A Custom Display: Supporting Brand Recognition and Sales
By J. A. Young
A well-done retail display has the innate power to boost sales. In fact, according to advertising experts, a great display can lead to twice as many sales as a price reduction. Evidence asserts that impulse shoppers (i.e. people who purchase items that didn’t plan to shop for upon entrance to the store) are also substantially influenced by product displays. Showcasing merchandise effectively, therefore, is an essential aspect of generating sales.
What is an Effective Custom Display?
Simplistically speaking, a display that attracts buyers and inspires them to make a purchase of the showcased item is effective. Yet it’s not necessarily as easy today as it was in past eras to create smart displays. People have access to information so showcasing items that are fraught with negative online reviews isn’t necessarily going to move the items at the same pace as displaying items that are more highly regarded—even if they’re higher priced. Evidence shows that consumers will purchase more expensive items when they are effectively showcased. When a display can also demonstrate the superior quality of such items, the sales increase is demonstrable as well.
Developing a Great Custom Product Display
It seems that simply putting some merchandise on an end-cap display isn’t as effective as putting effort into the creation of a more savvy display. Visual merchandising has been evolving just as consumers and their practices regarding smart shopping are evolving too. Some display strategies are subtle as they are classic marketing measures. Placing items at eye-level of shoppers, for instance, is one important element of a good display according to one online journal for small businesses .
Of course, classic measures aside, there are new features to employ for today’s retail displays. Not only do some contemporary displays feature demonstrations for items, they also include interactive elements for shoppers. For instance, a roaring dinosaur that marches around its plexiglass display only occurs when a shopper presses the button to activate the toy. Invariably these grander displays feature some of the most expensive toys in the store, yet they are often sold out or nearly so—particularly around the holidays. The interaction is simple—press a button. The consumer isn’t taxed whatsoever to participate. The demonstration brings the product to life. Brilliant and the buyer is sold!
Naturally, stores contain a lot of merchandise that can be construed as quality items without the wow factor of a ‘roaring dinosaur’ for instance. Consider the changing seasons and a clothing store’s necessity to unload several dozen denim shorts piled on a table at the back of the store. The bargain hunters will snap up some; they’re trained to find those clearance items at the back. But if there’s a definite need to move more at a competitive price, move these shorts to the front. But first, purchase a talking mannequin—a hot advertising idea. Dress her up as cute as can be in the shorts and program her to tell passersby: “there’s still time to make him sweat,” or something that makes shoppers giggle and look.
Using technology in the display process whether it is motion lighting or talking mannequins provides an interactive experience. The key, of course, may simply be that extra creative effort. When you take time to build an effective display, buyers seem fully prepared to reward you by taking those items to the checkout counter.