Many Store Displays Going Senior Friendly

Retailers are looking at the long-term figures and taking notice. People have been aware for years that the baby-boom generation is approaching retirement age, but no one thought of the myriad affects it would have on the retail environment.

With an aging population comes a whole new segment of the market with huge buying power. According to an article released by NPR.org, "Within the next decade the number of people older than 65 is set to jump almost 30 percent." This has led many store designers and owners to rethink the way they market and sell. It's likely that, in the coming years, the market will see an increasing number of approaches and products geared more towards the senior crowd.


This isn't much of a shock. The market will always try and find ways to sell products to consumers but it's going to change more than just what's being produced. It's likely to alter the very style and function of many stores across the country. As many business valuations have shown, seniors require special consideration. For example, retailers have long employed shiny floors as a way to brighten up a store. However, some studies have show that older individuals find them disconcerting since it's often unclear if there's a spill or slick footing. Designers are already looking and ways in which they'll be called to accommodate the millions of shoppers that will be frequenting their stores in the coming decades.

The drugstore chain, CVS, has already begun to alter the look of many of their locations in order to stay ahead of the curve. They've lowered the counters and have put carpeting in many of their stores. Walgreens has also put in magnifiers on most shelves so shoppers will be able to read the print on labels and packaging. This is an obvious switch for drugstores given that a large portion of their clientele are elderly but we're probably going to see these same changes made in stores across the country in a few years time.

Though simple things like electronic doors have already begun to replace normal doors, they're not everywhere. We'll probably see these go up in every merchant shop everywhere but even things like displays are going to see big changes. Ads will likely begin using larger print and muted colors. It's going to be interesting to see the changes that occur as our market retools itself to appeal to a section of the market that has been, until now, largely ignored. Who knows what changes are going to happen in the coming years.

Window Displays: Dress to Impress in Just 3 Seconds!

Here’s a frightening statistic - On average a shop window display has just 3 seconds to convert passers-by into customers. Go on, count to three… 1, …2, …3. There! You just lost a customer!

With that in mind, let’s not waste any more time. First off we’ll start with the very basics of what your window display will need to have any chance of impressing on your next wave of potential customers:

Three seconds to impress. Is your message getting through?

Calling All Shoppers
Window displays need not only to capture the attention of passers-by, but also to motivate shoppers to act on their interest. Think about it… these people are out there shopping - they want to buy things! Your job is to convince them that your product is the answer to all their woes and to give them a good reason to buy it right NOW! First and foremost there must be a clear call to action.

A subtle call to action. Are you getting this message?

You’re Selling What?
This seems a little obvious, but you’d be surprised how often it is over-looked. Shoppers need to understand exactly what it is that you’re selling. I can almost hear you saying it: “I’m not an idiot! Of course they get what I’m selling!” And don’t get me wrong, I’d never say you’re an idiot, just be sure to double check that the actual product hasn’t been lost in the creative masterpiece of your window display.

What about this one? Are you getting the message? Or just getting blinded by the light?

Are We Clear?
You need to send a clear message. And to send a clear message, you need to be clear on what your message is. Are we clear? OK, good. But this point isn’t over yet. The clearest message in the world won’t make you a cent in sales if it’s a message that people aren’t interested in hearing. This, of course, comes down to knowing your market. It’s a topic far too vast to cover here and something that I sincerely hope you already have under control - or we might as well just put down our pens and pencils and go home!

OK, we counted down those three seconds and are agreed on how very brief the “window” of opportunity really is. And now we’ve also got the most basic of window display basics under control. But, unfortunately now I’ve got some more bad news for you.

The reality of your situation may be even more brutal than those 3 seconds suggest. You may have the misfortune to be situated near to an extremely well-resourced department store’s window display, a TV store with vast numbers of synchronised screens, or maybe even a troupe of incredibly acrobatic street performers.

This may make life a little difficult

Whatever it is, this surrounding “clutter” must be conquered.

It’s a simple concept, but when you consider that it might actually be well considered and thoughtfully executed clutter that has been put in place by the marketing teams of your opposition (I’m not talking about the acrobats now), then you’re talking about a marketing war. And it’s a war that you can’t afford to lose.

So how do you go about constructing a mighty window display that conquers all clutter and win the hearts and minds of today’s battle wary consumer? In just 3 seconds?

Sheeeesssh…. I don’t know…. that sounds really hard! And in truth the specifics really depend on a lot of variables such as the nature of your business, the size and location of your window display and the products you offer. But don’t despair, what I can tell you are some things that you absolutely, positively mustn’t do! And the majority of the time, that’s half the battle won. So here we go again:

• Don’t try to say (or display) too much. Tell too many stories in a limited space results in nothing but clutter – and clutter isn’t a story that anyone wants to hear. You’ve heard it before, but less really is more! A strong, clear statement will always triumph over the 'I am trying to sell you everything' approach.

 Less display, more impact!

• “Apples with Apples” is another basic principle of effective visual merchandising. Don’t be tempted to split your displays and thus dilute your window’s message. Despite some popular theories on today’s fragmented market places, consumers still appreciate the value of an expert. Set yourself up as this expert by ensuring your window displays convey the clear message that you are 'in the business' of the product that’s on display. Being the expert on that product or service gives shoppers a great reason as to come into your shop – even if they are not intending to buy.

