Tips on Displaying Pens

Use pens' colors to attract your customers' attention.

Pens are some of the smaller items sold in stores; as a result, they need to be sensibly and strategically placed. Because of their size -- and the fact that most people are not out shopping just for pens -- you must display them in such a way that encourages the customer to buy them there and then. They are often bought on impulse and can make your store a fair amount of profit. Maximize sales by displaying them at strategic sites throughout the store, such as by cash registers.

Location

Unless your store is a writing or ink shop, you will probably need to display the pens by cash registers. Cheap and small items such as pens are afterthoughts that customers realize they need or want only when they see them. For that reason, the best place to display pens is where queues gather -- if people are bored in a queue, their eyes will wander and they will look around. When they see the pens near the cash registers, this creates a reduced-effort scenario in which they see it as only an extra item or another few dollars rather than an expensive purchase. Even if you do have an extensive range of pens, display them in an area that remains visible to customers walking by or in a queue. Standing a pen display at the back of a store is unlikely to attract customers.

Display

Even if you have a location, you still need to arrange and display the pens in an attractive way so as to encourage customers to buy. One of the most effective ways of doing this is to exploit the colors of the pens if there are any, and set the display so that the colors catch people's eyes. Also ensure the pens are arranged neatly and with their respective colors or types -- a display of pens just mixed up and in a random order will put customers off as they rummage through the pile for what they need. Make their choice easier by arranging the pens in separate compartments; for example, one for colored gel pens and one for blue fountain pens. This way, the customers can get what they want immediately without asking anyone or taking the time to find it.

Direction

Direct customers to the pens by using the staff or the store's signage. Get the shop staff to tell customers that pens are available/cheap/on sale, or print a series of signs that help direct customers and make them aware of pens being sold. Also ensure that the signs are brightly colored and draw attention.

Lighting and Visibility

Ensure that the pens -- or any other items in your store, for that matter -- are well lit. Items in a shop that people can't see are rarely sold because customers don't know they're even there; however, items that are visible and clearly displayed at least give customers the choice to buy one. Use overhead lighting that is strong enough to illuminate the pen display, and elevate and arrange the pens in the display to complement the light. Pens that are tucked away under an overhang will be shadowed and invisible -- pens that are on top of a counter will be clearly lit.

References

• Australian Retailers Association: "Planning Your Store Layout to Maximise Sales"
• All Business: Tips for Creating Winning Store Window Displays
• All Business: Find the Best Layout for Your Store

Resources

• University of West Georgia: Store Layout and Design