Sales Promotion & Retail Marketing

How Color Impacts the Retail Environment

Posted onAuthoralice@specialtystoreservices.com

The psychology and subconscious power of color is a topic that has been heavily tested and studied over the years. According to the Color Marketing Group, color plays a part in 85% of total sales. Here are a few ways you can incorporate color into your store!

Snap Judgment

As customers walk into a store, they form a subconscious judgment within the first 90 seconds. Experts say that roughly 62% to 90% of this judgment is based on color alone. Warm colors, such as oranges and browns, are calming and encourage customers to linger in your space. Orange is especially proven to make people happy. Cooler shades, like blues and greens, create a calming environment. Pink is relaxing and provides relief from tension and stress.

Pink Glossy Mannequin

Add color to your store by incoporating colorful accents or painting your walls; you can even purchase paint-grade slatwall for a totally customizable look. Another option is adding colorful mannequins, which is a new trend for making your merchandise pop while also tying your store’s color scheme together. Look for colorful accent pieces that are also functional for displaying merchandise.

Build Your Brand

Color plays a vital role in establishing your brand identity in the customer’s mind. Store logos, signage, and advertisements work best when tied together with a signature shade. This concept isn’t limited to the colors you have within your store. Think of the items customers take with you when they leave your store. Brightly colored bags that match your store’s colors are a great silent advertisement for your brand. Many successful retail store are easily identifiable by their signature bags, such as Victoria’s Secret pink striped bags or Forever 21’s bright yellow bags.

If purchasing an entire new inventory of bags isn’t in your store’s budget, adding colored tissue paper is another easy and affordable way to incorporate color into your store’s packaging. Coordinating hangtags, ribbon, and other small touches will help build your brand in the customer’s eye.

Signage

Ever wonder why most sale signs are red? Red is associated with warnings and danger, so the human mind is trained to perceive messages in this color as urgent and important, making red the perfect color to capture a customer’s attention.

Yellow is the first color perceived by the retina and a time-tested color for getting a customer’s attention. Like red, yellow is associated with stopping. Customers brains are wired to stop when they encounter these colors. Be careful not to overuse bright reds and yellows, however, as too much of these colors can be jarring to the eye.

Remember, elements of color are meant to visually enhance your product and shouldn’t be too distracting. A little goes a long way! With the proper design, branding and execution, though, color can work with your product instead of against it.

The Power of Attractive Point of Sale Displays

Posted onAuthoralice@specialtystoreservices.com

921ff0493d2766a2_135163128.xxlargeIn surveys with both men and women, participants admitted to making impulse, or unplanned purchases often while shopping. In fact, more than 53% of sales now come from impulse buys!

Impulse sales can be captured by any type of retail store. Regardless of store type, the psychology of the impulse buy is the same: certain items at the right price point appeal to your customer’s impulsive side. Impulse buys are rarely items one needs; instead they are items that make us feel good, or at least better than we did. Partaking in an impulse buy can relieve stress, improve self-esteem, or make customers feel empowered. Specific stores and merchandise may vary, but these basic principles will help you to make the most of this retail opportunity.

Location, Location, Location

Items merchandised at eye level are the most profitable impulse items. Retail countertop displays are effective for capturing this customer, both at the register and throughout your store. By the register is an effective location, as are the walkways. We recommend placing more expensive, destination items towards the back of the store, with impulse items scattered along the way. Make your impulse displays eye-catching.

Merchandise Markdowns

Do your impulse items not seem to be moving? Try running a special sale. Choose an item that appeals to a large segment of your customers. Maybe scarves or sunglasses if you’re an apparel shop, or candy and energy bars if you’re a convenience store. These are typically impulse items anyway, so running a special sale, even if it’s only a small percentage off, will catch your customer’s attention. Sometimes a discount is all it takes to convert a browser into a purchasing customer.

Limited Time Only

Today’s customers harbor a fear of missing out, so strategically placed promotions can help to capture the sale. Specials like 2-for-1 deals and 1-day only sales appeal to your customer’s sense of urgency. For stores with an online presence, advertising that a featured item is running low in stock can also encourage a customer who just came to browse to make a purchase. Impulse buys are not thought about before or after leaving the store, they are captured in the heat of the moment.

