How to Build an Effective Retail Display to Sell a Product
An effective retail display can be a dynamic and cost efficient way to attract shoppers' attention to products or product features that they may not have otherwise noticed, and to encourage impulse buying at any point throughout your store. Window displays---one of many types of retail displays---can even serve to draw additional first-time customers into your establishment.
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Instructions
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Accentuate product features with the highest appeal to your target markets. Highlight and draw attention to the features that make the displayed product superior to others, or the way that a new product satisfies an unmet need.
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Position displays at or around eye level. According to the website Inspire Retail Solutions, if the focal point of your display is not at eye level, it will be much easier for shoppers to walk right past without taking notice. Remember that a retail display must actively attract the attention of shoppers who are already focused on other things.
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Change your displays regularly, and use holiday themes to enhance the appeal of your retail display. Do not let your retail displays become familiar in shoppers' minds. Holiday-themed displays are an excellent way to refresh the visual appeal of your products while encouraging a holiday spirit in your customers.
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Use effective lighting to enhance your display. According to Gaebler.com, lighting is crucial to enhancing the attraction to and appeal of your retail display. Position lighting to focus shoppers' attention on the products themselves and the most appealing features, which should be prominently displayed somewhere within the display. Be careful that lights do not cast unsightly shadows on or near the display, and that the lighting is generally balanced throughout the display.
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Use artistic principles when creating your displays. Elements such as balance, simplicity, color psychology, focal points and intended viewing patterns are just as relevant in your marketing materials as they are in an art gallery. Consider hiring a local or college-level artist to assist you in creating, arranging and lighting your display in a way that resonates with shoppers and possibly evokes an emotional response.
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Sketch your designs before attempting to assemble or produce product displays. Viewing a rough approximation of your ideas on a computer or on paper can inspire you with new ideas or expose flaws in your design.
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Tips & Warnings
Contact suppliers or vendors and request complementary product displays if you are attempting to create a display for a product that is bought in at wholesale. The manufacturer or distributor may have already invested a good deal of time and effort into creating effective, branded point-of-purchase displays. If so, they are very likely to send you all the materials you need at no charge, and may even offer assistance with assembly and placement.
