Why Is Good Display Important
It’s great to attract lots of shoppers into your store, but if they don't convert into sales then all your effort is easily wasted. A well executed retail display can help maximise conversions so that browsers become customers. Throughout the guides in this hub we'll help you to plan, construct and merchandise your retail displays so that they have the best possible effect on your customers and in turn, your sales.
This first article in our Retail Display Hub will introduce you to the advantages that a good retail display can offer. Why does it pay to spend time thinking about and considering your displays?
1. Enhanced product presentation
A well-designed, effective display showcases as much merchandise as possible whilst showing off the benefits of each product. Where does the shopper’s eye focus on your display? Are their eyes drawn toward a specific product? Or instead, are they confused about where to look?
One way you can immediately increase the effectiveness of a display is by using tiering. The simple addition of a tiered display stand is just one way you can make your product displays more effective. The tiers make it easier for you to display products on multiple levels, ensuring that more products are seen by your customers. If you have limited counter or floor space then tiered stands can double or triple your merchandising space, giving your products more space to make an impact. Often space given is proportionate to the value of a product, so spacing products sufficiently can add to perceived value.
As your product ranges change with seasons, holidays and promotions you’ll need to switch up displays and move priority items to the front of your store and to key hotspots. Lightweight and portable display stands can help maximise product placement all year long, and optimise opportunities to make sales.
2. Increased customer engagement
Highly engaged customers buy more, endorse your brand and are more likely to keep buying from you. It particularly matters for smaller or independent businesses who are up against market leaders with big marketing budgets. You can easily differentiate your brand from superstores and chains by creating a more personal experience.
What do you want your shoppers to do with your product when they encounter your in-store display? Try it on? Taste a sample? Pick it up and take a closer look? When merchandising your displays, keep in mind the purpose and intent. This will help you to refine your display and steer customers towards a clear action.
Encourage customers further inside the entrance by creating stand-out displays that stimulate shoppers’ interest. Choosing wooden display crates such as our innovative modular CrateWall can really help you achieve this goal. The display needs to be as attractive as the products, highlighting their key selling points.
If you're a Farm Shop or Deli then a really great way of engaging customers is with serving platters of tempting tasters – who can resist a free sample?! If this is something you've yet to try then have a read of our helpful guide 'Using Product Sampling to Boost Sales'.
3. Inspire customers and increase basket value
How frequently have you stepped into a store with one item on your shopping list and left with a full reusable bag and a lighter bank balance? It's highly likely that you've fallen victim to a great retail display. Your efforts to get shoppers into your store alone won't ensure sales at the till. You should always be thinking about how you can inspire customers and increase your average order value with your displays.
A good retail display utilises the same skills as a great sales person. Show the customer what they want and suggest products that they need. The way you layout your products in your store can have a significant effect on this cross-selling technique. In the case of a Farm Shop, a customer may come in looking for a cheeseboard for a special occasion, but may have not considered accompanying chutneys, crackers or wine. Grouping items that sell well together throughout your store will immediately impact sales.
A great way of getting fresh ideas is to step outside your store and see what your neighbours and competitors are doing. Which displays catch your eye? What creative inspiration could you take from them? It's ok to borrow ideas but try not to recreate them like-for-like as you want to set yourself apart from them and offer a unique shopping experience.
Did you know that you if you give a customer a larger shopping basket, they're statistically likely to buy more? Something to think about!
4. Compelling, sales-enabling signage
Consider signage and point-of-sale an extension of your shop floor team. Signage helps your customers find what they're looking for and helps them make an informed purchase. Much like your shop floor staff, signs can communicate price, offers and usage.
Leverage signage by investing in attractive chalkboards and point of sale that's been designed to catch the eye of customers and offers flexibility in-store. Our collection of freestanding chalkboards, adjustable display clips and hanging slate signs complement all of our retail display stands and furniture.
Don't be tempted to hide the price of products, there's no benefit in making a customer search for a price, it will only frustrate them. There are a huge range of point of sale items available including a variety of chalkboards and signage that will attach to stands or wicker display baskets to present prices in a professional manner without detracting from the product. Items like these are a great way of displaying price that's in-keeping with your decor, be careful not to undo your hard work by spoiling attractive retail displays with ugly plastic ticket holders.
While compelling signage should be eye-catching and informative, it's not the main attraction. Its purpose is to draw the customers to the product and boost the chances of a conversion. The most effective point of sale communicates a clear message, creates a higher perceived value of the product and in turn boosts sales.
Top tip - Keep your messages simple and concise, too much information is usually ignored. Can you simplify your text or take out unnecessary words? Finally, think about what it is you want your customer to do when they read your sign, a powerful sign includes a clear call to action to persuade customers to complete your goal.
5. Improved brand loyality
Every single element of your retail space helps contribute to your brand image. It’s not just the products you sell, it’s the décor, atmosphere and experience that all play a pivotal role in generating sales too.
When selecting display units and retail furniture, choose styles and materials that will complement your products and appeal to the majority of your customers. You want your customers to get a feel for your brand though the visual displays and retail props that you choose. For instance, if you are trying to promote specialist foods to an affluent audience, you may choose natural wood displays to help create a warm, inviting setting. Alternatively, you might want to go for a modern, clean look with metal and glass. Whatever you choose, keep it on-brand and consistent.
If you want to give customers a positive impression of what your store represents, it’s critical to keep your counter-top and floor displays well-maintained and decluttered, so keep on top of housekeeping and keep displays clean and well-stocked.
Brand consistency is also an important element of retail display. By telling a story you help the customer better understand the product mix. In a retail setting, mixed messages and inconsistencies can overwhelm and confuse customers. By creating continuity in your retail displays you can positively impact on how customers perceive your brand.
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