Choosing the Right Display

Customers’ emotional drive to purchase is highly influenced by their senses, so putting your merchandise in areas they can see, touch, and smell makes them more appealing. Spinning displays, open showcases, baskets and bins can all contribute to increased impulse sales. The more likely your customer is to pick up the product and touch it, the more likely he or she will be inclined to make the purchase, even if it wasn’t something they had originally planned on purchasing. Fixtures and displays that allow your customers to interactively engage with your product will increase your sales.

Loyalty Programs: How to Keep Your Customers Coming Back

Posted onAuthoralice@specialtystoreservices.com

customer loyalty

Your customers are your best brand advocates and you should reward them for choosing to shop with you! If not you should be. When it comes to Loyalty Programs the possibilities are endless.

Here are four ideas to start and promote a successful Loyalty Program.

Points, Loyalty Cards and Rewards.

Points are a very popular system; points are earned by the degree of purchases the customers has made. For every dollar the customer spends, he or she receives one point. Points can be tracked in a logbook or a computer program. Once customers reach a certain number of points, they get a discount voucher or a gift.

For example, every $250 spent earns $10.00.

Loyalty cards are also a great way to keep track of purchases. For each purchase, a customer will get one punch on his or her card. Once the card is full, the customer receives a reward, either monetary or a gift.

Use Custom Signage or the Internet.

Social media and newsletters are a great way to promote your customer loyalty program as well as keeping your customers engaged in what is going on in your business. Encourage customers to join your loyalty program by email or just buy having custom posters or signs hanging in your store.

Loyalty Bonus Days or Parties.

Everyone loves an extra treat. On Loyalty bonus day, customers will receive an extra punch or double points. These bonus days can be used to your advantage to boost sales during a slow month or during the holiday season. They are also a great way to showcase new products or services.

Comeback Cash.

Once you have a solid loyalty program in place you can add extra rewards such as Comeback Cash, which is becoming much more popular with National Retailers, such as The Gap and Kohls. Comeback cash can be distributed to your customers after they have purchased a certain dollar amount (determined earlier) that can be used at a future date. This is a great way to get repeat business. It is a win-win for you and your customers.

In Conclusion

Whichever way you implement a loyalty program, the results will be long lasting and you will definitely see an increase of store traffic and returning customers.

Candy Displays From Specialty Store Services

Posted onAuthoralice@specialtystoreservices.com

Candy Displays

Even for retailers who don’t primarily market themselves as candy stores, candy can become an enormous profit maker with the right candy store supplies in your store. On some level, candy essentially sells itself. Candy appeals to the customers’ most basic impulse needs. Effectively merchandising your candy, however, can allow sales to soar, driving candy purchases to become a major source of revenue for your business.

As with all impul2507bkse items, it’s important to keep candy in a customer’s line of vision. At Specialty Store Services, we recommend using countertop candy displays. Countertop candy displays are especially great if your store is short of floor space to merchandise the candy. Near the register is a very effective place to merchandise candy, as it allows the customer minimal time to peruse, leading them to make a quick decision to buy.

Many of our countertop candy displays include sign channels, which is an easy and effective way to communicate your pricing to the customer. Whether you’re selling candy bars for $1 each, or pricing them with a deal such as 2 for $1.50, it’s important that the customer gets your message loud and clear. The more time they have to spend searching for the price, the more time they have to reconsider the purchase.

Of course, some customers love to browse and it’s important for your displays to give them access to peruse your selection of treats. Our FDA approved jar displays, tilted at an angle to give customers easy access, work well for individual candies. For bags of candy, chips, or cookies, we recommend using a clip display. Spinning clip displays are a customer favorite, but if that won’t work for your store, we have stationary versions available.

At its low price point, it’s easy to underestimate the purchasing power of candy, but once you begin to merchandise effectively, you will see sales rise and savor in the sweetness of your success.

