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Tips for Optimizing Your Holiday In-Store Displays

There’s no doubt about it: new holiday in-store displays are key for retailers during the late fall and winter. If you fail to implement new displays in your store during the holidays, you are missing out on a huge opportunity to enhance the retail experience for your customers, which ultimately translates to missing out on more sales and profit. So how do you implement a display campaign for the holidays that will keep your customers shopping longer, and leave them with a more positive and lasting impression? It’s all about creating a feeling and inspiring positive memories.

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Don’t Underestimate the Power of the Display
While it’s true that people do more research online before they shop in the stores these days, the Internet has hardly replaced the power of the in-store display. In fact, more than 75% of buying decisions are still made in the store, according to a 2012 study by Point-of-Purchase Advertising International. The study intensely looked at seven million customer transactions at big retail chains. The association found that things like end caps, bins and freestanding displays can have a huge impact on what customers buy. Don’t let this opportunity pass you up. Taking advantage of the holiday season, when shoppers are even more inclined to make impulsive purchases, can mean big dollars for you.

Create the Feelings That Drive Sales
Retailers of all sizes can increase their sales by inspiring positive reactions in their customers during the holidays. When your in-store display scheme is designed correctly, customers should walk into your retail store during the holidays and react with feelings of comfort, excitement and warmth – you may even evoke fond memories of family and childhood. So think of your target audience. What is likely to trigger these happy feelings and memories for them? How can you implement that in a design scheme throughout your store’s displays? If you can answer these questions, then you should be able to drive sales.

Imagine Yourself as the Customer
At the end of the day, you should always be able to imagine yourself as a customer before implementing a new display campaign for the holidays or any other time of the year. Think about the holiday displays you remember seeing in stores as a child. Chances are you can remember at least a few, and they stand out because they created a sense of wonder and mimicked the ideal sense of the holiday seasons that everyone longs for. Was it the color that spoke to you? The product? The signage? There was something very specific that moved you. So how can you recreate that for this year’s audience?

When you imagine yourself as the customer, you will be better prepared to implement new holiday in-store displays that inspire those feelings of comfort and warmth that will ultimately drive sales. So in the spirit of giving, why not give your customer what they want? A cheerful shopping experience that results in comfort for them and dollars for you.

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