- Appearance – Colours are a major factor in making your display stand out from the rest of your products. Finding ways to make the design contrast with the rest of your shelves is important, and don’t get carried away with complex artistic designs – your job is to direct attention, not to impress. Size is not as big a factor as you might thing, and stands can be whatever size best fits the product and display area, with location being far more important.
- Location – Shoppers often use a scanning method to view shelves, looking for familiar colours or packaging formats. Placing your marketing displays at eye level increases the chances of your highlighted lines being seen during a visual sweep.
In terms of placement within your shop, it makes sense to place stands in the busiest areas, or places where you have captive audiences such as till queue areas. Be sure to tailor your stands to areas of the shop too, use common sense to decide which kind of shoppers are likely to be interested in which product. This can be especially useful with new niche products that people would not be aware of – think over your target audience, decide what area of your shop those shoppers will head towards, and place your stands there.
You should also give thought to where you place your stand in relation to the other products you sell. Shoppers tend to view shelves in the same direction that they read, from left to right in this country. Placing your new product to the right of an established best-seller can result on people who have searched out this product following their natural gaze over to your sales stand.
- Persuasion & Assurance – Once you have got shopper’s attention, you need to convert that into a sale. Research has indicated that you only have around 10 seconds for your product to make its impact before a shopper will move on. Placing easily seen tags on the products with the most useful or relevant information can help convert sales – for example, noting safety certification or suitability for kids could instantly assure someone they are picking the right product. Making everything as easy as possible for your potential customer is the best way to get to a quick sale. You may also choose to employ special offers or discount stickers to keep attention on the stand and add leverage to the offer.
- Observe – Don’t spend time setting up your displays and then just leave them be and hope for the best. Your sales records give you valuable information on how well your marketing displays work, and moving them around every month could provide interesting feedback on what works best for different products and different target customers. Take details of your display placements and dates, along with sales figures for those periods, and analyse them monthly for clues on how to optimise your setup. If you have the time and patience (or spare staff) to observe security camera footage, you may be able to pick up useful customer behaviour.