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In this video, Lori Taylor, Senior Solutions Manager of Bish Creative, speaks with Kurt Deck, Senior Creative Display Manager of Kellogg’s Company.
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Retail Insights #18 The evolution and importance of retail displays in the market and how the audience is adapting.
Lori Taylor:
Hi, my name is Lori Taylor and I am a senior solutions manager here at Bish Creative Display. I have had the pleasure of working with Kurt at Kellogg’s for the last couple of years. Hello, Kurt. Thank you so much for joining us today. We’re excited to have you be a part of this month’s Bish Retail Insight video. So thanks for being here.
Kurt Deck:
Yeah Lori, Kurt Deck from Kellogg’s Merchandising Services. Great to be here today. Just a little bit about myself. I’ve been with Kellogg’s for about 34 years. And within that 34 years, I’ve been basically on the sales side, but also, too, on the marketing side. So the nice thing about having the pedigree that I have is I have a lot of exposure how retail works and operates. And then on the marketing side, I can usually really utilize the creativity that is the fun part of the business to come up with solutions and designs when it comes to merchandising. I kind of oversee the merchandising group here at Kellogg. So we work in corrugated displays, metal displays, and plastic. So we cover the whole gamut when it comes to merchandising.
Lori Taylor:
So Kurt, my very first question is, how do you make a Snap, Crackle, POP display?
Kurt Deck:
Great question. And really, it’s not as easy as you think it is. It takes a lot of people with a lot of passion and a lot of dedication to come together to create that display. So really it starts out with an initiative, and a focus, and where we want to drive the business at retail and with certain brands. So really kind of starts with a great brief from our brand teams and what they want to achieve when it comes to moving the brand to the consumer. And that’s kind of where it starts. And then you work with really, really amazing agencies, creative agencies. And also, too, as we call them display agencies like Bish to help us navigate creativity and try to grab that passion that the brand team has in a brief and make it come to life when it comes to display at retail. And that’s how the Snap, Crackle, POP happens at retail displays.
Lori Taylor:
So Kurt, how would you describe the current retail environment?
Kurt Deck:
Current retail environment, Lori, is getting much better than 2020. We’ve learned a lot of crazy lessons from 2020, and it put us in a different direction than we are now. The current environment definitely is getting better, but probably is not going as fast as we’d like it in some markets, but it is changed when it comes to how we present our product at retail. It’s going in a good direction. We’re very happy where it’s gone and we’re looking forward to the future.
Lori Taylor:
So what do you believe are two of the most important reflections on retail from 2020?
Kurt Deck:
Yeah, 2020, it was crazy as we all know. There’s a lot of great lessons that came out in 2020. One was basically the shelf and how important the shelf was when it came to merchandising, and keeping, obviously, product on the shelf when it was really kind of crazy times in the beginning of 2020. And then maintaining it and keeping it to the place where consumers can actually find our product and actually shop it in a crazy environment. The next one would be being nimble and trying to understand the landscape and adjusting our merchandising strategies, and to accommodate to what we receive, and how we had to position our product at retail to the consumers.
Because as you know, there’s a lot of clean store policies out there in 2020 that limited the floor space that displays used to take. So we had to basically look at the landscape, the blueprint of the store, and rethink it, and rethink how the shopper shopped. So it actually opened up a couple opportunities for us to think smaller at some locations, to go bigger in others. So it’s actually a good learning process, but I’m sure glad we’re through it this year.
Lori Taylor:
So how influential is POP retail in the impulse buying world?
Kurt Deck:
When it comes to a POP influence at the retail world, it’s incredibly important, and it’s changing every day. And if you’re not rethinking it, or redesigning it, you’re going to miss the boat. It’s kind of a lifeline of the business. As you know, landscapes changing with retail, people shopping more online, getting delivered to the homes. So when the consumer goes to retail and goes to buy product, it needs to stand out, it needs to be clean and to be clear at retail so the consumer can purchase it. So no longer are the days of just throwing displays out there and hoping that the consumers bump into them. There’s more of a more strategic and more of a sound strategy behind how we design displays and how they’re executed that retail.
Lori Taylor:
So how do brands like Pringles and Cheez-Its continue to be market leaders in such a competitive category?
Kurt Deck:
Yeah, Cheez-Its and Pringles are monster brands when you work here at Kellogg’s. So we’ve got a lot of things that we’re doing to obviously grow the brand, not only in its base, but also to when it comes to innovation. So you’ll see, like in the Cheez-It world product lines, like Snap’d coming out, so competing more when it comes to like the potato chip occasion with like Frito-Lay. So you’ll see things like that coming from Cheez-It.
