You're faced with last-minute changes to a major promotional display. How will you ensure its success?

I draw on my extensive experience in handling such situations to ensure success. First, I quickly assess the scope of the changes and prioritize the most critical elements. Clear, rapid communication with all stakeholders, including the design, merchandising, and installation teams, is key to aligning efforts. I leverage my experience to anticipate potential challenges and implement efficient solutions, such as adjusting timelines, reallocating resources, or simplifying certain aspects without compromising quality. By staying calm, focused, and adaptable, I ensure that the display meets expectations and delivers impact, even under tight deadlines.

This never happens right? It will (guaranteed) so one must not just make change for change's sake. Every consideration from before needs to be quickly done again. You need to re-evaluate: Will this change mean targeting a different shopper and how do I ensure it will resonate (brand/item, price, season)? Can I still hit my financial goals (traffic, sales, volume, and/or margin expectations)? How will this impact future displays booked (pulling one ahead, running too many similar displays consecutively, etc.)? What tactics will be affected (labor requirements, inventory, deliveries, signage, etc.)? You must make quick, sound decisions given time is not on your side. But, whatever you decide, here's the key: overcommunicate!

Professional experience is the basis and you have to call up a checklist in your head and tick off the boxes (communication objective, message, target group, layout, CTA). Depending on the economic importance of the advertising display for the company, you have to decide whether it is right and will stand up to a board meeting or whether it needs to be upgraded/pimped.

This is where having AI tools adds a huge value and benefit, because you can run an unlimited amount of scenarios (what-if) and determine in minutes what the outcome is expected to be. For those of you that don’t have those tools yet, it comes down to having to re-calculate the lift, ROI, and other KPIs to see if it is worth it. While ROI and sales lift are the two main KPI’s, other measures like purchase behavior, buy migration, incrementally to the category all has to be considered. Additionally, internal KPI’s have to be considered, especially if inventory has been planned out already, cost of that added inventory, etc.

Assessing the whole impact of the alteration is an important aspect because it will not only waste the time & effort of the team but it will also take a toll on the final out come of the merchandise. If last minute changes has to be done put in mind the message that needs to be conveyed & the impact it will cause.

Utilize Available Resources: Leverage Existing Materials: Use any available materials or props that can be repurposed to fit the new display requirements. This saves time and ensures the display is completed promptly. Seek Assistance: If the changes are substantial, don’t hesitate to request additional help from other departments or external sources, if possible.

Communication is crucial if there are any last minute changes. Unless the changes to be done is not explained & dissemenated to the team questions & comflicts will arise. Once a clear message to the whole team regarding the alterations are discussed then it is time to do the changing process. Making sure that a time frame is set & all the needed resources & manpower are arrange.

This is where trust and the ability to rely on your team also comes into play. It's ideal to already have some contingency plans in place, but also take counsel from your field merchants regarding what they think will make an impact as well. This way, once product does arrive their buy-in will ease any friction regarding further changes.

When a plan-o-gram or brand guide gets updated last minute and the examples shown do not match your store’s layout or available fixtures, you can still execute a successful update. Determine the most important elements and start with that to ensure the main focus is evident, the build around that creatively in a way that makes sense for your customers with your available merchandise. If you have a delayed shipment and do not yet have the featured product you can still pre-set with a similar product/style so you can swap out when the correct product arrives with ease. Store employees be ready to justify changes during a store visit. Upper management/corporate give your store employees flexibility, they know their customer base best.

Quality check after the changes has done .Ensure that the display or presentation is creative and appealing to the customers view. Ensure that the quality of the items and promotions meet guest satisfaction and will reach your goal.