Boosting Your Bottom Line with Effective POS Displays

In competitive retail environments, great “Point of Sale” displays can be the critical element that converts curious shopper into a serious customer. With that in mind, lets go through some tips for great POS displays.

As customers flow through your store browsing the products on display, they are searching for one of two things: More information on the products on display, or a great bargain. “Point of Sale” displays are the ideal tool for both of these goals. By providing prices and a sales pitch to the consumer, they convert window shoppers into paying customers at a higher rate than any other type of retail display or signage.



It all sound simple right? Well the principal is, but when it comes to choosing your POS display of choice, things start to get a little more complicated with the huge range of displays available. Will you opt for table talkers, suspended signage, floor graphics, free standing signs, a modular system, clip frames, pull up banners, shelf decals or a light box?




That’s where the professionals come in. Despite being a considerable capital investment, often the best choice is to hire a retail display consultant. Alternatively you might want to call upon your own experience in devising a display strategy for your shop. In this case there are many online suppliers of POS Displays and products to choose from.



Whatever course of action suits your business, the one thing you can be sure of is that some action is better than none. Point of Sale display is a “trial and error” pursuit, so even if your initial efforts are not successful, you should see this not as a failure, but one step on the road to success!

So good luck… and happy Point of Sales!

Suggestion and Donation Boxes

They may not be the first product you think of when you're thinking of adding to your suite of display fixtures, but a suggestion box can be a great way to start a conversation with your customers. People are more likely to give candid and truthful feedback when they can put it down anonymously on a piece of paper, so they are a reliable means of getting customers thoughts on your products, service and staff. Let's face it, if people are encountering a major roadblock in the buy process, you need to know about it!

As an added bonus, when people do leave you a suggestion or comment, you can also use the form that they fill out to collect some customer infomation that you can then use to respond to their ideas or complaints and thus begin a conversation that may become a valueable long term asset. An example of this is that if a customer has made a complaint, you could in turn offer them an exclusive discount, that may make up for their grievances, but more importantly, may get them back into your store when otherwise they might have been lost.

And for when it comes to employing a donation box, this works more as a positive branding excersise, which of course also has the primary function of helping out your charity of choice - it's a win-win!

Ten Steps for Lucrative Point of Sale Displays

For years marketers and major brands have known it, but now these days there is also is a wealth of consumer research proving that Point of Sale display material drives incremental retail sales.

The effectiveness of this advertising combined with falling print and production costs means that this form merchandising is no longer just for the big boys. If you’ve ever considered jumping on this profitable retail band-wagon, but not know where to start, here are some of the key steps in developing a successful Point of Sale advertising campaign…

1. Your Point of Sale display must carry a ‘call to action’ message
2. The display message be read and understood at a glance
3. The most effective results are achieved by linking the display with other in-store advertising or a broader external advertising campaign
4. Sales representatives or retail staff must be well informed on exactly how to assemble and where to place your POS display
5. On that note, retail staff must be informed if there is an exclusive offering that goes along with the display
6. Furthermore, retail staff can be offered an incentive to suggestively sell your deal to customers.
7. Be sure that the proposed Point of Sale elements is durable enough to last the life of the promotion
8. It must be considered that all Point of Sale items be cost effectively distributed to their retail destinations
9. To ensure ongoing value from your Point of Sale advertising campaigns, be sure that results can be effectively monitored and measured
10. Increasingly, it is desired (and often specified) that Point of Sale displays are able to be easily and efficiently recycled.

By bearing these points in mind while planning and designing you next Point of Sale promotion, you’ll be able to avoid pitfalls and give yourself the best chance for success in this lucrative, yet often overlooked form of advertising. Good luck!

by Jeff Parry

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

Lecterns (and Lecturns) for Retail Use?

I'm going to stray somewhat off topic here and have a look at a couple of Lecterns. You couldn't exactly say that they are a retail display product, but you do see them used by travelling salesmen and the like in shopping centres and malls - they're also popular at trade shows and exhibitions, which is a bit of a cross over area for retail display.

I came across a retail display blog that features a couple of models of lecterns (or lecturns) and just thought they looked like a good product and that they could be well utilised in a retail environment. I could easily imagine one with some promo brochures displayed and manned by a staff member demonstrating a new or featured product.

A Little Bit of Christmas Past...

Retail displays have come along way since this little number was cutting edge!

