The Christmas and holiday season is a period of opportunity for every retailer. In-store displays are major triggers for sales; store owners and managers can therefore optimise their stores to increase sales, going beyond reducing prices to investing greater effort in retail displays.
According to a 2012 research by POPAI, 76% of buying decisions are made in-store. A study from OgilvyAction shows that out of the 59% of US shoppers that bought products they didn’t plan to purchase, 24% were influenced by displays; 18% were influenced by in-store demonstrations; and 17% were influenced by price promotions.
Price will always be an important factor in driving impulse buying but this research also indicates that retail displays and various store promotions work well too even without a price reduction.
The study from POPAI analysed seven million shopper interactions with major grocery chains. Store displays more effective at driving engagement included floor stands such as freestanding displays and dump bins (51%); end caps (35%); and Power Wings/ Side Kicks (3%).
Tips for creating an effective retail display
Display basics for the store include being aware of stock volume; need for promotional display to survive several hours without refilling; keeping the display full; changing the product regularly; positioning it in a high volume traffic area of the store; focusing on one specific category and one product type only; proper signage; safety; and team being aware about the products on display.
The display design needs to be big, colourful, simple and different. A research by POPAI shows that the design of POP displays is very important in driving sales. Martin Kingdom, general director of POPAI UK & Ireland observes that the focus by many retailers on achieving uniformity of display in-store is potentially damaging because it turns displays into just another standardised fixture.
Retail displays need a theme such as using colour to set the mood; or using signage to tell the story. Also, creating a focal point in the display helps draw the attention of buyers.
A plan should be designed on paper before implementation. Arrange the store display based on colour and form; and create vertical and/or horizontal blocks. Create balance between dark and light colours since dark colours appear heavier than light ones; add dark and big items at the bottom; and add light items at the top.
Where lighting is concerned, do not light the display from the top as it creates shadows; light slightly from the side and at the front; and light the display from more than one angle if possible
To make the display stand apart, use colour contrast; place the display in an unusual position in the store; and use popular brands to attract shoppers.
SI Retail has over 35 years of experience in the supply of retail support solutions to retailers, designers and shopfitters in Australia and New Zealand.