Smart retail merchandising can make or break your business. It involves various tasks such as shelving, space allotment, and devices such as in-store displays to keep your customers attention. Visual merchandising is of utmost importance because, as a retailer, you have 8 seconds of your customer’s attention span. In these 8 seconds, you need to efficiently grab their attention, display the required information and bait them to buy.
Several times though, business owners have noticed that they can’t seem to see any progress even after using all the necessary devices and merchandising methods. They are stacking the shelves and putting up displays, but why is there no increase in profits? The important thing to keep in mind is that many other factors have to be considered too.
Let’s take a look at some of the reasons why your in-store displays are not working and what you should do instead.
Why your in-store displays are not working, and what should you do?
1. One-Dimensional Setting
An external display will entice a potential customer to turn into a guaranteed customer. To do so, make sure the in-store displays are interesting enough to draw them in. A lot of times, the displays are filled with products all placed together without any variation or uniqueness. To eradicate the dullness of the display, you can work on it to make it visually appealing.
Do so by adding height and color to the display. If all the products are linked together, then you can try to shift them upwards or downwards. Moreover, having various colors and sizes can also highlight your product range.
2. Overdoing Your In-store Displays
A minimalistic approach will take you and your store a long way. The display should highlight your range, but it should not be overly distracting. Too many products and displays in store can harm your branding with its confusing messaging to the customers, hence reducing the effectiveness of your display campaigns.
Instead of showcasing your wide product range, showcase the product of the highest demand. Moreover, any products or sales you have that come with a time constraint should be brought into the limelight through in-store displays. Minimize your advertising effort with the best limited time offer on display – low hustle, high return.
3. You Are Complicating Your Displays
Some store owners have a difficult time narrowing down their campaign ideas and scopes when it comes to in-store marketing. We all want to achieve a lot in each action we make, but a complicated idea can only make your store displays more expensive, even derail the campaign from its original purpose.
An overly complex display might take on much space in your precious retail estate, and it can cost you a lot of time and energy. If you are running a small business, you would understand the importance of the available area. Each nook and cranny of your store is of utmost importance to you. Don’t overcomplicate the system by bringing in designs that are too challenging or expensive to execute. Instead, stick to your logistics and budgeting levels and use creative manners to promote your offerings.
NexSigns Digital Signage can be a great solution for ambitious retail owners and managers who want to make their in-store displays pop digitally. NexSigns has hundreds of templates for promoting sales and limited-time offers that can incorporate your products and spot-on items. It takes you minimal effort and yet delivers big results.
4. Your Display Don’t Reflect Your Price Point
Respecting the price point while designing your in-store displays is crucial. Visual merchandising includes the spacing of your products as well. Imagine walking into a store, and all the diamonds are next to the lollipops on the counter – would you believe those are real diamonds? No! The real diamonds are locked in a beautiful glass display where all the customers appreciate their beauty. Its price point determines the space it takes.
The trick to keep in mind is that space equals cost. If you have all your offerings lumped together, your store will look like a thrift shop.
The amount of space a particular object consumes in your store display should be in sync with that product’s price. This trick will help in managing customer’s expectations and eventually boosting their experience.
And vice versa – how do you highlight a product to make it more appealing and expensive? Give it space! Digital signage is a great tool to highlight an item on your big screen space, so it draws the attention of your customers.
5. Lack of Utility in Your Retail Store
Sure, you can make your store display the most attractive one out there, but it is of no use to the customers if it lacks utility. Hiding prices and showcasing products that are not on sale might trick clients into coming in, but it won’t increase your sales.
Instead, it would be best if you were looking to cater to their needs. Get in the customer’s shoes and imagine what you would like to learn from a display. Using digital signage, you can incorporate a map of the store, product details, and information about sizing, etc. Your digital signage can easily bring utility. Information, when combining with animations, can do real wonders.
6. Lack of Interactivity
Does your display interact with your customers? If the answer is no, you need to reflect how to add some flavors to the interactions between your displays and your customers.
Nowadays, providing customers with an immersive retail experience takes all the hype. To truly hook them, you will have to do more than provide them with a visual experience. This creates more avenues for you to stand out from the crowd and offer more.
A great way to incorporate interactivity is by giving them a taste of it (literally). Stores selling eatables can provide samples to try; others such as perfume counters can offer scent samples. This can increase engagement and hence boost your sales.
7. Ignoring the Importance of Details
The art of merchandising is not as simple as it seems. You, as a retailer, should keep a keen eye out for all the details. Even the most diminutive things that you disregard can be noted by a customer and bring your downfall.
Setting a tone is crucial, do it by paying attention to the details. The hangers you use, the shapes of tags, the direction of the merchandise, cleanliness, and the sophistication in which they are displayed all will help set a tone. Moreover, using digital signage to do this is extremely efficient as you can control the content to broadcast and set a tone for your marketing.
8. Lack of Inspiration
These days there are tons of shops and stores in one lane or the same area. As a result, people are going in and out of stores at an astonishing pace. To compete, you should do something that will leave a long-lasting impact on the customer’s mind.
Here’s to having fresher perspectives. Don’t just sit in your store and think up ideas. Instead, go out, take a walk to take in your competition, maybe even borrow an idea or two. Take pictures, jot down ideas and add your unique touch to them.
There are also a tremendous amount of resources online, platforms like Pinterest, Instagram, Clubhouse can give you inspirations on store displays no matter which industry sector you work.
9. Outdated Displays
Nothing scares away customers as quickly as an outdated store would. Outdated content or store displays send out the message to customers that you don’t care about your business and are not earning. If you want to maximize your sales throughout the year, you need to refresh your in-store displays constantly. With trends coming in and out of fashion, you have to keep up with the pace.
What you should do is bring in the technology. Bring in digital signage that can help spice up the place and keep things updated. These are easy to use; you can change the content from any corner of the world, appealing and modern. Moreover, you can also schedule the timings of each change, so all you have to do is sit down, plan your content, schedule it, and you’re done!
10. You Are Not Testing Your In-Store Displays Enough
Finally, have you tested or experimented with different styles/placements/fonts of your displays yet? If you said no, your displays might lack testing. Constant testing with your displays’ effectiveness can help you better understand your customers and bring out more tailored campaigns in the future.
An easy way to do this is by implementing a retail digital signage solution. With a solution like NexSigns, you can set up Scheduled Publishing and Dayparting at different times to see if the digital display content affects the sales in any way. This data will be beneficial for your future marketing and advertising effectiveness.
In-Store Displays: Bottom Line
A well-planned and efficient retailing strategy can do it all for you; it doesn’t matter whether you are trying to attract customers or increase your sakes. In today’s day and age, digital elements will show your progress to the customer and keep your content fresh. Design ideas in a manner that they are not just attractive but also useful to the people.