather on one pole size. The range also comes with a choice of six bases to suit any ground surface.

Pegasus is one of the largest format tension banners in the Ultima range, and claims to be ideal for exhibition stands. The lightweight and adjustable frame is also practical for portable display applications. Formulate is made up of aluminium structures and is easy to assemble with fabric optional graphic socks that fit around the frame.

“Traditional materials carry almost twice as much weight as a textile product. End-users have now realised that textile is much more fit for purpose,” adds Burdett.

Jonathan Evitt of Tecna also agrees we will be seeing more of textile graphics in the future: “Fabric is going to become much more important in display, and we are selling significantly more of our structure to go with fabric now than we have ever done before. Graphics fabric is improving in quality and reducing in cost. It is also much more ecological than traditional materials.”

Changing times

As well as a better understanding of available material, it may come as little surprise that economic austerity has also influenced trends in the sector. Paul Turner, of signage consultancy Paul Turner Displays, says that budget now has a lot to do with trends and growth areas, as well as reusable systems.

“Gone are the days when you get a system, use it one or two times, and then move on to another stand or a different type of system. Now people are looking at systems that can multi-task. They are also looking to avoid installation costs as you can make a substantial saving if you are not paying for a fitter,” Turner explains.

Turner works with a number of professional suppliers, including Eve Products and Display Makers, both of which design and sell systems that tick all of the boxes in terms of flexibility and easy installation. The ISOframe wave system by Display Makers links flexible graphics over any length of display, which can then be flexed to follow different shapes. The system can be used as a stand-alone feature or as part of a large stand using compatible components in the range.

The Twist exhibition display range by Eve Products is designed to offer flexibility, stability and ease-of-use, and can fulfil a wide range of exhibiting and display requirements—be it a single banner stand in a retail environment, a shell scheme system or a full bespoke stand.

“We will be seeing a lot more of soft graphics at exhibitions, such as printing on fabrics and stretching over large areas. You can cover a big area very cost effectively, using minimal infrastructure, and really get some fantastic results,” Turner adds.

Making a statement

As well as using versatile systems and textile graphics to stand out from the crowd, people are now also opting for wider units to make a statement, as Ultima’s Burdett explains: “Up until now, people have chosen units with graphics that are 800 or 850mm. Now, we are seeing a rise in popularity of wider banners, from 1 to 2m and beyond in width—so you get far more of an impact.”

Andrews also says tablets are starting to become more widely used, due to the growing and developing interest in interactive displays: “We’re seeing screens—20" and 22"—linked to a computer or a USB stick and then being used in static displays.

This can now be done without breaking the bank, as these are machines that people can use as part of their day-to-day equipment but can then also be used in a graphic environment.”

Getting technical

Technological developments in display systems, and particularly within the retail sector, will continue to gather a pace going forward. HL PPE designs, manufactures, and markets a wide range of POP and merchandising equipment for the retail market. Managing director at HL PPE, Duncan Hill, explains that brand owners not only want to make their products stand out from the competition, but also make the shopping experience, ‘easier, more interactive and enjoyable’ for consumers.

“Digital displays are just one of the relatively new technological developments we have seen gather momentum. Self-service checkouts, m-commerce and more recently contactless payments are also making their presence felt,” says Hill.

Looking specifically at point-of-purchase (POP), until recently the digital signage market has focused on large screens positioned in key areas of a store or near the check out. However, just like traditional POP, digital screens can have much more impact if they are positioned closer to the products they are promoting.

Hill adds: “With smaller screens now becoming more accessible, it is possible to locate them on the shelf where they add interest for shoppers and can provide more in depth information about products and ranges. This year we launched just such a solution, our Ad’Pulse compact LCD display screen, to the UK market.”

Originally available as a standard screen that can be used either on its own or connected to other Ad’Pulse screens in store via the internet, it is now also available in touch screen format.

Hill agrees that versatile display systems are now much more in demand, commenting: “Permanent displays are now very much favoured over temporary units. Clients are looking for features that make them easy to update, for example with new signage or accessories that will adapt them to make them suitable for different types of products.”

Looking specifically at the in-store environment, this is so fast-moving with seasonal events coming and going on a monthly basis at certain times of year that flexibility is absolutely vital to keep costs under control. Being able to install new signs in line with changing promotions means that businesses do not have to go to the expense of changing a whole unit.

Demand for display units that offer flexibility and longevity shows no signs of abating in the coming months. With continuing pressures and constraints on budgets, there is a need for solutions that stand the test of time, give you the edge over your competitors, and can also be adapted depending on changing priorities and campaigns.

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