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When setting up your store—from the placement of corrugated displays to the signage to the decorations and more—it’s important to consider your customers’ values. This doesn’t mean that you should know the religious or political affiliations of your target audience, but it does mean understanding their general ways of life and purchasing preferences. Ask yourself, “what demographics are heavily represented in my store? Where do they tend to live, and how do they tend to live their life?” Do you serve a lot of parents and families, for example, or are your customers more likely to be young professionals, teens, seniors or some other group? Knowing who tends to shop in your store can go a long way when deciding how to set up your displays. Here are a few tips to help you create an environment that helps you connect with your audience in more unique and personal ways.
Get to Know Who Shops in Your Store
There are many ways to get a feeling for the demographics that are most represented in your customer base. This doesn’t have to be a giant undertaking, and could start with simply observing your customers. Things like surveys, questionnaires and polls can also help you get a sense for who shops in your store. There are plenty of resources for accessing demographics information about the people who live nearby and are more likely to shop in your store. Get to know them, and you will be able to design a corrugated display for your store that makes them feel more at home.
Reflect Your Customers’ Values
By reflecting your customers’ values, you can inspire the kind of brand loyalty that retailers dream of. The point of purchase area is a great place to reinforce those values with images and short bursts of text that customers are likely to see right before they walk out the door. While there are many ways to reflect the values of different demographics within your customer base throughout the various aisles and sections of your store, the displays near the checkout stands and entrance and exit are more likely to stand out in their memories. Different demographics are likely to shop in your store, so try to install displays that target a variety of these demographics as well as a more general audience to cover all your bases.
Include a Call to Action
There is one last thing to consider when setting up your corrugated displays, signage, seasonal decorations and other installations around your store: a call to action. Making people feel at home is great, but unless this feeling inspires purchasing decisions it could all be a bit fruitless. So make sure to grab their attention with the images in your displays, signage and decorations, but don’t stop there. Also make sure to include bold copy that grabs their attention and includes a simple call to action. A call to action should address the customer directly, and present a solution to a problem or feed a desire. This will inspire more purchases, plain and simple.
Point of purchase displays are known to be highly effective for securing last-minute sales of products that customers weren’t even necessarily looking for. From tempting treats and seasonal items that shoppers may have forgotten to reminders about in-store promotions, there are many possibilities to boost revenues at the point of purchase before customers leave the store. And with the holidays around the corner, retailers can expect to make a big impact by installing displays that reach their customers at this critical point in their shopping experience. If you haven’t already considered the possibilities, it’s about time you take advantage of everything your store’s point of purchase area can offer. Here are a few suggestions to help unlock this wealth of potential just in time for the holidays.
Try to See Through Your Customers’ Eyes
Before you begin ordering new displays and filling your point of purchase area with new products and promotions, it’s important to think carefully about what your customers want and need. Try to imagine being a customer, finishing your shopping trip and being at or near the checkout stand. What would you be most likely to add to your shopping basket at this moment? What kind of promotion is most likely to catch your eye? It could be something a customer doesn’t even realize they need until they see it, or it could be something they don’t need at all but simply can’t resist. Most importantly, it should be something that can boost revenues.
Include an Easily Recognizable Call to Action
When customers see a display as they are nearing the end of their shopping trip, they should be inspired to take immediate action. Whether you want customers to make a purchase or remind them of a special sale going on now or in the near future, the display should make them feel as if immediate action is necessary. You don’t want to use high-pressure tactics or be too obvious about your intentions to increase revenues, but you do want customers to act fast.
Be Consistent in Branding and Promotions
The types of displays you place near the point of purchase area should be consistent with the overall flow, design and color schemes of your store, and they should incorporate text and images that reflect the same atmosphere you have created throughout the retail space. Furthermore, if you’re using similar displays at more than one location, they should all be consistent with one another.
Update Signs, Add Giftwrap and More
While you’re taking all the time to update your point of purchase displays for the holidays, it’s also a good idea to change your signage to match and add some extra-special holiday touches such as giftwrap services. With all these new additions and updates in place at the same time, you will accomplish much more than if you just changed the signs or just added new displays. When customers come and go from your store during this critical retail season, they should feel like they’re having a completely different experience than they would any other time of year.
Even with the most eye-catching cardboard displays and appealing products on show, it’s still easy to turn retail customers away without even realizing it. Many store owners and managers get so busy in their day-to-day operations that they fail to keep up with the cleaning, organizing and revamping that they so desperately need to do to continue attracting customers. While people may still come in, they are unlikely to stay long and browse if the surroundings aren’t pleasant and inviting.
The good news is that there are simple solutions. Here are six simple tips to help spruce up your store and enter the upcoming holiday season with your best foot forward.
- Make Necessary Repairs
There’s no sense in sprucing up your store if things aren’t even working properly, so before you get to your fall cleaning make sure everything’s in good working order. This includes things like carts and baskets in the storefront, faucets and toilets in the bathroom, and lighting and drawers throughout the store.
- Get Organized
Products should be in logical places where people can easily find them. Customers should be able to find essential items at the front of the store and locate more obscure items in an intuitive place within the store’s aisles and shelves. Employees should also be able to find everything they need to quickly and efficiently do their jobs without a bunch of unnecessary, time-wasting effort.
