One of the major differences between brick-and-mortar and ecommerce retail is the ability (or inability) to create a physical customer-product interaction. In-store retail displays allow you to draw attention to specific merchandise, round out the immersive in-store experience, and flex your creative muscles.
In-store retail displays play a crucial role in driving conversations. Here Francesca Nicasio of Vend shares with us some insightful findings and know-how, can-do on retail displays!
According to NPD Group, window displays alone influence 24% of purchases. And that’s before shoppers walk into your store: Imagine the impact of displays once they’re inside?
Despite the opportunity that retail displays provide, many stores are still overlooking this important selling tool. Below, we’ll dive into reasons why your in-store retail displays aren’t working and what to do instead.
1. They’re one-dimensional
One common mistake that retailers make is creating a one-dimensional display that lacks depth and height, a couple of the most important characteristics for appealing visuals. Whether it’s monochromatic or features products of the same height, this in-store display mistake could make your products and your store appear dull and boring.
What to do . . . Vary the visual elements; add height, color or depth where possible. If your products are the same size, put some on pedestals, or hang them from the ceiling as in the example above.
2. They’re too busy and distracting
Sometimes, less is more. But it’s easy to overdo it with your in-store displays. “Simple is best,” says Greg Corey, founder and principal at retail design agencyPorchlight. “Oftentimes there is so much information that the space becomes cluttered and overwhelming.”
Whether it’s because of various team members’ conflicting input, lack of clear vision, or something else altogether, adding too much to a display can distract from its ultimate purpose: to drive sales.
“In some cases, the retailer immediately turns the shopper away before they have even sparked interest in the item by making the display unapproachable,” Corey says.
What to do instead . . . Establish a focal point for your display: If there’s one thing in your display that you want every passerby to see, what is it? Then design your display around that. “It’s best to narrow your focus and pull out key attributes that consumers can pick up on from at least six feet away and be drawn to learn more,” says Corey.
3. They’re complicated to execute
While we may have grand, creative ideas, they’re not always realistic. There are logistics that every retailer must account for, including but not limited to budget, staffing, and timelines. “Displays are on and off the floor in a matter of weeks to make room for new products,” says Corey.
“Another challenge is electrical. Electrical doesn’t always run to the middle of the store,” Corey points out. “So when you have displays that are in the dead-zone, there’s no way to incorporate video displays or backlit displays.”
What to do instead . . . It’s best to anticipate logistical challenges and design your displays around those circumstances. “As designers, we have to build the displays with low cost, non-permanent features because they will likely be shuffled around or damaged during relocation,” Corey advises.
4. They don’t reflect your price point
Linda Cahan, a retail visual merchandiser and design consultant, says one major miss for retailers is not respecting price point designing your displays. “Space equals cost,” she says. “If you have expensive merchandise, people will understand that if there’s actually some space between the items.”
What to do instead . . . Mind the space for your merchandise; the amount of space a product occupies should be proportionate to the price point. This sets expectations. “It improves shopping experience,” Cahan says.