Boosting sales with retail displays
Increasingly, the challenge in retail marketing is to help the customer to buy rather than trying to sell him/her something. Among an endless range of retail marketing ideas, those that stand apart from the rest originate from one-of-a-kind concepts that give customers a practical and visually attractive reason to make a purchase.
Retail displays are the mechanisms that retailers use to attract attention to their products most especially the newest products. In the world of advertising and marketing, looks are everything so the designs of these displays are often discussed at length in sales, marketing and advertising meetings, to make sure that the best possible push for the product is presented.
Creative retail marketing ideas go a long way in boosting sales and maximising marketing impact by drawing a customer's attention to specific products. From artistic displays to functional demos, product retail sales and marketing are affected through continual efforts to engage customers in product-related concepts that promote buying.
Product launches are made and broken by the image of how a product is displayed. A poor display is definitely one of those things that could make most potential customers ignore your product, or even get a bad impression of it.
What does it really take to make a good retail display and what considerations does one have to take designing a display stand that will maximise marketing impact?
One of the important things about a display stand is that it is supposed to be an extension of the entity of the product. So when designing a display stand, the essence of the product that is being sold has to be captured. The display stand is suppose to show off the product in all its glory, so focusing on what makes the product so unique is the first consideration to make.
The other important thing is making the display something that people can relate to. When people buy clothes from clothing stores, they mostly go to the mannequins and see what they are wearing or will be wearing if they buy the clothing items. Store fixtures such as mannequins aren't only in the store for visual effect; they also do a little marketing, in effect they help the customer decide to buy. The same applies for retail display stands. By being shown as something that should be a good fit, people will be eager to try it out themselves.
Whatever the product being sold, clever retail marketing that appeals to customers and increases buying by capturing the essence of the product and designing a display that people can relate to, is essential.
Good display stands make a difference and there is nothing as clever as strategising at the design stages of the display stands ensuring that the two most important things that maximise marketing are incorporated and paid attention to. Attention to these details will ensure that the first step taken to selling a product in-store is appealing in-store presentation and display.
About Willem de Bruine
Willem de Bruine is business director of Retail Display Solutions (RDS).
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