For bricks-and-mortar retail stores, effectively displaying products can have a huge effect on both foot traffic and your sales. But there’s more to it than sticking your best products in the shop window. Good retail displays must be carefully planned and considered, psychologically targeted and backed up with expert customer service.
To help get you started, we’ve got 6 expert tips for your retail displays.
1. Match the store theme
Even the most appealing products will lose some of their lustre when poorly presented. So, it’s worth investing in quality displays that reflect the quality of the product. Glass or mirrored shelves, for example, can add a touch of class to any display. Because they reflect the light, they can also help to light the product.
A key part of any shopfitting project is creating a unified theme for your store. For example, tech retailers tend to favour sleek minimalist lines and bright lighting. Whereas, outdoor adventure stores often use wood accents and natural colour palettes. When choosing your displays, you should make sure they match your branding and your store theme. If your displays don’t match your store theme, they can appear out of place and give the store a cobbled together feel.
Checking out your competition is a great way to get ideas and see what other stores are up to. It’s also worth keeping up to date with what some of the world’s biggest retailers are doing. Sure, you may not have the budget to complete with those sorts of displays, but that doesn’t mean they aren’t a valuable source of inspiration.
2. Visibility and accessibility
Your products must be clearly visible and, where appropriate, accessible. Customers must be able to see the product as clearly as possible and from as many angles as possible. Products should be well lit. Again, mirrored displays are great for making sure products can be cleanly seen.
Products should also be accessible to both the customers and staff. In the case of valuable or delicate products, like jewellery or expensive electronics, you may not want customers to be able to access these products. In which case, it’s even more important that they are highly visible and accessible to the staff.
3. Don’t put high-demand items at the front
Your high-demand items and biggest sellers are great for your window displays. They capture the interest of foot traffic and help draw shoppers into the store. However, you want to make sure that these items aren’t the first thing shoppers can find when they come in.
If customers find that popular item straight away, they are less likely to spend time browsing and looking at the other products. And while you may make a quick sale, you’re effectively discouraging them from making additional purchases on top of the popular display item.
By placing these items deeping in the store, you’re encouraging them to browse and take up other items before they get to the one they already want or are most likely to buy. The idea here is that you turn a one-item purchase into a multi-item purchase.
It’s also worth bearing in mind that items closest to the front of the store are most likely to be targeted by shoplifters. And you don’t want those popular or big-ticket items being stolen.
4. Take strategic advantage of impulse purchasing
Displays should be optimised to encourage additional purchases wherever possible. One of the best ways to do this is to create stock displays around your point of sale and queuing areas. Stock these displays with last-minute or useful add-on items that a shopper may buy together with their main purchase. For an electronics store, it could be items like charging cables or batteries. For a shoe store, items like socks or shoelaces might be appealing. While these are often smaller, inexpensive items they can also be high-margin products.
5. Don’t crowd the store
While it may be tempting to get the maximum stock out on display, this can actually be detrimental to the shopping experience. An overcrowded or cluttered store can be hard to move around in and feel chaotic and unprofessional. All these factors are likely to decrease the chance of a sale and reduce the time shoppers spend browsing.
By carefully choosing your primary products to display and giving the customer room to move, you’re creating a more open flow to the shop floor.
6. Refresh your displays regularly
Finally, be ready to refresh your displays on a regular basis. Every week, month and season are good times to do this. Smaller displays and shop floor displays should be changed frequently to promote on-trend items and avoid a stagnant feeling in the store. Window displays should be changed completely every season but should also be regularly altered each month.
By refreshing your displays, you encourage customers to return to your store. Rearranging displays and stock can make it feel like you have new stock and customers may even find things they didn’t see last time and make additional purchases. You can also have a look on 6 Shopfitting Mistakes to Avoid
It goes without saying that refreshing your displays also means cleaning your displays. Regularly wipe down shelves and display units and dust stock. Nothing will destroy the chance of a sale quicker than dusty, old-looking merchandise.
Creating and managing effective retail displays isn’t difficult, but it does take work. Be prepared to try different things out and to return to the drawing board if needed. Make note of what works and what doesn’t so you can get the most out of your displays.