We all know that one of the best ways to grab our attention as customers is to have an eye catching window display which entices us through the door of a shop to browse. The thing is though, that with so many retail outlets, especially in a town shopping centre, each window display has to be good enough to compete with the shop next door, good enough to lure us in to spend our hard earned cash.
Shop advertising works differently depending on the goods which are sold; one thing which doesn't change is the way products are displayed. Products will be laid out on a shop display in such a way as to grab our interest, and make us want to buy them. Supermarkets are probably the best at displaying their products.
Once in through the door we like to be met by discount products, managers specials, buy one get one free bargains, after all when times are hard and cash is limited we all like to feel that we have something to show for our money.
Designing a shop layout, window display or point of sale display to reflect these issues is not as easy as it sounds, unless you are born with creative flair. Window displays should honestly reflect the items which are sold inside, there is absolutely no point displaying goods which aren't available to buy, this will only serve to irritate customers by false advertising, and in the long run will lose you custom.
Designing a shop display stand to promote goods to their maximum potential takes thought, whatever the products is, there will always be different ways to do this. If you have a product, for instance a new DVD out, you know this product will be in great demand, therefore you will want your stand to make an advertising statement, immediately grabbing customers attention, there will need to be a large quantity of stock displayed so that many customers will be able to buy it. There is nothing worse than not having enough stock to meet demand. A shop display such as this will need checking and restocking at regular intervals to meet the rush.
Another example of a good shop display will be a seasonal theme; we know that shops go over the top with their displays and advertising campaigns during the autumn and winter months in readiness for Christmas. However the summer brings the sun and holidays, designing a shop display or several all closely linked to promote sun tan products, skincare products, sunglasses even goggles are brilliant.
These displays should be in place by early spring in preparation for the summer rush. Displaying all sun products together sometimes baffles customers but in the main it allows people to compare prices, and make their decisions based upon what they see, it also provides the shop with the chance to promote special offers on specific products which make them stand out from the rest.
As much as television advertising works in order to inform customers of products which are coming soon or now available in shops, not all successful advertising will be met by the television, promotional posters work if displayed to grab people's attention and literature sent to our homes will only work if the person receiving isn't totally fed up with receiving junk mail.
But advertising your products using the right shop display is the best way of promoting your stock and the up to date offers at any given time. Some of the best displays are those situated right in front of the customer when they enter a store. On the other hand displays situated at the point of sale are good too. These displays often catch our eye whilst we are waiting to pay for goods we've already selected.
Catching us at a moment of weakness we hardly even realised we've put the items in our baskets!
With any advertising, it only works as well as the demand for the product itself, using a shop display as an advertising tool, creating your own advertisement might just work to improve sales.
Author Resource:-
Anna Stenning takes a closer look at retail therapy, and investigates how a creative eye catching shop display can influence us to spend our money.
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