Showrooming: If You Can’t Beat It, Befriend It

Posted onAuthoralice@specialtystoreservices.com

 

Showrooming: If You Can’t Beat It, Befriend It

Showrooming is a relatively new foe in town for brick-and-mortar retailers. It is eating away showroomingretail sales and business profits. If you are not familiar with the term yet, it is basically a practice wherein potential shoppers visit a brick-and-mortar store, examine a product and then use their mobile devices to see if a better price is offered at other stores or e-commerce sites. This practice is becoming common with time, which means it is here to stay for a while.

Let’s talk stats to see how showrooming is posing a threat to brick-and-mortar retailers:

  • A report from Teradata (a marketing software subsidiary Aprimo) and Forrester Research shows that more than half of consumers report finding lower prices over the web than in store. Thirty-three percent use this information to buy the product elsewhere.
  • A report published in Denver Post shows that retailers lose as much as $217 billion a year in missed sales from showrooming customers.

Counter Strategy That Backfired

To counter this practice, some retailers tried disabling Wi-Fi service in their stores to keep shoppers from browsing. This approach did not last for long and retailers had to discontinue it because turning off Wi-Fi did not stop consumers from browsing. Since most mobile users have data plans in their phones, they can surf the web regardless of their location.

Time to Convert the Threat into an Opportunity: Use Showrooming to Your Advantage

If you can’t beat them, join them. Likewise it’s time that you use showrooming to your advantage instead of looking at it as a threat. The truth of the matter is that it is not a fad and it will likely no be going away any time soon; quite the opposite, it is likely to become more popular with time. The point, then, is to acknowledge and accept this phenomenon and use it to your advantage to minimize negative impact.

Here are some of the best ways to leverage showrooming for your retail success:

  • Price Match: The most obvious way to give a good run to the competition is a price match. Last year, Target announced that they would start price matching online competitors, even the big ones, such as Amazon, Walmart, BestBuy and Toys R Us. BestBuy took this concept a step further by matching with a greater selection of online competitors and physical stores within a 25 mile radius. They claim that price matching worked to their advantage. You can try it, but it is important to understand that this might not work for every business and depends on where your price points are. In addition, it may only workable as a short-term strategy as it may override your overhead costs.
  • Invest in a Mobile-Optimized Site and Mobile Apps: Direct your customers to your own mobile site and app through in-store Wi-Fi where you can offer both product information and reviews. This will reduce the likelihood of a customer landing on a competitor’s e-commerce site. Also, make sure your site is optimized for all types of mobile platforms, including tablets, phablets, and smart phones.
  • Keep Your Website Up-to-Date: Make sure that your site prices match those offered in your store and are also competitive. You can also consider offering printable coupons and rebates that can be used in your store to encourage customers to buy from your retail store.
  • Deliver the Ultimate in-store Experience by Offering in-store Giveaways and Promotions: In-store promotions, exciting discounts for retail customers and special giveaways are enticing for shoppers. They would love to come to your store and find deals that allow them to save money.

Never Forget the First Rule of Customer Service

Offer the one thing that can’t be found on a mobile search: In-person customer service. Make sure your staff is well-trained to offer the best in-store experience possible. Remember, a pleasant shopping experience goes a long way, especially for those who love traditional shopping.

Walking Down The Aisle: The Relationship Between Aisle Spacing And Customer Behavior

Posted onAuthoralice@specialtystoreservices.com

dia_gridFrom determining where different category products will be placed, to how the in-store advertising material will be displayed there is no doubt that shelf-product placement and SKUs prompt shoppers to purchase products they may never have had any intention of buying, which eventually fetches more sales for retailers.

Does retail success only lie in merchandising planning, though? Well, let’s just say this is one part of the equation to maximizing retail sales. Want to know another very important part? Aisle Spacing!

Yes, this is an effective retail layout strategy that can boost retail sales dramatically. Before we get down to business and share with you some great tips to work out your aisle spacing, let’s take a look at how Walmart learned the impact of aisle spacing phenomenon on sales the hard way.

