It's great to attract lots of shoppers into your store, but if theydon't convert into sales then all your effort is easily wasted. A wellexecuted retail display can help maximise conversions so that browsersbecome customers. Throughout the guides in this hub we'll help you toplan, construct and merchandise your retail displays so that they havethe 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 aspossible whilst showing off the benefits of each product. Where does theshopper's eye focus on your display? Are their eyes drawn toward aspecific product? Or instead, are they confused about where to look?
One way you can immediately increase the effectiveness of a displayis by using tiering. The simple addition of a tiered display stand isjust one way you can make your product displays more effective. Thetiers make it easier for you to display products on multiple levels,ensuring that more products are seen by your customers. If youhave limited counter or floor space then tiered stands can double ortriple your merchandising space, giving your products more space to makean impact. Often space given is proportionate to the value of aproduct, so spacing products sufficiently can add to perceived value.
As your product ranges change with seasons, holidays andpromotions you'll need to switch up displays and move priority items tothe front of your store and to key hotspots. Lightweight and portabledisplay stands can help maximise product placement all year long, andoptimise opportunities to make sales.
2. Increased customer engagement
Highly engaged customers buy more, endorse your brand and are morelikely to keep buying from you. It particularly matters for smaller orindependent businesses who are up against market leaders with bigmarketing budgets. You can easily differentiate your brand fromsuperstores and chains by creating a more personal experience.
What do you want your shoppers to do with your product when theyencounter your in-store display? Try it on? Taste a sample? Pick it upand take a closer look? When merchandising your displays, keep in mindthe purpose and intent. This will help you to refine your display andsteer 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 reallyhelp you achieve this goal. The display needs to be as attractive asthe 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 plattersof tempting tasters – who can resist a free sample?! If this issomething 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 yourshopping list and left with a full reusable bag and a lighter bankbalance? It's highly likely that you've fallen victim to a great retaildisplay. Your efforts to get shoppers into your store alone won't ensuresales at the till. You should always be thinking about how you caninspire customers and increase your average order value with yourdisplays.
A good retail display utilises the same skills as a great salesperson. Show the customer what they want and suggest products that theyneed. The way you layout your products in your store can have asignificant effect on this cross-selling technique. In the case of aFarm Shop, a customer may come in looking for a cheeseboard for aspecial occasion, but may have not considered accompanying chutneys,crackers or wine. Grouping items that sell well together throughout yourstore will immediately impact sales.
A great way of getting fresh ideas is to step outside your store andsee what your neighbours and competitors are doing. Which displays catchyour eye? What creative inspiration could you take from them? It's okto borrow ideas but try not to recreate them like-for-like as you wantto 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 floorteam. Signage helps your customers find what they're looking for andhelps 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 ofsale that's been designed to catch the eye of customers and offersflexibility 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 benefitin 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 basketsto present prices in a professional manner without detracting from theproduct. Items like these are a great way of displaying price that'sin-keeping with your decor, be careful not to undo your hard workby 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 tothe product and boost the chances of a conversion. The most effectivepoint of sale communicates a clear message, creates a higher perceivedvalue of the product and in turn boosts sales.
Top tip - Keep your messages simple and concise, too much informationis usually ignored. Can you simplify your text or take out unnecessarywords? Finally, think about what it is you want your customer to do whenthey read your sign, a powerful sign includes a clear call to action topersuade customers to complete your goal.
5. Improved brand loyality
Every single element of your retail space helps contribute to yourbrand image. It's not just the products you sell, it's the décor,atmosphere and experience that all play a pivotal role in generatingsales too.
When selecting display units and retail furniture, choose styles andmaterials that will complement your products and appeal to the majorityof your customers. You want your customers to get a feel for your brandthough the visual displays and retail props that you choose. Forinstance, if you are trying to promote specialist foods to an affluentaudience, 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-brandand consistent.
If you want to give customers a positive impression of what yourstore represents, it's critical to keep your counter-top and floordisplays well-maintained and decluttered, so keep on top of housekeepingand keep displays clean and well-stocked.
Brand consistency is also an important element of retail display. Bytelling a story you help the customer better understand the product mix.In a retail setting, mixed messages and inconsistencies can overwhelmand confuse customers. By creating continuity in your retail displaysyou can positively impact on how customers perceive your brand.
