When it comes to selling products and merchandise, an impeccable display is just as important as product quality. Displaying merchandise thoughtfully and intelligently can work to better attract consumer attention, drive sales, and improve your overall brand or business image. For example, research done by Point of Purchase Advertising International shows that over three-quarters of grocery shoppers make purchasing decisions in stores and that produce displays affect those in-store purchasing decisions. Your store’s fixtures, including shelving, display cases, display stands, lighting etc., are an integral component of visual merchandising, which entails integrating the merchandise, the ambience of the retail setting, and the overall retail space into a cohesive display that encourages sales. How can you choose the right fixtures to complement your merchandise and improve product value? Let’s take a look.
Choose retail displays and fixtures that are tailored to the needs and preferences of your target market. Always choose store fixtures with the needs and preferences of your target consumer in mind. For example, let’s say that you are a clothing retailer specializing in petite women’s clothing. It wouldn’t make much sense to use double-level display shelving or very tall store fixtures, as this would likely leave clothing out of reach of petite customers. In this case, ensuring that the customer could easily see and touch the clothing would be critical to driving sales.
Ensure your fixtures don’t detract from the merchandise. Your products always need to be the center of attention, not your store fixtures. Fixtures should be strategically chosen to draw your consumers; attention to the product, not to detract attention from the product. It tends to be advantageous to choose fixtures that accentuate the product, not camouflage it. Choose something that will make the product stand out. If you’re selling dark clothing, go for lighter display cases, dress forms, and mannequins. Avoid bright colors and go for something neutral.
Don’t block the customer’s path. Choose fixtures that are conducive to browsing. You want the customer to be able to move freely about your store. Be especially aware as you place displays around the till of the store, as these areas tend to bring in the highest sales per square foot. Choose displays that guide your customers fluidly along the tills.
The bottom line? When it comes to boosting sales per square foot, the right fixtures are essential, helping complement your merchandise and improve product value.
