The Science of the Display
Survival in today’s tough retail climate is all about innovation and creating customer satisfaction. One of the principal tools available to the dollar store retailer is the store display merchandising. How and where displays are set up, how well the sales team understands their design and the quality of the display’s “look” will determine how effective they are. Presentation is just as important in the dollar store business as it is in other retail categories.
In-store merchandising is no longer a commodities-driven method of organizing a product at retail, but rather the last stage of a comprehensive and integrated marketing plan. When the shopper enters the store for the first time, she is subconsciously making a mental evaluation of several factors, and the focal point is the display. A well-thought-out display generates more customer traffic, creates repeat business and increases the average purchase size – all leading to increased sales.
Successful retailers know that they can dramatically increase their sales by merchandising items in a way that creates a good impression. A recent survey questioned hundreds of retail shoppers as they came out of the stores and asked them to rank various factors that influenced their satisfaction with the store. The percentage of respondents and their criteria are as follows:
| Polite & courteous staff | 86.1% |
| Quality of products | 85.9% |
| Non-intrusive staff | 76.2% |
| Value for money | 75.1% |
| Attractive displays | 75.0% |
| Range of products | 65.8% |
| Special promotions | 48.8% |
| Exchange/return policy | 44.1% |
| Acceptance of credit cards | 25.1% |
| An entertainment center for children | 10.0% |
Interestingly, price is only one of the important factors listed by customers. From this list it can be seen that a range of factors are important . This indicates that retailers must be aware of several factors and how they work together to influence the customer. And the focal point for most of these items is the display.
Only 3.5% of respondents recalled having seen a display. This was despite the fact that they were surveyed just as they left the store! The study indicates that unless properly set up and positioned, consumers fail to remember the display – a complete waste of time and energy.
What are the factors that go into a successful display?
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The sales team must be aware of the objective of the display and incorporate it into their activities.
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The store’s profile must match the display strategy.
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All key elements of design and merchandising must be coordinated to get the right effect.
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If there is competition in the immediate area, the display should be positioned and designed to respond to the challenge.
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The height of the display must be such that it meets the eye level of the customer.
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The display must be positioned in a location where customers will naturally stop or be moving slow enough to consider it. This is why there are so many items displayed in the checkout line of the supermarket. People have to stand and wait, and they will look at whatever is in front of them. If it looks good and they like it, they’ll buy it.
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Above all, the display must be eye catching.
Retail today is a combination of revolution and evolution. With increasing interest in non-store retailing (catalog shopping, online shopping, home delivery), companies will have to redefine and plan new shopping environments that make the shopping experience as enjoyable as possible.
Unique displays add flavor to the store’s interior, and merchandising helps the customer learn more about a product and promote the impulse purchase. If you can get your customers to make more impulse purchases, the benefits are twofold; You make more money, and the customer feels like they have found a hidden treasure. They are more excited to buy something they didn’t expect to buy than they would be if they had merely checked off all of the items on their shopping list.
Look around your store while it is full of customers and pay close attention to how they shop. You will find that there are sections of the store they rush right through without paying attention, and other places where they slow down and look. If you can put a display in a place where they are naturally moving slower and paying attention, they will consider buying the item. Every store is different, so you’ll have to study yours to find the best display location. And if it doesn’t work, try another location. Make it an experiment and have fun with it.
Ah, yes. I almost forgot my sales pitch, but I’m glad you read this far, as you’ve learned some valuable things. Kole Imports has a wide selection of displays packed with merchandise your customers will love. You can see it all at www.koleimports.com, and if you’re looking for pallet-sized displays, you can find them at www.promopallets.com