Finding that the shopping experience is being compromised by store displays that are not eye-catching, resulting in a failure to capture customer interest? The display layout is confusing and customers struggle to find the products they need, leading to a drop in sales? Merchandise displays are not regularly updated, resulting in customers losing interest in new products? If these are some of your recent concerns, read on. If you’re thinking of opening a retail store in the near future, make it a priority to read the 10 preparations you must make before opening a retail store.
As the saying goes, “First impressions count”. While this applies to everyday human life, it’s even more important for retail store owners. Because even if you have the best merchandise in your store, if your display doesn’t attract customers, it ultimately won’t sell.
Creative displays of merchandise can make ordinary items appear more valuable in the eyes of potential customers. According to researchers, here’s how the five sense organs respond to information, with the eyes accounting for a higher percentage.
- Sight – 83 %
- Hearing – 11 %
- Odor – 3.5%
- Touch – 1.5 %
- Taste – 1%
In this article, WAVF summarizes the following lessons based on communications from past clients we’ve worked with to help your business stand out and attract more customers.
What is Retail Display?
First, let’s know what a retail display is.
A retail display is a physical marketing, fixture or in-store area designed to attract and engage customers, showcase merchandise and drive more purchases. It can be almost anything that showcases or promotes your products or services.
Why is retail display so important?
With up to 76% of purchase decisions being made in-store, retail displays can be the final push to secure a sale. Whether executed on a large or small scale, the results can be outstanding. For example, a recent study found that placing products in new displays can increase sales by up to 478%. Yes, you read that right, 478%!
They are like your extra (but silent and often stationary) salesperson. They provide a quick and effective way to grab your customer’s attention, showcase your brand, offer promotions and make your products and services stand out from your competitors. We know they work, but studies like this one show just how effective they are.
Here’s how we look at it: imagine your retail display is someone you haven’t seen in months. You may know them well, or you may have only seen them a couple of times; either way, when you see them, you make an immediate judgment …… just like you do with the products and their displays in the store. Did they catch your attention? How are they presented? Do you want to know more about them?
With time and large budgets invested in planning, designing, producing and executing retail displays, their work is critical. They need to send the right message to your customers. You need them to have the desired impact: more sales.
8 Tips for Your Top Retail Display Concerns
1. Understand and use the right retail displays
How you understand and use the right retail displays is critical – especially when they can impact the customer’s journey through the store and you can position them strategically. So what are the most popular types of displays?
Window displays:The eyes enter your store. Your window displays should give you a taste of all the exciting things you have to offer and attract traffic.
Entrance displays: The first thing customers see when they step into your store. Entryway displays are perfect for showcasing seasonal merchandise as well as announcing new products and sales.
Individual displays: FSDUs can stop shoppers in their tracks and encourage impulse buying! And they save space, often holding a large number of items.
End Cap Displays: End cap displays are located between aisles. They are ideal for optimal product promotions and creative brand or item takeovers.
Tabletop Displays: tabletop displays can be an immersive experience and add life/inspiration to your display. Alternatively, they can be used to stack essentials for easy access by shoppers at any time!
Display cabinets: often ideal for luxury or more expensive products, these enclosed displays can make your merchandise look even more special, expensive or beautiful.
Gondola Displays: Hanging basket displays are perfect for changing seasonal products and promotional material on a regular basis. They can be flexibly arranged to display products of different sizes.
Banner Displays: Banner displays are fast, effective, portable and provide large graphic displays that can be used to share information with customers, tell brand stories and direct attention to certain products or offers.
2. Add different colors
Colors express emotions. They can ruin or damage your retail display, which is why it’s important to choose the right color scheme. Try limiting your color palette to one primary color and two or three accent colors to avoid busy or overwhelming spaces, and remember to be consistent with your color scheme across all channels to build brand awareness.
The same color can suggest a customer’s path of behavior to some degree, and clever color guidance can allow customers to browse in-store items in a sequential manner based on your arrangement. For more inspiration, consider that certain colors may have specific associations – for example, green is often associated with nature, while blue may be associated with peace or reliability. You can use these associations as a starting point for determining the overall colors used in product displays.
For example, more and more stores are incorporating plants into their displays, creating a relaxing, homely atmosphere, and 68% of customers say they would return to the store sometime, as opposed to the same old store!
3. Bundle your products
Bundling similar or complementary products into one product display can help your customers visualize how the product is used and can increase the value of an order by enticing shoppers to buy something extra. For example, try displaying similarly colored products together, bundling back-to-school items together, and putting products from the same holiday marketing together. This is also an effective way to reconfigure excess inventory. Are you struggling because of inventory issues? Try these 5 inventory activations to get your cash flowing.
When placing displays, try to avoid putting too many similar products together. For example, displaying dozens of blocks side-by-side may create a large selection that may prevent your customers from purchasing any of them.
4. Keep your retail display well-lit
Even the most creative display can lose its essence if it’s poorly lit. That’s why you need to invest in lighting, and your focal points and window displays should include accent lighting to draw customers’ attention to key products and signage. Poor lighting can ruin all the hard work you’ve put into making your store displays captivating.
It’s not always about white light. The lighting used can be determined by the season and the type of merchandise being sold. For example, during the holiday season, red lights may be used as a symbol of celebration.
5. Immersing customers through hearing, touching and smelling
Encourage customers to interact with the product by hearing, smelling, touching or picking it up. If you sell scented candles or incense, consider lighting one as part of your display. If you have boxed products, unbox samples and place them outside so customers can hold them in their hands.
There are two factors to consider when choosing the music to be played. First, the atmosphere the music creates and the message it tells about your brand. Secondly, does the music match the product you are selling? Will it drive more sales?
Music shouldn’t be destructive. With good music, customers can even spend more time in the store and buy more products.
Such interaction not only enhances the customer’s shopping experience and complete judgment, but also creates a deeper perception and memory for them.
6. Utilize attractive POS displays to drive last-minute purchases
It’s a well-known fact that customers are especially prone to impulse buying while in line at the cash register or POS (point of sale), so why not use this information to your advantage? A great way to increase sales is to create a captivating POS display that customers can’t ignore. A good POS creative display also creates conversation and boosts the probability of re-entering the store.
7. Personalize the display
Create an “Instagram Check-in Point” in your store. With the rise of social media, many retailers are taking notice and designing their store layouts accordingly.
One way to get more shares and likes is to designate a specific part of your store and get creative: you can incorporate witty quotes, creative marketing ideas or interesting lighting and fixtures. The idea is that people will walk into your store and can’t help but take a picture of the display Check-in point and spread the word.
8. Localize and engage customers
Customers are the main focus of retail displays, so why not involve them in the process? You can make your retail display more innovative by inviting customers to participate, interact and co-create. For example, you can use competitions, polls or surveys to ask customers for their opinions, feedback or ideas about your products and displays. If you want more detailed information on customer analytics and trends, you can read the 2024 Retail Trends white paper
Incorporate local tastes and preferences in your design. Pay close attention to local trends and popular beliefs in the area and make sure they are the focal point of your displays. In doing so, you’ll be more connected to the public.
We’ve said it before, but it bears repeating: the retail market is the battleground for consumer goods. Store display presentations are one of the most obvious weapons in the product marketing arsenal, and a few successful display tweaks can bring you a substantial increase in sales. If you currently have any other store display questions or product wholesaling difficulties, get in touch with WAVF and we’ll have an expert on hand! WAVF is a low MOQ wholesale platform that connects brands and retailers, providing faster and more WAVF is a low MOQ wholesale platform that connects brands and retailers, providing faster and more effective solutions to address your everyday retail wholesale challenges.
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