In 2009, Walmart conducted a customer survey in an effort to improve their customer’s retail experience. According to the survey data, Walmart had to overhaul the approach of displaying inventory on the sales floor. They removed 15% of the store’s inventory. The retail giant created more space between the aisles by decreasing the merchandise in store, stocked on the aisle end caps and also shortened shelf height. The outcome from a business point of view was shattering. The sales plummeted $1.85 billion. In the quest of giving a cleaner and a spacious store to the customers and a better retail experience, they sacrificed their retail sales. Eventually they reverted to ensure they didn’t lose even more sales.

After years of shedding inventory and clearing store lanes for a cleaner, wider and more appealing look, retailers across the country are now adding more inventory and opting for narrow spacing in stores. This most certainly doesn’t mean that you cramp up the space and make it impossible for shoppers to walk-through, though, especially if you provide shopping carts.

Understanding the Aisle Width Mantra to Power up Sales

First things first, developing a good understanding of aisle width (i.e., selecting the right width) can increase your sales. Here’s how aisle width is connected with retail sales: where wide and long aisles facilitate movement for buyers and deliver a good shopping experience, they also encourage customers to walk briskly past merchandise they might otherwise be interested in purchasing.

Narrow aisles on the other hand may restrict easy movement (and sometimes even hamper foot traffic), but such aisles encourage browsing. There is a thin line, however, between narrow and clogged aisles. Clogged aisles can frustrate customers and lead to premature departure, which is something no retailer wants.

Are we suggesting narrow aisles? No. Narrow aisles may not be the best bet for you, if you have a small store. The crux of the matter is to select aisle spacing according to your store type.

Choosing the Right Aisle Width: Strike a Balance

Wide aisles encourage customers to power walk to the merchandise they have come to the store for; this may be a good idea for big box stores, but not so good for specialty stores. Studies show that a customer spends, on average, eight minutes shopping in a single store. This means it is practically impossible for them to see a large number of SKUs in such a short time.

The idea is to slow the customers down to get them to see more products, while acoiding traffic jams in your store.

  • The best strategy is to select aisles that are narrow enough to force customers to slow down, but at the same time still be wide enough that shoppers are still able to notice the products displayed. Strike a balance.
  • Make sure the area in your store is wide enough for two people to pass one another at the same time. This means a minimum of three to four feet is good enough.
  • If you provide shopping carts, then an aisle width should be enough to accommodate two (side by side) shopping carts.
  • Beware of the butt-brush effect where the typical customer may avoid perusing merchandise if it brings another customer’s backside into close proximity. To avoid this, make sure aisles and floor space allows patrons adequate personal space in your store.

Trend Surfing: Merchandising and The Art of Trend

Posted onAuthorericw@specialtystoreservices.com

Cart SurfingTrends, whether they are seasonal events, holidays or the latest video game craze, are a great way to feature and sell what is “hot” and “new”. In this post we are going to discuss ways in which you can use trends, both popular and not-so-popular, to your advantage.

This is the time of year when retailers around the country are gearing up for the back-to-school season and their preparations are evident in the changing displays around stores. From supermarkets to specialty stores, the focus is on back to school merchandise.  Stores across the country have stocked up and have showcased their back-to-school items on the end caps of aisles and other high-traffic areas of their stores. The moment a customer steps into the store, his or her eyes are greeted to the back-to-school merchandise. It’s a very basic “line of sight” tactic, but it works well every time. What should you display when there is no holiday or season to push? What products should be front and center?

You might already follow trends within your vertical, but have you thought about stepping further outside of the space to see what is trending in other areas? With so many forms of communication, trends catch on quickly and can spread like wildfire. The trick is to tie up-and-coming trends into your store. Great stock and neat display is not enough. Staying ahead of trends gives you a jump on your competition and improves your bottom line.

In this new era of retail wars, you need all the ammunition you can get to survive and thrive. You can no longer ignore the power (and threat) of online shopping, which continues to take more of the market share. Social networks are entwined in our daily lives, so much so that we don’t even have to switch on the television to get the latest news. If a customer “likes” your page, what other types of products do they “like?” To which groups do they belong? Who do they follow? Social networks allow you to easily mine information regarding what your customers are into. You can use this information to build a better customer profile and merchandise accordingly. Whether it is a new movie, TV mini-series, the newest video game, sporting event, a viral video, or even a grumpy cat, anything can set a new trend. Customers will go to the store expecting to see the latest and you have to fulfill their expectations. If a customer walks into your store and sees a display or merchandise relating to a particular trend, they will be more inclined to buy, as they already have a relationship with that product. Your merchandising, display skills and knowledge of what is trending will fire their impulses to buy.

