Retail stores rely on product displays to bring foot traffic into the stores and entice customers to buy. The retailer will ask numerous questions such as, what do I put in the window? What should be the first thing a customer sees when they walk into the store? How big should a retail display be? How many displays should I have? Many retailers neglect their shop’s windows, thinking that customers who need what they have to offer will simply come looking. But, in most cases, the store that doesn’t make an effort to entice customers will simply be passed over.
According to Humayun Khan, in an article for Shopify, a critical sales measurement for retailers, — whether pop-up shops, boutique stores, or established shopping destinations — is sales per square footage. This metric measures the average amount of money made relative to the amount of space it takes up in your store. Many see retail space and the way it is designed as the most influential force in helping customers make a decision to buy. Therefore, it’s important to continuously optimize the use of this space in order to maximize the revenue from it.”
Principles of Creating Great Visual Displays
So, what are some principles of creating a great visual display that generates sales from your retail space?
- Put your biggest objects on display and organize smaller products around it. With displays, the bigger the better. The idea is to catch the potential customer’s eye, and that is what a huge product does.
- Balance the retail display asymmetrically instead of symmetrically. Naturally, we lean towards organizing retail displays symmetrically (that is, evenly on both sides). But, this is exactly what customers expect. Their eyes are more likely to glaze over a symmetrical display. But an asymmetrical display is different and, therefore, more visible.
- Be simple. Don’t overcomplicate a display to the point where the shopper does not know what is being advertised. Remember, the idea is to get the customer to buy. If your display isn’t doing that, then it is wasting your floor space.
- Choose the right colors for the display. You want something that stands out but does not look out of place. Colors can make or break a display.
- Get the signage right. What is the display about? State that clearly. A rhyme, jingle, or slogan may be cute, but if the customer still doesn’t know what you’re selling and why you’re selling it, it is useless. Also, make sure the signage is readable from a distance. Shoppers shouldn’t have to strain to see the words on the display. The words should be few and large.
Tools Used to Make Great Displays
What are some tools used in making great displays?
- Cardboard, scissors, stapler, double-sided tape
- Display hooks for retail
- Hot glue sticks and glue gun
- Tape Measure
- Utility knife
- Hammer, nails, screwdriver, screws
- Markers and paint
- Signage and sign holders
Once you have these tools on hand and the principles discussed above in mind, you will be able to make great, effective retail displays that actually generate sales.