Keeping things fresh in your store is important, but not always easy. Because of this, we’ve put together some tips and tricks to help you excel in the retail display game.
Learn From The World Around You
While it’s important to be unique, it’s also wise to learn from the success of others. So how do you accomplish both?
“Whenever you travel to a new town, take in the local shops to pick up new ideas.”
Pay attention. Be open to being inspired about your shop’s displays when you aren’t actually at your shop. When you travel, go to small businesses, or even large businesses, and take a look around. What displays catch your eye? What ideas look like they are working? How can you apply these types of ideas in your own shop? Is there a different way to display clothing? Are there displays with signs or lighting that work well?
Be open to being inspired from other sources as well, perhaps magazines, commercials, trade show displays, etc.
Bring Customers In With Pigs and Attention-Grabbing Window Displays
The purpose of a window display is to grab the attention of passers-by and convince them to come into your store to find out more. To do this, you need to pique their interest, but still keep them wondering.
Another way to keep customers curious is to use the “pig in the window” strategy. If you aren’t familiar with this, here’s how it works: you place something (the “pig”) in your display that works well in the display, but makes people wonder why it’s there. The Retail Doc puts it this way:
“Find a totally unrelated item and put it in your display. It serves as a prop. Its only purpose to grab your customer’s attention. Add a stuffed toy pig to complete your Kitchenaid display. It is not necessary to add a prop to every display, but the idea should always be there. They make the customer ask themselves, “Why is that there?” They are intrigued and come in to learn more.”
Above are two examples of pigs in the window. The bottles on the left and the cake and balloons on the right pique curiosity and pull customers in. What can you add to your window display to spice it up?
Be sure to be aware of any potential damage to items placed in window displays. If a product is sensitive to sunlight, you may want to display it away from a window that receives wonderful, yet potentially damaging, sunlight.
How to Decide What to Display
- Don’t Display What Customers Need – Many times, customers already know what they are looking for when the come to your store. What they don’t know is what else you can offer them. So put your energy and shelf space into displaying items customers may not need, but will want.
- Put the Newest Items in the Front – Showcase your new items. Customers that come in regularly will look forward to seeing something they haven’t seen before. Showcasing new products lets customers know that they should come back regularly to see what new products you have to offer. Display new products near the door so customers will see it right away and start off their shopping experience with a good first impression. They’ll also be drawn in to look at the rest of the store.
- Move Old things to Make Them New – Keep your store fresh by moving things around. Those same regular customers that look forward to new products, will also start to memorize where things are in your store. They may pass over your displays, without actually looking at the products if they feel they’ve seen it all before. By moving things around, you prevent this from happening. The Retail Doc recommends moving things around every couple of weeks to keep things fresh.
“Old merchandise moved to a new spot will sometimes make the customers think it is newly arrived and pay more attention to it. This sounds strange, but it really works.”
Pay Attention to the Details
- Do not touch = Do not buy. Customers will often come to your store specifically because they can physically touch your products. Take that away from them, and you take away one of the main reasons they came in the first place.
“One of the huge advantages physical stores have over online ones is the opportunity they provide for customers to touch and feel products. If you take that away with a “don’t touch”, you are taking away a reason for them to come into your store. “Don’t even do that in a glass store! Why? Because you might as well be putting up a sign that says DO NOT BUY.”
- Double check items to make sure everything is priced. If something has no price, customers will be less likely to buy it. Lack of a price tag also puts a hurdle in the way of purchasing the product and suggests its price is high. Customers don’t want to have to ask how much something is. So don’t make them; price everything.
- Make sure you have excellent lighting. Great lighting will really make your products stand out. It can be the difference between products flying off the shelves, and products gathering dust. You may notice this tactic in grocery stores. I’ve recently noticed refrigerated pet food that stands out because of the well-lit refrigerator it is in in the non-refrigerated pet food aisle. The Coca-Cola coolers we eye at the checkout have also upped their game with their LED lighting.
Keep Display Items In Stock
Make sure you are keeping track of how well items on your displays are selling and be sure to have plenty of inventory for the popular items. You don’t want to have an awesome display that does its job but is rendered useless because customers can’t buy what it’s featuring.
Related Article: Choosing the Right Inventory Management Software For Your Business
Keep It Fresh and Exciting
To create displays that effectively sell more products, keep things fresh and give your customers something to be excited about. You know how great your products are, now just display them well so your customers will notice them and ask you about them.