The retailer will also experience impacts due to the different characteristics
of the display units. The unit A offers an easy solution for store
placement, while the unit B demands more handling at set-up, thus
creating differences in communication and customer value. On the
other hand, the display unit A has low consumer visibility and accessibility,
which requires more attendance by store personnel due to less
communication impact, less customer value for both retail and
consumer and less convenience for consumers. Furthermore, there will
be the risk of driving the cost in a less beneficial manner. In many
markets the store attendance work task is required from the manufacturer
by the retailer, which will increase the cost significantly for the
whole value chain, considering payment level and expenses incurred in
moving merchandising people from store to store.