About Store Displays
Drug stores, high-end clothing stores and car dealerships are all connected by their use of store displays. These displays are used as passive information sources and sales tools, catching shoppers by surprise as they head toward the checkout. Every business owner interested in using store displays should approach these effective products in moderation. Each store display should be located near applicable products, encourage the viewer to take action and avoid using crass language or colors to get a shopper's attention.
Function
The function of a store display is highlighting a product vital to a retailer's current promotional scheme. Big-box retailers like Target and Wal-Mart use store displays to bring new DVDs, video games and CDs to the attention of casual shoppers. Clothing and shoe stores use mannequins and stand-alone displays to highlight sale items that get lost among densely packed racks. A final function of store displays is connecting motivated shoppers to seasonal items like Christmas ornaments, football cleats and Halloween costumes with limited appeal the rest of the year.
Benefits
Retailers use store displays to pump up sales for items with high wholesale costs. For example, a car dealership with premium tires designed for winter driving can hang several tires on a plastic display at the entrance to the parts department. This display highlights the importance of using a high-end tire, the potential savings for a consumer who would otherwise need multiple replacement tires and where to buy these products. Grocery and convenience stores use store displays to encourage impulse purchases at the point of purchase. The typical grocery store checkout is filled with small books, gift cards and other products that are prominently displayed to encourage last-minute purchases.
Types
Store displays are separated by their shapes, usefulness and foundation materials. The shape of a store display can vary from a simple shelving unit with product information to a cutout of the company's mascot holding the featured item. Store displays can be simple stands featuring information and product samples but often they hold at least a few products to make shopping easier. Retailers favor plastic displays for long-term installations but invest in inexpensive cardboard displays for seasonal products and temporary sales.
Size
The size of a store display is contingent on the dimensions of the advertised product as well as its placement. Grocery stores and malls use hanging displays about the size of standard "Exit" signs highlighting store hours and season's greetings. End-of-aisle displays typically fit the size of the shelving units to cover up exposed metal and create uniformity from aisle to aisle. Clothing stores often use large platforms and metal rods to hold up multiple mannequins highlighting the latest in fall or spring fashions.
Considerations
Store owners should consider display placement, customization options and timeliness when using store displays. If a store undergoes remodeling and moves products to different aisles, the owner should move displays to reflect these changes. Large stores that use cardboard cutouts and plastic displays should work with display suppliers that can customize products for corporate branding purposes. Every business should ask employees and managers to look at store displays regularly to report expired sales, inaccurate data and empty product bins.
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