  "Apples with apples"
• Don’t forget to have strong visual cues inside your shop. Remember that call to action I talked about? Clearly repeat this with your in-store displays and signage. Think of it as holding the hand of your visitors and walking them from the entrance of you shop through to the products location within. With out this link, even the most perfectly plotted and executed window display falls down.
   
• Nothing speaks louder to your customers that you’re a static business bereft of ideas than a static window display doing nothing more than collecting dust week after week. Continual renewal is key, so get inspired and in turn you’ll inspire your customers!
   
• Shine a little light. Lighting is an often over looked component of window displays (as well as in-store displays). And considering that it can make or break even the best displays, it’s a detail that nobody can afford to neglect. Check that the lighting is strong enough and directed on the promotional piece, product or the statement that is key to your message.
• Get back to basics. While your busy getting inspired, be sure your not neglecting the basics. The classic shapes of the pyramid, zig zag, fan or step are visual merchandising main-stays because they work! Many an effective window display has been built using these shapes as the base frameworks within the window and there’s no reason that yours shouldn’t be the next.
   
  
  
The classics are classics for good reason! 
• Visual merchandising is a specialised skill in itself. In fact it’s a combination of skill, education, artistic creativity, science and invention. You wouldn’t have an inexperienced floor staff member do your accounting for you and you should think of your visual merchandising in the same way. Having a specialist visual merchandiser do your window displays may cost a little more, but can triple its worth in sales.
   
• Finally, be sure to walk the talk. If your window display is as successful as you hope it to be, it is critical that you deliver on the promise of the window. When a customer is engaged and then let down, due to a stock shortage you undermine not only the current display, but the ability of your business as a whole to deliver on its word.

What do you think? Feeling a little more prepared for battle? I hope so.

Just remember, if you avoid the above mistakes and adhere to basic merchandising principals, you’re already well on your way to ensuring that your window display efforts are victorious. Good luck

Author: Jeff Parry

Retail Display: Put some Method in the Madness

Do you think that putting together an effective retail displays is a matter of common sense? If so, then you’d be right. But it’s also much more than that. In fact to create a truly great visual merchandising display requires the application of a little scientific method – It’s not rocket science… it is retail science.

An ineffective or unclear display will confuse and frustrate customers. Regardless of how interested, or even intrigued, they may be with the product on display, this confusion and frustration always ends up impacting negatively on sales. You need to put some method in that madness!

In the following paragraphs I’ll outline some basic principals of merchandising that’ll have your customers clear headed, in control and, most importantly, reaching into their pockets to take home what’s on offer. So read on…

Clearly, products displayed at front of your shop will receive the most interest. More specifically, you can think of the critical zone as a 3 – 4 metre semi-circle around the entrance of your shop. This is the red zone! It’s the only display area that will determine in a shoppers mind whether or not they even want to enter your shop. It’s on this valuable piece of real estate that dreams are made… and broken. So it’s here that you need to display your top sellers and any of those wonderful little products, that may not be the cash cows, but tend to evoke fascination and interest amongst your customers.

Well considered shop window displays grab the attention of passers by and act to draw them into your shop. Poorly considered window displays have the opposite effect. Ensure that your window display is kept fresh by redesigning the display every couple of weeks - even more frequently during peak shopping periods – and make use of some bright colour or something that contrasts with the surrounds. If you have the budget, some movement is a great ploy. Whether this be in the form of an old fashioned mechanical- style display, or an LCD screen loaded with fresh content should be dictated by the appropriateness of the technology to your product or service range.

A general rule of thumb is that products displayed on tables and walls will move! Of course the product must be appropriate for your clientele, but display hangers on walls are an effective way to highlight new products as they fall directly in the customers’ line of view. If you are planning interior renovations, think about building more wall space. If this isn’t in the budget, the next best move is to use display shelving to increase prime display space and group products into product or style categories.

People need to be able to move freely through your shop. It’s important that they have space to stand a little back from your shelves, take in the entire display and then move in closer to handle the products on show without having to be constantly thinking whether somebody else is trying to squeeze past.

About 1500mm to 2000mm is a good spacing while the display racking itself should be no higher than 1500mm. An investment in good quality shelving or racking can save you a lot of frustration in the long run. A quality product will be designed to facilitate day to day maintenance and add some flexibility to your display.

The pricing and ticketing of your products must be as uniform as possible. How often have you been in a shop, found an item that is of interest only to be unable to find a price? If there is not a staff member in the immediate vicinity you are likely to just walk away. This is an area where it is imperative to make it as easy as possible for your customers. Remember: If it’s easy to shop, then it’s easy to buy!

At the end of the day, great displays equate to great sales. So don’t just throw product on the shelves and hope for the best – that’s madness. We are all creatures of habit, so play on that desire for order and understanding with a little sharply focused Retail Science. Then all there is to do is to sit back and listen to the register ring!

A Great Little Retail Article

I've been trawling for Display Stand and Visual Merchandising articles this morning. There is a lot of pretty poor and uninformative articles around when it comes to the topic of Retail Display, but I've managed to find one that has some great little tips and should help any retailer increase sales by simply making the most of the display space they already have available. How does that sound?

The six tips are as follow:

1. The only way is up!
2. More is more!
3. Shine a little light!
4. Razzle dazzle ‘em!
5. Focus, Spotlight, Highlight!
6. Repeat, Re-shuffle and Renew!

Obviously that won't make a lot of sense to you, but they should get you thinking enough to go and have read of the rest of this great retail article. Otherwise, good luck and... Happy Retailing.