Product displays are one of the most common Point of Sale materials out there. There exist many different types. Depending on your industry and the retail set up, some will make more sense than others.
A product display is a promotional tool for presenting merchandise. Its role is to attract and engage customers. By doing so it elevates the shopping experience and, if done well, helps increase sales.
There exist a lot of different types of displays. Just to name a few:
Point of Purchase displays: These are the ones close to the checkout areas. For impulse purchases.
Window Displays: These are displays you can see from the outside of a retail store. Retailers arrange the window display to entice you to enter the store.
Island Displays: Stand alone type of displays that are placed in high-traffic parts of e.g. within a supermarket. These are often used to present special promotions.
Shelf Displays: Shelf displays are often used in supermarkets or behind a bar top. More often than not they include special signage or setups that make products stand out.
Mannequins: Very common for clothing brands. It helps consumers gain a clear visual about the look of e.g. skirts and trousers.
Good-looking product displays play a significant role in presenting and selling your products.
Eye-catching displays make consumers stop and pay attention. Notice the product that is being offered and, best case, even trigger impulse purchases. Beautiful displays transmit a message of quality which elevates the perceived value of a product and the brand as a whole.
Effective displays show consumers the way through a store, thus guiding consumer behavior within a store. Displays communicate essential information about the product, e.g. certain benefits, what to use the product for or maybe a discount. This helps consumers make more informed purchasing decisions.
A visually appealing display enhances consumer experience. By elevating the interior design of a store and evoking positive emotions. A good display makes good use of the retail space which can lead to an increase in sales per square meter.
In summary, good-looking product displays are powerful tools for driving consumer engagement, improving brand image and elevating the overall shopping experience. If done right, it will lead to an increase in sales, too.
There are different psychological aspects that product displays tap into.
First impression: Beautiful displays create positive first impressions which influence a consumer’s overall impression of a brand. Designers achieve this via color, lighting, motion elements, unique shapes. A unique design will particularly stand out because consumers are attracted towards novelty.
Emotions: Product displays convey a brand’s story, thus facilitating an emotional connection. Particularly with consumers who are already loyal fans. A positive emotional connection makes consumers more likely to buy the product. Beautiful designs foster positive emotions and a positive mood.
Memory: When a consumer comes across a product display it helps reinforce the brand. If this is one of several touchpoints, across different channels, it will lead to easier brand recall. The more unique the display, the more memorable it will be. The product display needs to display the product, not compete with it and take over the show.
Social proof: Quality displays create the impression that the product is popular. This takes advantage of the social proof principle. This principle leads consumers to believe that a popular item must be of a higher quality. People assume there must be something worthwhile exploring. Another psychological effect directly linked to social proof is shareability. Some people call it instagram ability. Beautifully presented products are more likely to be photographed and shared on social media.
Cognitive ease: By making a product stand out, displays help consumers make easier decisions. Clear messaging reduces the cognitive load and helps consumers find and select products. Well-presented products can induce a sense of trust in a brand, facilitating purchase decisions.
Product displays use principles of psychological effects to elevate the shopping experience, drive purchasing behavior, and build stronger bonds between consumers and brands.
One the one hand producing a great product display requires a thoughtful integration of the display into the overall marketing strategy. On the other hand it needs to be adapted to the specific location where it will be used. There are several essential elements of a great product display.
Product displays benefit from vibrant, contrasting colors to draw consumers in. Adequate lighting can further highlight the product and create a beautiful ambiance.
When it comes to the usage of product displays, a clean layout is important. An easy on the eye arrangement, e.g. grouping similar products together, helps consumers take in your offer. The products need to be in easy reach for all heights and easy to access. Ideally from all sides. Provide clear product information like benefits, ratings, testimonials, certificates, awards or endorsements.
Integrate the product display into a narrative, your brand story, by using a consistent theme that highlights it. The theme might be focused on your brand or on a season, e.g. Christmas, Halloween or Easter.
Make sure you display high-value products safely, in order to prevent theft. The display itself needs to be safe, e.g. no sharp edges, in order to avoid accidents. Particularly in high-traffic areas such as at retail stores in airports.
Select only quality materials that fit your brand’s positioning. Any logo or text the display is showing needs to be clearly visible and easy to read. When choosing materials and a design, make sustainable choices. Already at the start think about what will happen to the product once you won’t be using it anymore.
Consider allowing consumers to try your products before they buy, especially with food and cosmetics. Live or video demonstrations can show what your product is about.
Whenever possible, think of ways to make product displays modular. This way they can be easily adapted to different retail environments. Adaptable shelves and fixtures can display products of different sizes.
Consider integrating digital displays that show dynamic content like videos or social media feeds. Encourage consumers to share their experience via hashtags and QR codes.
By considering the above elements, you can develop a product display that is eye-catching, practical, drives sales and elevates the overall shopping experience.
If you manage different products, you need to carefully select which ones to display in order to maximize sales and consumer engagement. Here are several options to consider.
Best Sellers: The products that already sell well are likely to continue to attract consumers. Or the products that are customer favorites. The ones for which you can highlight reviews, ratings and awards.
New Products: Consumers love to discover new options.
Promotional items: Highlight products that are discounted.
High-Margin products: Showcase products with the highest profit margins to increase your profitability. Add comparable, higher-end product versions that buyers might switch to, in order to take advantage of upsell opportunities.
Impulse Purchases: Position small, low priced products close to the checkout area.
Cross-sell: Bundle products together that complement each other and are therefore likely to be purchased together, e.g. shoes and socks or phones and accessories.
Items for the occasion: Display products relevant to a particular season, e.g. winter gear, event, fan utensils for a sports event, or holiday, e.g. Christmas.
Exclusive Products: Display limited edition or exclusive products that create a sense of urgency.
Visually striking: Display visually stunning products that will attract crowds and create a certain buzz.
Newsworthy: Showcase products that have a newsworthy story attached to them, e.g. local and sustainable products which talk about your collaboration with local artisans.
Personalisation: display products that offer personalisation. You can sometimes see this at premium spirit stands at airports that are offering to personalize bottle labels with a name.
As you can see, there exist many options to choose from. By displaying these types of products, you can experiment and identify which work best for your brands and products.
Ivica Baraba
"In PES I get to work on many custom Point of Sales material projects. I’ve been doing this since 2004. It intrigues me to delve into brand worlds and determine what products can help a client achieve their business goals. It is an exceptionally creative and dynamic industry to be a part of.”