Pringles is a fun brand. So besides crazy, crazy flavors, you’ll see a different type of advertising coming out for Pringles. We have a real core consumer when it comes to Pringles that we can’t neglect. We’ve got to make sure that we stay current and we have to stay current with the consumer because we know they’re obviously changing all the time. We need to keep up with them. So those two monster brands, there’s a lot of effort here at Kellogg’s to keep those monster brands continuing to grow and be profitable for us. And there is some great, great work in the future for those brands.
Lori Taylor:
So how do you tackle display solutions per category, for instance, mass, grocery, convenience?
Kurt Deck:
Another great question here. And as you called out there, got three different unique categories when it comes to retail. Mass is much different than convenient and general grocery, or retail is different than the mass. So your merchandising solutions have to be different in each one of them. So mass is constantly changing in the direction they’re going. So you need to be able to stick out, and be easy to go through their network, and get out to sales floor. When it comes to general retail, general retail is obviously competing just like everybody else when it comes to online shopping. Also, they’re being a little more craftier when it comes to merchandising. So you’ll see things like smart displays and technology being utilized when it comes to general retail.
And then when you go to convenience, one of the challenges that we’re seeing with convenience, a lot of times convenience stores are tied into gas stations. So everybody has a smartphone nowadays, you can actually go to the pump, put your smartphone in front of the pump and basically start pumping gas. But how do you drive that consumer back into the store to make a purchase? So you really have to work really closely with those retailers to push that opportunity. So when they get into the store, you have to make sure that you’re on a display that really kind of puts your brand in the best position to have that consumer see it so they can make that purchase because they’re not spending a whole lot of time within the store, especially at convenience.
Lori Taylor:
So Kurt, what is a recent display success story that you can share with us? And why was it successful?
Kurt Deck:
Yeah, one of the most successful displays that we’ve been doing recently is kind of what we call the micro displaying. We’ve been working with Bish on this. What we found in 2020 is again, the environment had changed quite a bit, a lot of clean store policy. But there was also, too, a lot of different spaces throughout the store that we still had an opportunity to merchandise. And so what we’ve always looked at here at Kellogg’s is points of interruption. So how can we create points of interruption throughout the store so the consumer can to see our product or tie it in with … Or see it as a tie-in with another brand.
So some of the micro displays that we work closely with the Bish team to develop when it comes to like Pringles displays and the RKT treatment displays. These are small micro displays that can be placed throughout the store. So if the consumer is over by the beer section, they see a small strip of Pringles. There’s an opportunity to sell a can Pringles. Or if they’re upfront wanting to check out and they grab a quick snack, there could be an RKT bar up there. Or you go to another part of the section of the store that they could be buying something for the weekend. We just you in a position that can basically tie your product in with not a whole of real estate.
So the nice thing about these small micro displays is they’re not display that, “Hey, it’s always going to be in the store and it’s always going to push our sales.” It’s kind of a graduation point. So we start with a micro display. We tried to build upon it to get to a larger display while hopefully keeping the micro displays throughout the store also. So I would say that has probably been our most successful thing in the past year and a half, is really kind of really evaluating the market and then coming to the market with a solution that worked best for Kellogg’s.
Lori Taylor:
So what opportunities do you foresee in the ever-changing retail environment for in-store?
Kurt Deck:
As I spoke to some of the questions earlier in our conversation here, the environment is constantly changing. We have to stay on top of that with the consumer, again, doing a lot of shopping online and shopping differently. We really have to have displays that work harder for us. So not just a pretty display is going to cut it anymore. It’s got to be a display that’s thoughtfully designed and well engineered. So when the consumer goes in that store, or when they’re busy, it doesn’t take them a while to find that display. It’s really easy, it’s clean, it stands out. And that can actually be some smart technology involved too, so you can possibly communicate with the consumer too.
So gone are the days, again, as I called out earlier of just tossing out a pretty display out there and saying, “Hey, it’s going to sell product.” We have to be smarter. We have to actually look forward when it comes to technology and design and trying to make sure when the consumer are in the retail market, and they are in the shopping mode, that is easy for them and it makes sense.
Lori Taylor:
So how does merchandising effect the recent trend of people in-store acting as buyers versus shoppers?
Kurt Deck:
Lori, yeah, a continuous theme here, we really have to be smarter. And again, gone are the days when a shopper is just going to be moseying around the store, looking for a deal or looking for a possible meal solution, or they have the time. People are constantly going forward. They’re quite busy, but with technology, it’s also to a lot of people that had the time to do other things. So shopping could be far, far, far lower on their list of priorities.
