The DisplayMax Factor at Work

When Charlie and Sue Domen founded DisplayMax in 1991, they built the company on a principle that sounds deceptively simple: perform until you meet the customer’s expectations. Not some of the time. Every single time.

A retail industry study published by RIS News, the retail technology publication, found that 62.9% of stores in a given chain fall below 80% compliance on in-store initiatives. A whopping one-third of those executives report losing 5–14% of annual sales due to retail non-compliance. On a projected $30 to $40 million in annual revenue, that’s not a rounding error, it’s a financial crisis.

After more than three decades in the retail services industry, the Domen’s founding principle has evolved into a systematic methodology called the DMax Factor — six proven strategies that drive what most retail services companies only promise: 100% compliance on every project. You can trust the DMax Factor to close the gap!

More than a tagline

The DMax Factor represents the unique blend of team dedication, accountability, and results that defines every DisplayMax project. It’s not a slogan or a sales pitch. It’s a framework — six interconnected strategies that govern how DisplayMax plans, staffs, and completes retail execution work for clients like Advance Auto Parts, ACE, The Home Depot, and PetSmart. Team dedication + accountability + results = the DMax Factor.

“The key reason for our success is that we always begin a project by first understanding your objectives and expectations,” says Charlie Domen, President of DisplayMax. “We want to know what success looks like to you and do everything we can to achieve it.”

Key Factors

1. Work ethic

DisplayMax’s standard is maximum effort, all the time. Not just on the high-profile rollouts or the stores the client plans to visit. Every location gets the same level of commitment. Compliance at scale requires consistency, and consistency requires a work ethic that doesn’t fluctuate based on who’s watching.

2. Go above and beyond

While most providers just execute the scope, we have a different perspective. Meeting a project’s scope of work is the minimum expectation — not the ceiling. DisplayMax field teams provide more than the customer expects. That extra effort might be small: flagging an issue outside the project scope. Or it might be significant: finding creative solutions to installation challenges no one anticipated. Either way, it reflects a mindset that treats each store as if it’s the only one on the schedule.

3. Adaptability

Retail projects are unpredictable. Fixtures arrive late. Store layouts don’t match plans. Schedules shift without warning. Instead of merely responding to unexpected problems, DisplayMax anticipates surprises on every project and trains its teams to solve issues in real time. Adaptability protects compliance when conditions change, and in retail, conditions always change. Speed and adaptability mean that your projects are fully finished, on time, every time.

4. Caring

A strategy of care might seem unusual in a business context, but it’s central to who DisplayMax is. Instead of being driven by transactional thinking, the company operates from a core belief: we only exist to help others succeed. When a company hires us, they’re not only getting a vendor, but a trusted partner in retail success. When that belief drives how field teams approach their work, the result is execution that prioritizes the client’s outcome above all else. Caring prevents shortcuts. It makes “close enough” unacceptable.

5. Do the job correctly

Rework is the enemy of success in retail initiatives. Every time a team returns to a location to fix an error, the project timeline stretches and costs climb. DisplayMax teams take pride in doing the job right the first time — every fixture installed to spec, every display set to planogram, every detail aligned with the scope of work. Precision on the first pass is the fastest and most cost effective path to 100% compliance.

6. Build partner relationships

DisplayMax doesn’t want to be your vendor. The company strives to be a trusted resource — a partner who understands your business, your standards, and what success looks like to your team. That distinction matters. While vendors complete transactions, partners invest in positive, long-term outcomes. The relationship DisplayMax builds with its clients is what enables the kind of alignment that consistent compliance demands.

IV. Relentless Execution — The engine behind the strategies

Strategies without execution are just ideas. That’s why The DMax Factor emanates from our team members in the field and their fidelity to these factors. Strategies are only as strong as the people executing them, and DisplayMax’s field teams operate with a shared commitment to integrity, accountability, constant improvement, and problem-solving. DisplayMax teams are committed to doing the right thing even when no one is looking, through accepting personal responsibility and working hard to contribute to the team. Each of our members is always striving to improve as well as encouraging the members of their team. We believe that all of these ingredients combine to form the best retail service company in the business. To us, these are not just typical corporate values written to impress but our mission and purpose of why we exist. They are the heart of the DMax Factor and the lifeblood of our company. Extended road time together builds trust and cohesion within the team, leading to reliable execution at every store.

DisplayMax’s three complementary service areas: Services, Fixtures, and Construction, create a unified execution advantage for our each of our customers. When one trusted partner takes ownership of the full scope of a project, Relentless Execution becomes a structural advantage, not just a philosophy. Unlike more other retail supply companies, consistent standards, singular accountability, and the DMax Factor are applied end-to-end on every project.

This is what DisplayMax calls Relentless Execution: the unwavering commitment to completing every project as the client designed it, at every location, according to the full project scope of work. It’s not a slogan. It’s the daily reality of how DisplayMax operates.

Guaranteed

In an industry where two-thirds of stores can’t hit 80% compliance, DisplayMax guarantees 100% compliance; with no caveats, no footnotes. This guarantee is bold. But it’s not built on optimism. It’s built on six proven strategies, a culture of relentless execution, and a team that treats every project like their reputation depends on it — because it does.

We promise 100% compliance on all projects entrusted to our team. This means

We will complete each project location to the agreed-upon project scope of work.
We will return to a project site to fix or complete issues caused by our omissions or mistakes at no additional cost to you.
We will diligently work with your team to identify and solve issues and problems which are outside our control and finish the project in a timely manner.

The only acceptable outcome of any project we work on is 100% compliance! “We then commit to completing the job as you designed it, according to the project scope of work at each location,” Domen says. “We guarantee it.”

Experience DMax Factor

The cost of poor compliance is too high to accept as normal. Lost sales, wasted investment, and inconsistent customer experiences don’t have to be the standard your retail projects produce.