How you display your goods communicates to your customers. It is often the ultimate determinant of whether a customer will make further inquiries or not. Besides enquiring and buying, a good display usually increases the average transaction customer make at the shop. Your display communicates to potential buyers whether you are aware of it or not. It is therefore prudent to ensure you control what your customer display says to customers.
The following are some techniques you can employ to enhance the quality of your custom display.
Tailor your Display Specifically for your Target Customers
The first thing a customer does before they can even consider buying is to discover the business as a source for what they seek. With this in mind, it is vital to ensure that your display communicates to the precise type of customer you seek to attract. A good example is when dealing with children goods. Parents have the money, but children often inform parents’ decisions on where to buy. You should therefore target the children with your custom displays.
Keep it Simple
Your displays must demonstrate the capacity to deliver what the customer wants. You, however, shouldn’t put too much merchandise on display as it may be a turn-off. If there is a clash of colors and a chaotic collection, customers will not see a well-stocked business; they are more likely to see disorganization. This will cause them to walk away. Select a few items that will demonstrate capacity and display them strategically to show you are organized. You should also change the display from time to time as this makes it appear new and fresh.
Have a Theme
Let your display tell a story. Customers usually resonate with a visual narrative in the exhibition, but you should ensure that the theme in your collection is easy to understand. If it is a toy shop, you could put a theme fashioned after a Disney character and change them every so often. You are likely to sell more merchandise on the character on display. Other possible themes include back-to-school and holidays such as 4th July, Christmas, Hanukkah, etc. Ensure the theme you use is relevant in your location.
Keep Your Signage Concise
You will need signage to explain your display. Ensure your signage is simple and to the point. Wordy signage is a turn-off as people are unlikely to read any signage that will take longer than five seconds. If a person can’t read and understand it as they walk past at average speed, it needs to be changed.
Make Some Room for Window Displays
Window displays, especially when made at the windows nearest the entrance, attract foot traffic. Ensure you position the most attractive merchandise on those windows as they create an excellent first impression. The window and the whole of the store’s frontage should be clean and well decorated as this is what gives customers the first impression of the shop.
Christopher F. Frazier Lives in Gainesville, Georgia, and has been a pillar at Hardware Specialties, Inc. for over 27 years.