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.