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5th Oct
2017

How can retail displays engage and convince consumers?

Retail Challenges

The way that a customer perceives a retail store can have a huge impact on their buying decisions. Here, we take a look at some point-of-sale display opportunities that retailers can’t afford to miss.

In the retail world, ‘point of sale’ (POS) is a widely used phrase… but it means different things to different people. To some, it’s simply the checkout, where a customer makes their purchases – and is therefore quite literally the point of sale.

But to others, it’s the entire in-store shopping experience, encompassing everything that leads up to a purchasing decision – and thus action – which can include a range of signage mediums and display tactics.

In fact, according to recent research by US trade body The Shop Association, more than 70% of purchase decisions are made in-store as a result of visual and emotional stimuli.

That’s why it’s so important to consider the customer journey of store visitors, especially when choosing retail display products and where best to position them for maximum impact.

So, let’s look at some of the primary opportunities for retailers to engage and convince consumers…

Entice visitors inside

Let’s start with the external appearance of your store. The quality and clarity of your branding signage and window display could either:

 

  1. Attract the attention of casual passers-by who like the look of what’s on offer; and how you’re presenting it
  2. Confirm to someone previously aware of your store that they want to take a closer look

In either case, a poor window display or scruffy signage could have the opposite effect and actually make a potential customer decide NOT to go inside. So, make sure that opportunity doesn’t go to waste.

Introduce your brand

First impressions matter – so when customers enter your store, the ‘big picture’ should be an impressive one. By extension, this helps form the perception that your brand and service are also impressive.

From fabric frame displays to large-format wall dressings such as digitally printed wallpaper, there are lots of options available to make your store look vibrant and exciting, using printed graphics of the upmost quality.

GET CREATIVE WITH RETAIL DISPLAY IDEAS >

Promote products and campaigns

Whether you’re introducing a new product, or changing campaigns with the seasons, as customers walk through your store you can choose creative displays to draw attention to particular promotions.

For example, in a sports shop, a motion light box could highlight a new style of training shoe, while a freestanding display unit could be stacked with yoga mats or footballs on special offer.

You can also incorporate digital media into campaigns, by mounting screens and other accessories seamlessly onto fabric displays, supported by lightweight-yet-strong aluminium frames.

Think creatively about stock storage

Sometimes it’s necessary to store stock on the shop floor – but it doesn’t need to look messy. Why not turn it into another opportunity to market your wares?

For example, take a look at what we did for safety workwear retailer Arco. The business needed to neatly and safely conceal supplies in a public-facing area, using a method that integrated with their existing racking system.

Give the consumer more ideas

 Both throughout the store and at the till, display options such as POS stacking cubes are a simple yet effective way to promote additional messages and upsell.

They’re quick to produce and extremely easy to install and move around, so you can place them wherever you want to give customers an extra nudge.

For example, placed near the checkout, they could announce an upcoming sale – so as the consumer waits to make their purchase, they feel motivated to visit again soon.

At Cestrian, we don’t just manufacture fantastic print products. We can also support you with designs, assembly, merchandising, nationwide installation and more. Simply get in touch with our retail team to begin your journey.

ASK US FOR RETAIL DISPLAY SUPPORT >

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