Creating Retail Displays that Sell

Creating Retail Displays that Sell

September 28, 2022
Shari Steinbach
CommunicationsRetail Industry Insights

By Shari Steinbach, MS RDN, RDBA Contributing Editor

Store displays can serve as a silent sales assistant for wellness programming and health-focused promotional campaigns. The trick is to make sure displays include some of the basics that engage shoppers and drive sales. They need to do more than just look nice. If you currently have accountability for an in-store display, or if you want to negotiate space to enhance your services, here are some ways to demonstrate and communicate that you understand what it takes to make a display successful.

  • Use effective cross merchandising - Cross merchandising is the technique of displaying complementary items with each other. For instance, displaying cooking utensils with a recipe ingredient display. Effective cross merchandising increases sales by promoting impulse buys of additional items and introduces customers to products they may not know you sell. It also saves customers the time of running to a different store to find an item and can improve the overall experience with the product they originally intended to buy.
  • Provide a seasonal solution – It’s important to understand your customers’ seasonal journeys and behaviors and align your display plans around solutions to meet these needs. While fall means back-to-school, tailgating and family meals, the summer has consumers thinking about grilling, road trips and vacations. Create timely displays with products and information that offer easy, affordable and healthy solutions.
  • Add meaningful health messaging – Health information is important to many shoppers, and whether or not they find it can influence their purchase decisions. Many customers don’t have the patience or time to read labels extensively. You can make things easier for them by featuring health information on a display next to products. Highlight key nutrition benefits which will be effective in prompting the decision to buy. When people feel informed, they are confident in taking action.
  • Educate employees – Whether you have a regular monthly wellness display or only occasionally, you must educate store employees about the display’s purpose and messaging. Team members may be interested in the products on a personal level and they can also drive more customer engagement and potential sales by communicating the display’s purpose. Consider providing employees with a few key talking points at the weekly team huddle or through the store director.
  • Make someone accountable – Unless you are able to monitor each display on a daily basis, it’s important to make someone at the store accountable for ensuring it’s integrity. Random placed products placed or unintentional damage can occur to any display. Assign someone to be accountable for refreshing products and checking on any signage or take-aways that are available.