The 3 Core Principles of Trending
Now that we have talked a little about the importance of trending, let’s take a look at some actionable ways to do so.

Variation: Seasons and events play a big role in attracting sales, but you need healthy sales throughout the year. Instead of waiting for the next festive season, take the reins now. Keep up with the times and latest trends; use these to change and upgrade your merchandise, displaying them artfully for your buyers. Variation of merchandise outside of well-known seasons gives you an advantage over your competition.

Engagement: You also have to keep in mind the diverse demographics that define the customers of today. Age, sex, race, personalities, choices, regions; there are all kinds of idiosyncrasies that make up a customer base. By interacting with customers of social media, you can build a better relation with and understanding of your customers. Trending allows retailers to keep up with the changing dynamics of what their customers want.

Innovation: Using new technologies and platforms let you experiment with different ways to market your business. You have to innovate. Just because it worked for someone else, does not mean it will work for you. Try new things: tap social media; have contests; follow the competition; discover what your customers are into and use all of this to your advantage.

Trending and its influence on modern merchandising is has certainly been accelerated by this era of communication and technology. The good news is that this very technology also provides ample information for retailers to use, as well. Emerging technologies; the latest mobile and hand held devices; faster and constant Internet connectivity; and social networks have all converged to create the perfect platform for trending. If you can harness these to hone your merchandising skills, then empowering your business will be easier and the future more effective.

Need some help harnessing the power of trends for your store? Specialty Store Services can help! Our retail experts can help you choose the right display solutions for your store that can help you capitalize on the latest trend. Call 800.999.0771 or visit our website for more information.

 

Analysis Paralysis: How Much is Too Much?

Posted onAuthorericw@specialtystoreservices.com

consumer-choicesA recent article in The Fiscal Times defines the repercussions of Analysis Paralysis in our lives. Too many choices leads to confusion, which, in turn, often leads to procrastination. This can have severe impact in our lives in terms of lost opportunities and also in terms of financial loss. The repercussions are not limited to individuals; they can affect businesses as well. Yet no other industry has perhaps faced the level of damage from analysis paralysis like retail. Increasing competition and globalization means stores feel the need to expand, yet every expansion has the potential to fuel analysis paralysis and harm sales. It’s ironic, but true.

The retail and merchandising sectors depend on demand and the flow of goods to bring in revenue. If a buyer’s confusion and procrastination leads to the loss of a sale, then survival of the business can be at stake. To avert such disasters while offering a wide array of choices, one has to devise smarter strategies to direct consumer action towards definite sales. Owners and/or managers must assist customers in understanding the differences between similar items. There is a fine balance between offering enough choices, but not so many as to depletes sales. This is the art of managing analysis paralysis and here’s how you can begin.

Ways to Combat Analysis Paralysis
Now that we have addressed the downfalls of analysis paralysis, let’s take a look at some ways you can avoid it.

Tip #1: Inform. Yes, there are a large number of items on the shelf, all in the same category and all with more-or-less the same features. The only real difference, at least in the eyes of the customer, may be price. You cannot escape from the expansion, so it’s time to manage the products on display. Instead of relying on the brands to market their products, you have to design a whole new way to inform your buyers about these products. Set a schedule for prioritizing one at a time or a few at time so that every product goes through a solid publicity cycle. This may lead to taking a hard look at what is really selling and why. Drop any losers; look at new products; and, push the products you know are working. Make sure that your marketing tactics appeal to the psyche of your buyer demographics instead of being generic. Appeal to their needs, offer what they desire, and give top-level information on the products so customers can make a quick, concise decision.

