How to Create Effective Store Displays

A product well displayed is already half sold. This deliberate adaptation of the adage 'a job well begun is half done' is very appropriate. A well-displayed product creates a need for the product and compels customers to buy.

To sell a product, it needs to be visible to the customer. The features of the product need to be highlighted and the product has to fill a need. Where there is no need, a need has to be created - this is called marketing.

Hallmarks of a Good Display Setup

• The display should be visible. The display should be where customers will see it.

• The retail display should stand out and be attractive. It should be in an area of the store that is not too cluttered with other merchandise, or it will not be noticed. The ideal place for a display is at the entrance to the section of the store that is selling that line of products. When shoppers see the new product, they will walk into the relevant section and will then be able to compare it with other similar products.

• The store display should compel customers to touch the product. Getting the feel of the product is a crucial influence of the ultimate buying decision.

• A good display will highlight about 2-3 key features that will attract prospective customers. However, remember that displays that highlight too many product features tend to be confusing.

• Trained staff should always be available to explain product features. Prospective customers are likely to ask technical questions about a product that is displayed well. When looking at the features of a new product, customers automatically compare the features with those of a similar product that they have seen or that they already have.

• Displays should be well made. They should be sleek, but at the same time hardy enough to support the weight of the product. The material used to make the display stand should be unobtrusive. A displayed item is likely to be lifted and touched and maybe even switched on. The display needs to be sturdy enough to withstand some amount of handling by customers.

• Well-designed danglers should promote the display. The attention of customers that visit other parts of the store needs to be drawn to the display. The material should encourage the customer to spend a little time examining the product - especially if they had not really planned to buy it.

• The display should be well maintained. The staff in charge should rearrange the display as often as required - if necessary, after each customer visits the display. The display should be as attractive to the last customer as it was to the first.

When designing displays, remember that they should be economical enough for the cost to be recovered in sales that are made. At the same time, they should be attractive to the type of customer that will be purchasing the item.

By keeping in mind the type of customer that is likely to use the product and the features of the product itself, you can easily design a display that will do the half the job of selling for you.

Tim Pelcone consults with retail store owners to improve their merchandising effectiveness in utilizing store fixtures. Online suppliers carry several store display mannequins to use creatively for successful merchandising.