So when they do shop, they’re coming into the stores as purchasers. They’re looking for something to buy, they’ve done their homework. They know they have a deal in a particular store. They know what they want. They’ve got to find it. So you need to develop displays that can draw them in quickly, either with a neat design from a graphic standpoint, or maybe possibly work with like a beacon technology that draws them in from their phone and tells them, “Hey, the display’s over here that you’re looking for that has the brand that you’re looking for.” So again, the future’s constantly changing, we have to evolve with that and we also have to design and develop displays that accommodate that.
Lori Taylor:
Well, in closing, Kurt, I wanted to thank you for joining us. It’s been a pleasure working with you over the years. It’s been fun. We’ve worked on a lot of amazing projects. And as you spoke on earlier, all of the Pringles and Rice Krispie Treat, and the cereal in a cup and Cheez-It strips, those have been really exciting. It’s fun to see those in the stores. And I look forward to creating more amazing displays with you.
Kurt Deck:
Thank you, Lori, it’s been really great working with Bish. You can see how the team has evolved and has changed. And the displays and concepts and designs that the Bish team is bringing to the table is definitely first-class, and definitely is forward thinking. So that’s why we look to Bish as one of our premium suppliers that we go to to find solutions that help us get to the market and drive our sales. So couldn’t find a better group to work with. So, thank you.
Job Title: Marketing Solutions Associate
Job Category: Project Management
Department/Group: Display
Bonus: Annual
Location: Lake Zurich, IL
Travel Required: 5% – 10%
Level/Salary: Range
Position Type: Full Time
Reports To: Director of Account Mgmt
Bish Creative has a deeply established reputation for award winning merchandising and marketing execution with recognizable brands, in all retail segments. Bish Creative’s core values and pillars for excellence (Customer Service, Innovation and Technology), provide a culture where breaking barriers is fun, creative solving is welcomed, and nothing is impossible!
As a Marketing Solutions Associate, this professional has ownership for all aspects of the production of a project. The Marketing Solutions Associate will be a member of the Vice President of Acct Management’s Staff and will assist various members of the Account Management team. This position is a stepping stone to our Account Manager position.
· The MSA works closely with the Logistics Manager and the warehouse team to coordinate shipping, tracking, and costs of the outgoing freight.
· Once the project has been shipped, the MSA will work with accounting to complete accurate invoicing.
· Complete occasional project estimates under Account Manager’s guidance.
· Complete all other duties as assigned.
· The chosen candidate will office at Bish HQ in Lake Zurich, IL. Frequent face-to-face interaction with the team is key to success. A hybrid model of 3 days in-office and 2 days work-from-home is available after a training period.
· Strong project management and team player skills required along with an ability to manage multiple projects and tasks.
· This individual should be a self-starter, able to work independently with minimal direction.
· Background in displays, printing, creative, or promotional merchandise is preferred but not required.
· The successful candidate must be able to work in a fast-paced environment and be able to switch gears fast whenever required.
· Candidates should have excellent organization and planning skills as well as the ability to manage priorities effectively.
· Netsuite experience is preferred but not required.
· Associate or Bachelor’s degree required
· Entrepreneurial spirit, ability to work as an owner of the company, driven by total results
· Strong written and verbal communication skills are needed
· Technically savvy with Excel, MS Teams, PowerPoint, and Outlook
· Proven ability to build relationships outside, and within, the company
Job Title: Account Manager
Job Category: Account Management
Department/Group: Display
Bonus Based on Personal and Company Performance: 10% target
Location: Hybrid – Office in Lake Zurich, IL / Remote
Travel Required: 10%
Level/Salary Range: Acct Mgr: Based on Past experience
Position Type: Full Time
Reports To: Sr. Director of Account Mgmt
Date Posted: 6/17/24
Bish Creative has a deeply established reputation for award winning merchandising and marketing execution with recognizable brands, in all retail segments. Bish Creative’s core values and pillars for excellence (Customer Service, Innovation and Technology), provide a culture where breaking barriers is fun, creative solving is welcomed, and nothing is impossible!