Tip #2:  Innovate. Retail has deep roots in innovation, which are not readily apparent; yet, they form the solid foundation for smart merchandising. You cannot emulate others blindly and hope to excite your buyers into buying more. In fact, boring and mundane displays that resembles any competitors’ stores will only result in flat sales. You need to stand out. Research and innovate new ways to display your merchandise so that it catches the consumer’s attention and draws them to buy. The best motivator is still money, so when you have two competing brands offering the same features, set them apart by offering innovative deals and discounts on each (one at a time) so that choosing one over the other is easier. Out of the box marketing tactics and below the line promotions also go a long way to boost sales.

Tip #3: Incite. The first two steps, are a way to attract customers to your store and deal with the inventory you currently carry. You cannot hope to stem analysis paralysis effectively, however, unless you take a more direct and aggressive stance. Smart merchandising is not just about great displays and expanding products; that is basic criteria for retail. Intelligent business maneuvers here mean devising strategies that will constantly pit each product against the other and invoke customer interest. You have to incite their brand loyalties. You have to bring out hidden desires. You have to poke them into picking up products from the shelf that they will be compelled to buy. Of course, certain brands will hold more sway over buyers, but smart displays can often bring smaller brands to the forefront as well. It is your job to incite the latent impulse shopper in all consumers so that they not only buy what they need without dithering, but also what they may not need, without question.

Your growing retail business will see a bright future when you keep expanding your product line and dropping losing products along the way. Applying smart merchandising techniques will help to tame analysis paralysis.

Need some help to reduce analysis paralysis in your store? Specialty Store Services can help! Our retail experts will guide you through choosing the right display solutions for your store and put an end to analysis paralysis. Call 800.999.0771 or visit our website for more information.

4 Easy Tips For Merchandising Impulse Buys

Posted onAuthorericw@specialtystoreservices.com

?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????An Impulse Buy is defined as a spur of the moment, unplanned decision to buy, just before making a purchase. Essentially, it’s a purchase a customer makes without putting prior thought or consideration into it. Retailers should look at this area with the opposite approach. It’s often overlooked, but with the right merchandising, can bring in major sales. Here are a few pointers to keep in mind:

Store Flow Sets the Tone

When merchandising your store, finding the right flow is crucial. While maximizing your space is essential for smaller stores, you don’t want it to appear cluttered or messy. To avoid congestion, place larger, higher priced items away from heavily trafficked walkways. Customers will spend a longer time examining bigger ticket purchases, so keeping these items out of the main walkway gives them the space they need to weigh their decision.

Alternatively, lower priced items can be more densely merchandised and perform best nearer to the cash register.  Give your customers something to consider as they wait in line because 27% of shoppers will make an additional purchase at the cash register (Neiberg, 2013).

The Little Purchases Add Up

The reason items merchandised near the cash register do so well is because the customer has already made up their mind that they are going to be spending their money – so what’s a few dollars more? POP (point of purchase) sales can add $5 to $10 to each sale, which quickly creates a big profit. POP displays take up 1% of total retail space, but account for 7% of annual sales (Neiberg, 2013).  As a retailer, you can’t afford to not be using the space around the register.

If you aren’t currently utilizing this space, it’s time to start buying inventory specifically for your point of purchase area! Think of small add on items that compliment your best selling merchandise or fun trinkets that will appeal to your customer base.

heres-where-we-startedThe Right Display Will Help You Sell

Store displays speak volumes – sometimes more than your staff even can! 1/3rd of customers shopping say they don’t want to talk to store employees (Reyle, 2014). That’s a huge chunk of business; so instead of loosing these customers, let your store displays communicate for you. Try incorporating signage into your displays. Many fixtures today include sign holders, so adding a sign couldn’t be easier.  Find a clever way to speak appal to your customer’s impulsive side, and you’ll also find yourself bringing in sales.

Take a look at your current store layout and see where you could add POP displays.  Of course you can use countertop displays next to the register, but don’t forget about impulse bins, floor spinners, or even gondolas if your store has the space. (Think of the way a retailer like Target does this by their checkout area). Wooden bins or baskets are kid friendly and encourage easy browsing.  Remember, you’re trying to attract the customers who are waiting in line, as well as the ones who are the register. Displays by the register do have the advantage that your store’s employees can talk up the items and share brand knowledge. Near the register is a great place to display items that are special or unique to your store.

