In the war between physical retail locations and e-commerce, one of the big advantages of the brick-and-mortar shop is the ability to catch the eye of consumers and introduce them to items they might not otherwise have looked for. While you can do a bit of this in e-commerce, too much of it irritates customers, who frequently turned to online shopping for its efficiency and speed.
This means that custom retail displays can be very powerful and your display racks need to be designed well if you’re to get the most out of them. If your brochure display racks or metal sign stands with their accompanying ads aren’t getting you the results you want, the problem could be with poor design. Here are five ideas to make things better.
1. Don’t Overcomplicate
Your display racks and signage are getting changed out on a regular basis. The more complicated things are, the more opportunity you have for some sort of flaw in the final execution as you set things up. If you’re depending on your employees to set up and take down all your signage, bear in mind that it takes time to do so: time that they aren’t doing something else. If you’ve given them a complicated design while simultaneously urging them to get it done quickly, you’ve got a recipe for disaster.
If you get mistakes in your design because you went too quickly, this is actually worse than having no display at all. Save your complicated designs for areas of the store that aren’t going to be changed out all that often. Make sure that your employees know that the most important thing is getting everything right, even if it takes a few extra minutes.
2. Make Them Useful
Your display racks and retail signage need to actually do something. Some common failures including advertising products that aren’t actually for sale, making the price so difficult to find that you frustrate consumers or make them suspicious, or advertising so far away from the actual product that shoppers get frustrated trying to find it.
Think about what you would want if you were shopping. What information would you want to see? If you fulfill people’s felt needs, they’re far more likely to convert. Show the item in action. Make sure prices are clear. If you’re advertising in the front of the store for an item somewhere in the back, include a map or clear directions so that people can find what you’re advertising. Put out a small selection and explain that other choices of color or style are available in a different part of the store.
3. Make Things Interactive
Once people engage with the product physically, you’ve really got their attention. Unfortunately, this seems to mostly happen in grocery stores where someone offers a tasting. This tactic really fails when the employee leading the tasting is disengaged and bored, or, often worse, so pushy that busy shoppers avoid them rather than have to engage.
Make sure that your interactive displays are manned by someone polite and engaging. Rather than offer just one item that starts to look old after a few minutes out, consider offering taste testing or smell comparisons that let people try a variety of products and compare them against one another. Once people have developed an opinion, they’re far more likely to buy.
4. Check and Doublecheck
One of the worst things you can do on your display racks is to print out a bunch of stuff with spelling errors and grammar mistakes. Customers do notice this, and at best they’ll snap a picture and put it up online to mock you. At worst, they’ll start avoiding your store because they think you’re incompetent or what your offering must be of low quality.
It’s actually not that hard to get the grammar and spelling right whenever you set something out for display. It just needs to pass through a minimum of three different pairs of eyes, and ideally, the three people you choose should know what they’re talking about when it comes to grammar.
Your display racks and glass signs are a crucial part of a successful retail business. Make sure that yours are doing everything you want them to do.