Any good retail store owner understands the importance of making a good impression. Why else would they spend hours rearranging their shops every week? However, many don’t realize that they have less than seven seconds to convince passersby to enter their store or customers to purchase their products. How do you leave such a positive impression that people want to give you their money? Two words: retail displays.
In a world where GIFs, TikToks and colorful Instagram ads vie for shoppers’ attention, you must make an effort to stand out. One of the best ways to do this is with an in-store retail display. While colorful signs, lights and freestanding features may seem trivial, they’re key to beating your competitors, winning loyal customers and improving sales.
1. Utilize Windows
When it comes to attracting customers, brick-and-mortar stores have a competitive advantage over online retailers because they have something the digital realm does not — windows. A dynamic, eye-catching window display will stop passersby in their tracks and compel them to enter your store. Once they’re inside, you have a much better chance of convincing them to purchase your goods or services.
Raise brand awareness, boost impulse buys and drive sales by using your unique display to increase foot traffic. Choose larger items that people can see from a few feet away and include bright colors, large fonts and other eye-catching design elements in your display. Place props at eye level and try to feature a relatively wide variety of products within a certain theme. Lastly, make sure potential customers can see into the shop so they have even more reason to come in.
2. Illuminate Your Display
What good is a window display if it’s dark and shadowy? Illuminate your products and draw attention to your store with the proper lighting. The sun will do most of the work during the day, but you may need spotlights, fairy lights, lanterns and even candles to set the tone and guide people into the store. If you don’t have any new products to showcase, choose light fixtures that match the current season and give you a theme to work with.
You can also use accent lighting inside your shop to direct customers’ eyes to certain areas and products. This type of lighting is an excellent way to highlight seasonal or noteworthy products. Additionally, you’ll want to use ambient lighting to create a bright, comfortable atmosphere for guests. Play around with bulb brightness and color to determine how many fixtures you need before making any final decisions.
3. Don’t Overstock
Last but certainly not least, don’t overstock. Cramming your shelves and displays with merchandise can convey cheapness and busyness, which can send potential customers rushing for the door. Instead, carefully curate your presentation — and your entire shop — so it’s as minimalistic as possible. Present your audience with a few quality choices, and leave room for a physical and mental break between each one to keep displays simple.
This minimalist design is aesthetically pleasing and signifies luxury to most people. It also allows your products to take center stage. They become the main focal point and demand customers’ attention, but in a vastly different way than bright colors, textures and letters would. Instead of overwhelming guests, this design tends to produce a calming effect. They can then focus on the basics and choose a few items with high price tags rather than a plethora of cheap products.
Tracking Your Success
Creating displays that grab peoples’ attention is vital to keeping your business alive and making a profit. Of course, a task this big will require the help of your entire team. Therefore, it’s important to make all floor sets, visual concepts, and stylesheets available to managers and workers. Once everyone is on the same page, you can truly prioritize display effectiveness.
Track your progress by forming a visual merchandising team. Monitor how layout, colors, product placement, and other key factors impact sales and revenue. Learning how to improve displays takes time and a bit of trial and error to get it right. So don’t be afraid to experiment and change displays to suit customers’ ever-changing needs.