Not All Impulse Buys Are Add On Purchases

We’ve spoken a lot about the best placement for impulse buys being near the checkout area, however, don’t limit yourself to just that. Every retailer has experienced this scenario: a customer walks into your store and you great them with a friendly, “Hi! Is there anything I can help you find today?” only to hear the customer respond with, “No, I’m just browsing.” This type of customer may not have entered your store with the intention to purchase, but that doesn’t mean they won’t leave without buying a little something. However, the “just browsing” customer will not likely linger near the cash register.

For this reason, we suggest merchandising your impulse buys in more than just one location.  Spreading your inventory throughout the store increases the chances that a customer will spy something they like and make a purchase – even a customers who came into your store just to look around. Small purchases also appeal to the tourist customer; often they want to buy something, even if it’s just something little, to bring home as a memento of their trip.  Items such as key chains, magnets, and personalized jewelry appeal to this shopper.

Looking to add maximize your sales by capturing the impulse shopper? Specialty Store Services can help! Our retail experts will guide you through choosing the right display solutions for your store. Call 800.999.0771 or visit our website for more information.

 

Reyhle, Nicole. “Maximizing Store Experiences & Sales Through Merchandising & Displays.” Retail Minded. May 2014. Lecture.­­

Nieburg, Oliver. “Impulse Buy: Unrealized Potential.” ConfectioneryNews.com. William Reed Business Media, 13 Nov. 2013. Web. 04 June 2014.

Tips for Creating Successful Window and Focal Displays

Posted onAuthorericw@specialtystoreservices.com

woman-clothes-shopping-vertEffective store fixtures are the backbone of a retailer’s business. It’s easy to fall into the trap of taking your displays, shelves, and mannequins for granted. However, without these fixtures, your stores’ sales would be in trouble. They are doing more than keeping your merchandise off the floor—the right fixture, used in the most effective way, can make the difference between meeting your sales goals and missing them.

Ways to Use Fixtures Effectively  

Use your fixtures to create eye-catching displays in store windows and at the front of your stores. These displays are important to initially grabbing shoppers’ attention. These are called “focal fixtures.” Often the customer experience begins the minute a shopper sees one of your stores—even before he or she walks in. Do not be afraid to use creative and innovative tactics when displaying your merchandise. A great way to find new ideas and spark creativity is by browsing through magazines, photography blogs, or Pinterest.

Creating captivating window and focal fixture displays is an important part of successful store merchandising. Window displays help get shoppers into the store, enticing them with color, imagery and sometimes fantasy, to appeal to their inspirational selves. Once the shopper is in the store the focal fixture displays, especially expertly merchandised mannequins, engage the shopper and pulling them deeper into the store, continuing the emotional dialogue with the shopper, and getting them into the mindset to make a purchase.

 Tips for Successful Window and Focal Displays

One of the first steps to developing a window or front display is to know your customer base. Are your customer targets young, trendy people in their twenties? Are they middle-aged moms with kids? Or are they retired but still active couples? Once you have determined what type of customers you are targeting, tailor your fixtures and displays in a way that maximizes their interests and experiences.

Sean Reed, the CEO of Fashion Media, urges retailers to not underestimate the power of a window display. “Window displays are important in retail stores throughout the world extending from high streets to the mall environment. They are the shop front to consumers and influence the consumer’s decision on whether to enter the store or not,” he says.

Another point to keep in mind is never obscuring a shopper’s view. Arrange products and fixtures in a way so they can still see to back of your stores. This helps entice them to walk through the entire store. Using the appropriate signage will also help shoppers find what they need and want. Use easy-to-follow signs to guide shoppers throughout your stores and help them discover something new for themselves.

Store fixtures are not just metal or wood, they are the screens onto which dreams are projected by the merchant and from which they are acquired by the shopper. Interested in learning how well made and cost effective displays can boost your sales? The retail experts at Specialty Store Services can help. Call us today at 800.999.0771 or click here to visit our website for more information.