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Subtle Store Displays

“Impulse buys”, “point of purchases”, this is terminology that every retailer should be aware of already, but the concepts of these ideas can cross over to every display and store fixture in a store. From how mannequins are positioned to shelving strategy, every display decision is a line of conversation between the retailer and the customer. Salespeople are practiced in influencing customers to pick the product with better profit margins, but store displays should be no less convincing, though on a much subtler scale.

The tricky part of any sales proposition is influencing the buyer without being overly obvious. Shoppers today have an extremely keen sense of advertisement, and the moment they feel like an associate is trying to influence their decision, they will usually leave, perhaps never coming back. This is why some subtle display strategy can do the trick without scaring anyone off.

For example, if there is a particular brand that allows good profit margins, it might be profitable to promote those products in some alternate way in the store. This might involve posters, pamphlets, videos, or even music, depending on the product. Believe it or not, strategic positioning of text or images will really affect a customer’s decisions. Make sure the any product claims are true and that the product you are pushing is a good product.

Positioning within a display is also another major factor. If you have several brands of a particular product, Divide the products into two categories of more expensive and less expensive products, and choose one in each category that is most profitable. The most profitable, expensive product should be centered, in a feature presentation style. Give it plenty of space. This product will define this category of products in your store. The other expensive products may surround it, but position the most profitable less expensive product near buy, with other less expensive products on the other side of it. Think about the way a customer’s eye might move. If they are looking for that product, the expensive, feature will catch their eye. If it is a little too expensive for their taste, they will move on to the surround products. They will quickly notice the most profitable, inexpensive product, and after looking at the other less expensive products, they will probably settle on the most profitable one. They have already given this product more value because it is closer in proximity to the more expensive products. Does this make sense?

Also consider the proximity of store fixtures and aisles. Customers want space. It keeps them from being overwhelmed and makes them feel like they can make their own decisions. Keep your displays simple and as spread out as possible, while still positioning those more profitable items strategically. This kind of store display strategy is really common sense, but it takes some time to map out. Think about your store display as your most valuable sales associate. How will train this associate so they can be most effective?

About the Author: Ron Maier is the Vice President of S & L Store Fixtures, a leading online provider of retail store fixtures

For more information about store displays, please visit http://www.slstoredisplays.com

Tags: gridwall, slatwall, store displays, store fixtures