Three Keys to In-store Displays
Building the best for the Holidays and beyond
As the holiday season bears down on us it’s worth taking some time to make sure that you’re doing everything you can to maximize the effects of your in-store displays. While we all love helping our customers, clear throat now, when you get swamped during the holidays, often with customers that you only see once or twice a year, you know you’re going to need some help. It’s easy to suggest hiring seasonal help, but that is not always practical or feasible, so we rely on displays to help us help our customers.
In order for displays to be truly effective they need to do three things very clearly.
1- They have to be easily noticed.
2 -They have to be easy to understand.
3- They have to be helpful.
Let’s take a look at how you can make the most of your in-store displays while satisfying these three basic demands.
Make it eye catching
This is obvious and easy to understand. Your displays need to attract attention to themselves. So how do you do that? Take advantage of lighting, making sure your displays are well lit and highlighted. Use original backgrounds, or a change in backgrounds to help them stand out further. And for real attention grabbing there is recall.
Triggering recall, one of the greatest assets of the human mind, is one of the basic tenets of advertising. Get someone to associate a product with happy days as a child or grandma's cooking and you are more than halfway to a sale. During the holidays we all try to trigger recall of happy holidays past. here it’s helpful to know your clientele and cater to them. The thanksgiving table in Arizona probably looks different than one you might encounter in Wisconsin. Make an effort to design your displays using local color and traditions instead of simply adopting the national norms.
One last point here on triggering recall. the sense of smell is the most powerful recall trigger we have. Take advantage of it. Use scented pinecones or baking spices to add aroma to your display. Even better, mull some wine if you can and if it’s appropriate for your clientele. Leave a fruit display out that resembles a festive centerpiece. Sure some people might touch it and even take a piece of fruit but that’s what you want. You want people to interact with your displays. You want to grab their attention and hold it.
Make it Easy to Understand
Now that you have the customer’s attention make the information you’re giving them easy to understand. Our brains work in predictable ways. We read left to right and up to down so organize your display this way. Put more expensive options on the left, people rarely buy the first item they see when shopping, and putting the more expensive options to the right where people’s eyes come to rest when scanning a shelf halps them to stand out more.
Typically a person at rest can comfortably scan about 2.5 feet worth of shelf or display space so keep that in mind when designing your in store displays as well. Keep your displays easy to see by starting them above knee level and capping them at roughly eye level. Lower priced merchandise should be lower down since we are lazy creatures by nature and tend to take what’s convenient over that which requires even the little additional effort of bending to view and grab.
Make it Useful
This is the most important thing you as a merchandiser can do. Make your content pertinent to your consumer. One issue we all run into is that we tend to forget who that is. Your wine savvy customers are not the ones you need to worry about during the holidays. It’s those one or two time a year customers who are lost among all the selections on your shelves. Make you signage and display merchandising speak to them with simple messages that are helpful.
A big sign picturing a Thanksgiving feast with simple messages that help to say these wines go with Turkey are all you really need to place over a Thanksgiving display, and while it’s a little late for that that’s just an example we can use moving towards the end of the year. Do something similar for New Years. Use your usual New Year’s graphics and underneath create three displays labeled, sweet, fruity, and dry and organize your sparkling wines underneath.
The customers coming in looking specificaly for Cava, or Prosecco or Champagne can probably manage your shelves just fine, you're talking to the consumer who wants a $12 bottle of fruity sparkling wine when you build your in-store displays. Help them a little by explaining what it means to be a dry sparkling wine, or a fruity sparkling wine, don’t intimidate them with too much to read to too much detail. We can teach them about dosage next year.
The point and purpose of in-store displays is to help consumers feel confident about their purchases. They have come to your store or winery because they already though that would be the best place to shop for wine. You’re halfway home. Now just help them to make the purchase that is right for them.
The best thing you can do to actually make the displays useful is to combine them with a tasting. Take our sparking wine example. Pour one of each from sweet, fruity and dry and watch the lightbulbs go off as consumers begin to understand what you are talking about. Nothing sells wine better than putting it in the consumer’s mouth and nothing works to build confidence and loyalty like honest communication, fair pricing, and a little education.
Wishing everyone a healthy, happy, and prosperous Holiday season!