Retail studies have shown repeatedly that today’s shoppers come into your store expecting to be offered purchasing opportunities. Whether or not they have a list of items they need, they are open to suggestion – about which brand to choose or about what else to purchase. Could it get any better for retailers looking to move more goods and make more sales? Only if you use in-store marketing well.

Think of your store displays as helpful sales associates. If you advertise in traditional media such as TV or print, store displays can reinforce that advertising by helping customers zero-in on promoted items and offers. Hey, there’s that item I saw in the paper. Folks who missed your external advertising will be excited to see and take advantage of those offers, too. Therefore, store displays can actually serve as a form of advertising for any retail operation.

In-store marketing is most helpful when it gives shoppers additional information on which to base their buying decision. Signage – fixed or digital – can list benefits and explain or demonstrate how to use the product.

Plan your placements carefully

Strategically locating store displays gives them extra selling power. Not surprisingly, experts recommend focusing on high-traffic areas such as your entry, fitting rooms, and cash wrap. Create a “trail” of displays that promote impulse items – for instance, position ready-to-wear accessories on the way to fitting rooms.

Well-placed store displays that sell best have other common characteristics:

• They are interactive.
• They are lit in ways that attract attention, either by highlighting the display or a featured item, or by adding color and “flash” to the display.
• They aren’t just eye candy. They appeal to customers’ sense of smell with enticing aromas or their sense of hearing with captivating sounds.

The right displays can even transform a retail sale promotion, selling those final or overstocked items quickly and efficiently. You may be interested to learn that well-crafted store displays have more impact than simply reducing prices when it comes to promoting sale merchandise. That’s because they motivate shoppers by describing other “what’s in it for me” benefits.  

Proof that store-displays work

In one retail study, 29% of American shoppers admitted to impulse buying. What influenced them most?

• 24% said it was a display away from the product’s normal location
• 18% credited product demonstrations

Almost 40% of shoppers who planned to buy an item were influenced to choose a specific brand by a display. Of them, 31% credited in-store demonstrations with making the sale.

Another study showed a whopping 76% of grocery store choices are made at the shelf. Researchers suggested retailers could strengthen their displays by better understanding their types of customers and those customers’ buying habits.

Strategically placed and creatively presented, store displays can entice customers to buy items not on their minds when they entered your store. Or perhaps to choose an upgraded version of something on their shopping list. That means you can increase sales revenue in two ways, simply by sharpening your in-store marketing efforts.