But for now, I'm off to enjoy my holidays, so Merry Christmas and a Happy New Year to all of you - Now go do that last minute Christmas shopping.

Modular Retail Display Systems

If you're in need of some extra sales impact in your retail outlet and are looking around for the right retail display to suit your needs, but are having trouble narrowing it down to just one final selection, then maybe the answer is to go with a modular display system.

Now, before you start thinking "that sounds like some extreme hip pocket pain", just hear me out. The trick is to choose a suitable system and then slowly build on it. You might decide to start with something to attract more people into your premises, like a large advertising poster stand, for example, but you're also likely to need some extra shelving to be utilised for upcoming promotions. Then look for a portable free standing retail display stand to which you can attach large posters and display in front of your shop, which also has flexibility to accept product shelves for instore promotions.

This freestanding system shown below, also features small shelving attachments (not pictured) and would be perfect for the task:

Here is another variation on the same modular retail display theme. Only on a smaller scale and with varying display attachments - it would be perfect to fill those unused or troublesome area of you retail floor space without the expense of a custom display stand. This one doesn't even require any tools to assemble the display:

If you stock only a certain kind of product, then a more specific retail shelving or product display solution may be more suitable for you. Take a look at these two below:

I hope these examples can provide you with a little food for thought.

Good luck and good retail!

Colour Talks

Though there are some effective and eye catching retail displays stands that are works of art in themselves, often the most effective sales method is for the display stand to take a back seat and let the product take centre stage - after all the product really is the star of the show! There are exceptions and it really depends on the characteristics and features of the product, but here's a great example of keeping the display stand minimal and letting a key characteristic or feature do the talking:

This is a display stand for gay pride garden hose attachments.
Did you believe that? It's not actually anything to do with gay pride,  but they are hose attachments on display and they come in a striking array of colours. When designing the display stand for this product, the direction should have been very clear - keep the stand absolutely minimal and let the colours shine.

So when you're planning for your next retail display, be sure to identify any product characteristics that can be highlighted to create an effective and striking display. Outside of colour, this could be shape, packaging, materials or some existing promotional graphics.

Good luck and good retail!

Another Nice Wooden Shop Display Stand

I don't want to turn this into the "wooden display stand" blog, but I stumbled across this one and I thought it worth adding to the discussion due to it's different approach to construction:

This display keeps it simple, with a similar construction to a cardboard retail display stand. It's expected lifespan would not be as long as the displays and retail environments in my last post, but it's proof that the qualities of a natural timber display needn't cost the world. What's more, it's very appropriate for the product on display, which is a timber stain and demonstrates a use for wooden shop display other than the display of food stuffs.

And if you're not really in the market for a wooden display stand maybe I could interest you in some free zodiac sign symbol vectors? Are you tempted? Really, they'd look great printed on the side of nice shop display stand just like this one. Seriously, think about it.

Using Wood for Retail Display

That last little wooden counter top display stand that I posted up got me thinking about the use of timber in creating rustic-type retail displays that have the effect of providing a little retail display time travel. Back to a time when display stands were, simple, functional and dare I say it... honest. True this style of shop interior is only suited to a very small niche of retail businesses, but IMHO they are also just nice to look at. Here's a good example of a fit out for a wine merchant that uses a lot of wood for their displays and fixtures:

A very suitable application in that wine is an age old product that is produced, or at least farmed, in rural areas.

On a smaller scale this display stand below is a demonstration of wood being used appropriately for a fine food display, again invoking that natural, rustic, farm-style feel that lends itself particularly well to the display of consumables such as food and wine:

This same tactic that is being used more and more by large supermarkets and chains to counter act the disconnect between people and their food and the faceless-ness of large retail establishments. Wooden retail displays are used to create a wholesome feel that in an age where people again long to feel connected with the source of their food. Some might call it smart marketing, while some may be a little more cynical - I'll let you be the judge.

Six Retail Display Tips to get Your Register Ringing!

Retail is tough!

Even if your product is totally unique, there’s always competition. There is undoubtedly another shop down the street aiming for your customers' wallet. Your customers cash is limited, but their choices of where to spend it are infinite. And although there is a wide range of success factors in retail, the choice of display stand is one of the key factors in attracting customers and enticing them to spend.

• Do your display stands attract and interest the customer?
• Are the displays busy and possibly overwhelming and confusing the viewer?
• Is the display eyecatching and remarkable?