As an Account Manager for Display, this professional has ownership for all aspects of design, manufacturing, and delivery of displays customized to each client’s needs. Building relationships with the assigned clients (generally 4-6) is critical, as is detailed project management of up to 100 projects per year. The display business is core for Bish, and as such is in a critical position to drive success for the entire company. The Account Manager will be a member of the Director of Acct Mgmt Staff, which meets bi-weekly
• Accountable for the profitability of the account by delivering outstanding customer service, presenting ideas for growth, securing efficient pricing, and ensuring on time delivery by utilizing experienced project management skills
• Ensure that orders are properly scoped by the customer, including dimensions, budget, artwork, quantities, and other details in order to instruct Bish Design to render the idea
• Work closely with the Bish Design Team, to ensure the project is designed to the client’s expectations, while also staying within budget
• Obtain vendor quotes for individual projects, secure PO from customer, and initiate orders in a timely manner. An important responsibility of this role is to source your own materials for each of your projects
• Drive collaboration across Customer and Bish Resources thru disciplined use of prescribed communication tools
• Update the Bish or Client website with pictures, pricing, specifications, etc, as new items are added. Also perform basic web-related services as required (password resets, credentials, etc)
• Work closely with Logistics to ensure items are priced competitively, and delivered on-time
• Prepare daily/weekly/monthly inventory, sales order, and other reports as needed
• Coordinate semi-annual Customer Business Reviews (CBR’s) with Sales to ensure that joint KPI’s are met, and future strategies outlined
• Exceed annual revenue and margin targets by delivering projects on time and within budget
• Assist with refining the Display process, updating as needed to meet your client’s needs
• Complete projects, and all other duties as assigned
• Based upon customer needs the chosen candidate may office at Bish HQs in Lake Zurich, IL, or remotely near the account’s facilities. Frequent face-to-face interaction with the client is often a key to building a strong and enduring business with them
• Strong project management, cost estimating, sales, and team player skills required
• This individual should be a self-starter, able to work independently with minimal direction
• Background in Promotional Merchandise and CPG experience is preferred
• The successful candidate must be able to work in a fast-paced environment, and thrive on change
• Associate or Bachelor’s degree required
• Experience in Project Management, Account Management and Sales is strongly preferred
• Entrepreneurial spirit, ability to work as an owner of the company, driven by total results
• Strong written and verbal communication skills are needed
• Technically savvy within Excel, Client Websites, NetSuite, MS Teams, Zoom, and Outlook
• Proven ability to build relationships outside, and within, the company
Embark on your journey with us, where we breathe life into your idea. Through collaborative partnerships, we employ avant-garde design tools and CAD expertise to materialize your concepts. Each detail is meticulously refined in our prototyping phase, ensuring that your displays are not only visually captivating but also strategically impactful. Our passion lies in transforming your creative vision into practical and ultra-engaging designs.
At Bish Creative, we’re dedicated to orchestrating your vision into a tangible retail reality, offering and all-encompassing array of services that guide you seamlessly from concept to consumer engagement. From initial creative through the finishing touches, distribution and robust reporting. You can trust Bish Creative to deliver pioneering and inventive solutions that will put the spotlight right where it belongs, on your brand.
Elevate your brand with our unparalleled manufacturing prowess. Our elite team translates the approved designs into tangible realities with utmost precision and expertise. Leveraging state-of-the-art technology and premium materials, we craft displays that epitomize quality and endurance, ensuring your brand’s message resonates vividly. We take pride in our artistry and unwavering commitment to delivering superior manufacturing solutions.
Immerse your customers in a sensory experience with our meticulous packaging and signage solutions. Our design team ensure your products are presented in a manner that embodies your brand’s essence, captivating attention and etching an indelible impression. Packaging transcends mere protection—it’s an art form that enhances your brand’s value. Empower your brand’s visibility with our tech-driven print management and print-on-demand services. Seamlessly adapt to evolving market dynamics while upholding brand consistency and quality. Our dynamic solutions keep your brand at the forefront, ensuring an enduring presence in consumers’ minds.
Navigate the complex retail landscape with ease. Our warehousing and fulfillment solutions optimize inventory management, ensuring efficient storage and prompt delivery. Mitigate excess inventory costs and minimize stockouts with our agile systems, empowering you to meet market demands swiftly and seamlessly.
At Bish Creative, we offer robust reporting capabilities to keep your brand team informed and empowered. Our detailed monthly reports cover every aspect of the fulfillment process, from inventory management to delivery performance. These comprehensive insights enable your brand to make data-driven decisions, optimize operations, and achieve strategic goals with confidence and clarity.
As a Project Manager for Bish Creative, this professional has ownership for all aspects of design, manufacturing, and delivery of displays customized to each client’s needs. Building relationships with the assigned clients (generally 4-6) is critical, as is detailed project management of up to 150 projects per year. The display business is core for Bish, and as such is in a critical position to drive success for the entire company. The Project Manager will be a member of the Director of Acct Mgmt Staff, which meets bi-weekly.
Designs interior spaces in new and renovated buildings; meets functional and aesthetic goals; researches and purchases furnishings and fittings; and establishes corporate or individual client base.
Bachelor’s or Master’s Degree in Interior Design, Architecture, Creativity, Spatial Skills, Attention to Detail, Multitasking, Problem Solving, Decision Making, Teamwork, Mathematics, Budgets, Research, Negotiation, Interpersonal Skills, Written and Verbal Communication, Knowledge of Local Codes.