Blog Archive : Tag: Retail Display Basics

How to Design a Winning In-Store Display Campaign

Did you know that most successful stores spend a great deal of time on their in-store display campaigns? Most of the major national and international retail brands have full-time employees dedicated to creating a great in-store experience for customers, including everything from the windows and décor to the product displays in each department.

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But what if you can’t afford to hire a designer to create the perfect layout, interior decoration, in-store displays and merchandising campaign? You can still make a major impact and win over more customers through your retail display campaign, as long as you keep a few important factors in mind. Read on for the top 4 tips to executing a winning in-store display.

  1. Start with a Roadmap
    So your goal is to overhaul your existing displays or implement a new campaign for the first time. How are you going to get there? Before doing anything else, create a roadmap with a strategic plan for each step towards that goal. It doesn’t have to be complicated, but you and your team will need to understand exactly what is expected, and in what time frame, to make your display campaign a success.
  2. Stick to Bold Designs
    A bold, clean, simple design is almost always the best choice when creating an in-store display campaign. Of course, make sure it’s attractive so it catches people’s attention for the right reasons. Displays should also be prominently placed, free from dust, easily visible and effortlessly reachable.
  3. Be Clear and Consistent
    When retailers install displays throughout their store without any sort of unifying theme, it can create a sense of uncertainty and unpredictability as customers walk through the store, which typically isn’t a good thing. It’s much better to create a comforting sense of cohesion with a common theme throughout all your in-store displays. The theme may rely on concept, color, lighting or any number of other variables. Don’t be afraid to think big when you’re planning. Having an idea of how you can expand or duplicate your displays will help you grow your efforts throughout your store. Multiple displays with that common theme can be reused and duplicated for a unified feel. The sense of cohesion, not to mention the aesthetic appeal will be a tremendous asset to your overall display efforts.
  4. Keep Displays Fresh
    If customers come back to your store month after month and see the same in-store displays, they likely won’t even notice them after a while. By updating your displays regularly, you can keep customers curious. People will be more likely to notice your displays if they are seasonal or topical and if they are refreshed on a regular basis. Additionally, having regular seasonal displays could become something your customers come to rely on. Oftentimes they will even look forward to seeing how you’ve switched it up and what seasonal items you’re offering.

In-store displays are a valuable marketing tool you can use to refresh your store and highlight products. Putting a little time and thought into how you’ll execute your in-store display campaigns will maximize the reward you get out of your efforts.

 

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Simple Tips to Make the Most of Your Company’s Logo

There are few retail display strategies as important as the strategy behind your logo design. Your company’s logo is the first thing people notice. A logo represents the aesthetic component of a company’s brand identity and may be the one thing people remember most; even more than the actual product or service they receive. A logo must be memorable for the right reasons, though, to be effective. It’s not a process you take lightly. A lot of planning, revision and time is required to create the perfect representation of your brand in one small image. Once you’ve created it, the final product can go a long way.

So how do you go about designing and implementing a strong logo that represents your brand in the best possible light? Here are a few tips to help you do just that.

Broadly Brand Your Online or Brick-&-Mortar Store
Whether you do business online or from a brick-and-mortar space (or both), you will need to systematically brand your store(s). Design your logo using colors, images, text and lines that work together to leave a bold and lasting impression. If you have a physical retail space, imprint your logo on in-store displays, employee uniforms, price tags and other appropriate surfaces. Make sure you have prominent signage with an easily discernible design both inside and outside the store. The same design qualities should apply to the logos placed throughout an online store. Make sure the logo appears on every page of your website, and always above the fold.

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Make Sure Your Logo Stays With Customers After the Sale
You can turn sales into marketing opportunities with the right retail display strategies. If you have a brick-and-mortar retail space, imprint your logo on bags, boxes, promotional signs and printed advertisements for sales and other promotions. If you have an online store, make sure to take advantage of the opportunity to imprint the logo on shipping boxes, labels and other parts of the packaging.

Use Promotional Merchandise to Your Advantage
Plenty of companies give out free promotional merchandise to current and prospective customers, but if you really want to strengthen your brand, you will need to do something different with this strategy. Think about what your target audience will appreciate and use on a regular basis. These don’t need to be expensive things – products such as key chains, pens and reusable water bottles are relatively inexpensive, and people actually do use them – but they need to be eye-catching and attractive. With a matching display, you can also give out free promotional merchandise that advertises in multiple ways.

Deciding on your logo can be a daunting, exhausting process. Your business is your baby, and you have nurtured it, lost sleep over it and painstakingly planned for it to succeed every step of the way. Don’t let your dedication and hard work go unnoticed. Make the most of that logo and your identity. By following these simple tips, you should be well on your way to a stronger brand identity.

 

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How to Connect With Customers Through Corrugated Displays

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.

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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.

 

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6 Simple Tips to Make Your Products and Displays Shine

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.

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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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.

 

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3 Ways to Make Your Point of Purchase POP

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.

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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:

  1. 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.
  2. 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.
  3. 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.
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