Here’s 6 sure fire tips to help you create retail and shop displays that will get the customers' attention:

1. Focal point, focal point, focal point!

Overwhelming or a boring displays and display stands can both suffer the same problem - No focal point! You need to think about the following:

• Where will your customers want to look?
• Is there a central feature you want them to notice?
• How will the eye travel through the display?

Don't just leave this to chance – take control and plan what the customer should do when they see the display. Is it a new product that’s the focal point, with complimentary items placed in close proximity to encourage multiple sales, or is a printed or digital advertisement your most effective sales tool?

Many table displays and window presentations are too low. The focal point must be at eye level to the majority of views – this is at between 1200 – 1500mm. With so much stimulation in the average shopping environment, anything that isn’t right in front of the consumer is lost – you’ve got to make it as easy as possible

2. Use the basic design elements of line and shape

Don't just put your products together willy-nilly. Practice drawing a quick layout to help you visualize the plan for your design – don’t say “But I can’t draw”, it doesn’t need to be a work of art, just something to help you visualise your display or display stand.

• Will your layout be horizontal or vertical?
• Will the products be arranged in straight or curved lines, in a pyramid or circular shape?
• Will the design combine a variety of elements, or just one?

To experiment with this, draw rectangle that is roughly the same shape as your display space. Sketch geometric shapes such as squares, rectangles, circles, semi-circles and triangles in various combinations to get a sense of an appealing and functional layout.

3. Create balance

Effective displays have visual balance. Dark colours are visually heavier than lighter shades and large objects appear heavier than small ones. It may seem obvious now, but do you consciously consider this factor when building displays? It’s a more scientific approach than just rearranging things until they just “look right”.

Generally larger, darker items would be placed near the bottom of a display and lighter items at the top to avoid appearing top heavy. Placing too many items, or heavy looking items on one side appears unbalanced. A grouping of many items on one side of the display can be balanced by one heavy item in just the right place on the other side. Think of weights on an old fashioned scale to get an idea of how this works.

“The only balance I care about is the balance in my cash register”- True, that’s the end game, but this is how we get there. We all respond emotionally to visual stimuli and creating a display is about creating a mood and a desire within the consumer – a mood to buy. Lack of balance creates an impression of instability and anxiousness and even if the consumer is not even aware of the feeling, he or she will search out an environment or shop display stand that gives them a positive feeling.

4. KISS: Keep it Simple, Stupid!

You don’t want to try and do too much and end up with a mess. The goal is to attract attention to the product. Simple geometric rows are often the best way to display you product to shoppers. Too often I have seen displays where every row or shelf has a different arrangement and all the focal point are lost.

It’s got to be easy for the customer to find what they are looking for and to make sense of the products on display. So keep your groupings logical by grouping similar products together, then complimentary products nearby. Some “air” in your shop can also help people have an overview of your displays and find exactly what they’re looking for.

5. Be Bright! Use suitable lighting

Lighting is overlooked far too often despite it being an absolutely critical factor in the “feel” and mood of you shop. When budgeting for store fixtures and merchandising, display lighting is not an extra – it’s an investment. Illuminating displays properly can be the difference between a retail display that has people passing by or commands their attention to an exciting presentation of colour and order.

Retail or shop displays should not be lit directly from the above, or you’ll get dark and unattractive shadows reducing your display’s impact. Lights should be slightly off to the side, and to the front of the display, enhancing the 3-dimensional quality of the product. Ideally your retail display will be lit from multiple angles and lighting will need to be adjusted every time you refresh your display.

Without good adjustable display lighting on display stands and shop windows, you’re fighting an uphill battle. Find yourself a good lighting store and maximise your displays today – or your losing customers (and money!) by the minute.

6. Seeing your display as a 3D object

When you’ve got together the basic concept of your display, step back and look at it, but not just from the front, very few people will see it standing directly in front of it. And most displays are approached from the side, or the back or across the room!

Put yourself in the customers shoes and approach your display from all possible angles and view it as a customer would.

• Where’s the focal point and is it placed appropriately?
• Should the display stand be angled to the shopper’s viewpoint?
• Is the signage visible and readable?
• Have you managed to keep a balanced design?

Despite the 3D nature of displays, there is still an optimal viewing angle and you need to make sure that it’s the one that most of the customers will see – just don’t get 100% stuck on it at the cost of all else.

So there you go! My six simple retail display stand tips to create amazing, dynamic displays that command customer’s attention and are sure to get your registers ringing!

Good luck and good retail!