7 Tips for Creating Winning Merchandise Displays
You have just a few seconds to grab a shopper’s attention and, if you’re lucky, a few minutes to influence that shopper to buy your product. According to shop! 68 percent of all in-store purchases are impulse driven. For retailers and CPGs, the way a product looks in-store can directly affect purchasing decisions. That’s why it’s incredibly important to invest in professional retail display fabrication and design. Here are some tips to consider when executing and installing merchandise displays that POP.
Consider colors and shapes
Bold design, bright colors and vivid imagery have the potential to deliver serious stopping power. The suggestive power of color can work to your advantage, even while adhering to brand standards. For example, warm colors trigger impulse while cool colors trigger a healthy feeling.
In addition to color, unique display shapes and sizes stand out on shelves and in the aisles within your product category. Curves are proven to generate more sales lift, especially in the beauty category.
Opt for sturdy substrates
Durability is critical. Your merchandise display must be able to withstand the wear and tear of store traffic in order to look appealing. If you know that your products will be showcased in a busy retail environment—or are high-ticket items—then invest in strong, long-lasting materials like plastic retail showcases or metal store displays.
Message hierarchy and positioning matters
A clear message and call to action is crucial, but positioning and hierarchy are just as important. There is no need to address every single product feature in your display. Keep it simple with just a few words that appeal to consumers’ needs and/or wants. Also, be sure to use bold, easy-to-read type and make sure pricing is legible.
Stimulate the senses
Don’t rely on visuals alone to communicate your message. Create experiential displays as a retail sales promotion strategy. Appeal to your customers’ senses by allowing them to sample your product. If sampling is not feasible, simulate what it would be like to use or consume your product and/or illustrate the results or benefits. While you should be creative with your point of purchase displays, it must be intuitive in order to be effective. If sound, scent or motion technology is used to get a shopper’s attention, they must know exactly what they are supposed to do. Do this with direct messages like ‘Smell This’, ‘Press Button to Play’ and/or include arrows that point to the action desired.
Find a reason to celebrate
Some of the best merchandise displays complement a special occasion. CPGs and retailers are especially good at executing this around the holidays or major sporting events. Think of all those neat store displays that get you in the holiday spirit. That’s the type of imagery that gets people excited and more motivated to buy.
Keep displays stocked and clean
Be easy on the eyes. Determine how many products you should display without going overboard. Give shoppers a link between the visual and the message in an uncluttered design that includes white space. And always make sure shelves are restocked to avoid empty merchandise displays.
Ensure proper execution
The power of POP print has been proven time and again to drive sales lift as much as 200 percent! There is an expectation that a program will, in its totality, make it to the retail floor. Yet, according to the POPAI/ARE Compliance Initiative Report, only four out of 10 planned display executions are compliant. Materials either never reach their intended destination, are obsolete by the time they get there, not placed in their proper location or are simply never installed and end up in the trash. So, make sure you have the proper auditing processes in place to ensure your well thought out merchandise displays are implemented as intended.
Hopefully, our tips inspire you to create an award winning point of purchase display. Need more inspiration? Visit our merchandise displays gallery. Need help executing professional merchandise displays? KDM can help! Learn about our merchandise display services and contact us.