- Cut the Clutter
Don’t let clutter become a problem. Think about what needs to go in storage before the season is even finished, and prepare for the following season ahead of time. If you have products that need to go, consider making a reduced-price display near the checkout. This will feel like a treat for customers, and will help you get ready for the new season with a cleaner store.
- Purposeful Rearrangement
Customers are more likely to return to your store frequently and spend more time per shopping trip if it always feels fresh and new each time they visit the store. You can always make it feel like something’s pleasantly different by simply moving some things around. Think about creating a new flow by moving fixtures around, opening up doors and windows in the sunny months and adding new rugs or drapes in the winter months.
- Don’t Forget to Clean and Dust
Whenever the store is slow, managers should know to keep the employees busy. Rather than filling their time with mindless busywork, though, this time can be best spent with the simple but oh-so-important tasks of cleaning and dusting. It’s a good idea to keep dusters, paper towels and cleaning products handy in a visible location, so it won’t be so easy to forget and let the dust and stains get out of control.
- Add a Fresh Coat of Paint
While you’re spending all this time cleaning, organizing, rearranging, repairing, promoting and putting up new cardboard displays, it couldn’t hurt to slap on a fresh coat of paint every once in a while. Think about touching up spots at least once a year, and repainting ceilings and walls whenever the old coat seems dull.
If you haven’t yet tapped into the potential of cardboard pop displays in your store, maybe it’s time you made some serious updates to the environment you’re creating in your retail space. The cardboard displays typically found in the point of purchase (pop) areas of stores are so commonplace that many of us don’t even think about them anymore. Consequently, many retailers fail to put a lot of thought into how they arrange this area, even if they are using cardboard displays to hold products near the registers.
The fact is that retailers can significantly increase revenues with a well-orchestrated point of purchase area that includes carefully selected products organized in easily accessible, eye-catching cardboard displays. If you feel you’re missing that special “pop” in your point of purchase area that could take your sales to the next level, here are three ways you can turn things around right now:
- Get Rid of the Clutter
Before you even start thinking about adding new displays or changing around your pop area, you should make sure the point of purchase area is clean and uncluttered. For some storeowners, putting things away until next year or reducing their price to get rid of them can be a difficult thing to do. But don’t let this happen. When one season ends, consider moving old items to a reduced-price section, and let the new products take center stage. This will create a space where the products that your customers want and need can truly shine.
- Get to Know Your Audience
If you want to make your customers feel like they’re in the right place and keep them coming back, you need to target the demographics that tend to spend the most time and money in your store. Figure out who your target audience is, and zero in on features, displays and promotions that coincide with the typical preferences of people in this group. There is plenty of data available on various demographics—including everything from the average income to buying patterns of people in that demographic—that you can use to your advantage. While you don’t want to make people feel as if they’re being manipulated, you do want to give them what they’re looking for.
- Do Something Different
While it may be tempting to recreate the displays and arrangements you’ve seen in other stores, this isn’t always the best way to stand out in a crowd. It is a good idea to see what others are doing and get a sense of what the trends are, but this should only serve as inspiration and not a template. Offer your customers something different so they will remember your store and your brand. Also consider how you can offer an advantage over other stores, such as special promotions and sales that can be displayed near the checkout stands. This sort of thing will remain in shoppers’ minds after they leave, even if they end up in one of those competitors’ stores.
What are pop up displays, you ask? There are many different kinds of pop up displays, but essentially they are categorized as any portable display that utilizes a stand or base to showcase a sign, design or graphic. Retailers use them to present graphics and basic information to people in a unique and eye-catching way, as the infographic is extended vertically on a pole to make it impossible to miss. There are also digital displays that utilize touch-screen technology to accomplish the same goals.
The next question, then, is whether your store should be using pop up displays—and the answer is yes! You can’t just use any pop up display for any product or target audience, though. There are several things you should keep in mind as you consider whether to use a pop up display and how to best go about it.
Develop an Emotional Connection
There are many ways that you can make an emotional connection and leave a positive feeling in the hearts and minds of your customers, so they will feel good about the purchases they are making. One of the ways you can do that is by utilizing well-designed and carefully implemented pop up displays for products that demand attention. Make sure to consider the wants and needs of your target audience, and reach out to them in a personal but unobtrusive way. A positive connection like this can make all the difference in the world when people remember your brand with a smile on their face.
Keep Designs Clean, Bold and Organized
The last thing you want to do is drive people away with your pop up displays. Clean lines, bold colors and orderly designs will attract attention for all the right reasons, and give people just enough visual information to digest before moving on. Keeping things clean, bold and organized will help leave a longer lasting impression with less to remember. So stick to the essential details about your product and/or brand, and use graphics that catch the eye without giving people a headache.
Remember Who You’re Reaching Out To
There is no such thing as a one-size-fits-all pop up display. The graphics you use, the way you display information and the overall design should be targeted specifically at the people you most want to see this display. Consider factors such as age, gender, income level, lifestyle, profession and any personal preferences that the people in your target audience are likely to share. It’s important not to pander to your target audience, of course, but you have to let people know that this information and graphic is for them. Otherwise they might just walk on by.
At the end of the day, the decision is ultimately up to you as to whether you should be using pop up displays. They can be a valuable tool for retailers and product manufacturers to reach out to their target audience, but only when used correctly with space, time, budget and other factors in mind.