Attracting the attention of your customers with point of purchase or retail displays is a great way to convert the casual browser to a buying customer or convince regular customers to add a few items to the cart. In fact, Paco Underhill, author of the book Why We Buy: The Science of Shopping claims that 2/3 of all purchases are impulse purchases, making your point of sale display a valuable resource. The display, of course, should be eye-catching and appealing enough to attract attention, but it must also be sturdy enough to handle the rush of customers eager to explore what you have to offer. Sometimes this means spending a little extra time securing the display to prevent toppling or sagging half way through your promotion.
- Use sturdy shelving or display units. Inspect your display unit for any signs of wear before setting up a new display. For shelving, that means checking that all shelves are secure and tight and that no hardware is missing. For cardboard units, that means examining them for weak areas where sections meet or along the front and side of the display where eager hands may cause wear and tear. Unseen parts of the display can be reinforced with duct tape or staples, but unless you want your customers to think your business is going under, there is no room for shoddy repairs in visible areas. If your current display unit looks like its seen better days, purchasing a new one is your best option.
- Secure permanent items. While the actual featured items must be easy to access, decorative or promotional items in the display should be secured to prevent customers from helping themselves or removing the items. These items can be wired discretely from behind or from the bottom to anchor them to the display, or if the items will not be used for other promotions in the future, they can be secured with hot glue.
- Secure the display unit. Freestanding display units should be anchored in a permanent position to prevent shifting and possible injury to customers. Locking the wheels or blocking the bottom of the display with wood or other objects works when the display is to be viewed from multiple angles. Displays viewed from one angle can be anchored to the wall or adjoining shelving with wire or a metal bracket. Small counter top display units can be attached to the counter with double-sided tape on the bottom to keep them in place.
- Securing Signs. You naturally take advantage of the written word with catchy slogans and bold lettering announcing sales or other benefits to customers. Sometimes the signs themselves are part of the display unit, but other times, you will want to add splashy catch phrases or tidbits of info that need to be attached to the display. While signs on poster board or other lightweight material can be attached with two-sided tape, heavier signs such as foam board need something sturdier. Use poster putty or a similar item for securing heavy signs to the display.
While your display unit is an important item, always remember that your merchandise should be the main attraction for your customers. Display units simply allow you to get those items at eye level where your customers can appreciate them. While the unit increases the attractiveness of the display, it should remain a background fixture. Keeping it in good shape and securing it properly insures that your customers will be looking at your products instead of worrying about whether the display will topple.
Bio: Nannette Richford is a writer for Duraco. Richford has extensive writing experience and has been published in influential online industry publications, including the San Francisco Chronicle(SF Gate), Garden Guides and Yahoo! Shine. Connect with Nannette on Google+ and Twitter.