Four reasons why your retail display isn't working
We all know the importance of a retail display in attracting customers and getting them to spend their money with you. However, it isn’t easy to pitch your displays perfectly. Everything from the mannequins to the clothes hangers, the garment rails to the slatwall requires attention and thought to help it play their part in increasing footfall and boosting your sales. But sometimes you will find that it doesn’t have the required result, and here are four potential reasons why your retail display isn’t working.
Take a look at your retail displays, the way your mannequins are dressed, the density of your garment rails, the types of hangers you are using, the way your slatwall is organised. Have you unwittingly fallen into one of the following traps? Be honest with yourself and follow the advice to get that retail display working to its full potential.
Your Displays Are Too Uniform
You might think that uniformity provides a touch of class and a coherent brand message, and that can be true. However, displays need some variety within them to capture the eye and the imagination. Yes, you might want to show off an entire range of black and white items, but use other elements to create the variety that shoppers crave. Offset the uniformity of the colour palette by using mannequins of different sizes and shapes. Make the retail display more three dimensional if you want it to stand out.
Alternatively, add in depth to the display to give the eye a reason to linger. Have some mannequins at the forefront and others behind. Hang some mannequins or half mannequins from the ceiling, with others standing flat on the floor. Too much uniformity becomes boring; a little variety spices things up and gets the display noticed.
Try to be objective when you view the retail displays in your shop. Would they call out to you if you were visiting the premises for the first time? Would you be intrigued by the items on display? Does the display encourage people to try your shop over your rivals?
Remember that studies show that a good window display can influence nearly a quarter of all purchases. Get it right and there is so much potential to sell. Get it wrong and you are missing out on a lot of prospective custom.
You Are Missing Upselling Opportunities
Another retail display error is to not take advantage of the simple opportunities to sell more stock. Once you have your display looking as eye-catching and enticing as possible, you can use it to upsell customers too.
If a shopper likes the look of a dress on a mannequin, they may well buy it. But that is not the end of the story. You know how it goes; you see a great outfit and then you start to think about which accessories will go with it when you wear it. Your retail display is a great opportunity to solve that problem for them at the same time as they buy the dress.
Add jewellery, shoes and a handbag to the mannequin wearing the dress and guide your clientele to buy not just that garment, but also the accompanying items. Mannequins are perfect for upselling items and if you are not accessorising them, you are missing out on a revenue stream.
Your retail display could be working so much harder for you, so make sure you take full advantage of the selling power of the mannequin.
The Displays Don’t Reflect Your Brand
Consumers have certain expectations of what their shopping experiences will be like at a range of different retail outlets. If you run a high-end shop, customers expect space between the different displays, products and garment rails. They want a sense of roominess, suggesting the items you sell do not need to be piled high because they are of higher quality and are more valuable. If your garment rails are close together, it gives the impression that your stock is of lower value and less exclusive.
The problem here is that customers might see a cramped space and expect low to mid-range prices, only to be shocked by the top-range cost. You will not make any sales from them and you may miss out on the high-end customers too because they expect they will not be interested in what you are selling.
That can also work in reverse. Displaying less expensive products with larger spaces in between on garment rails can give the impression they will cost more. This puts off shoppers looking for a bargain and annoys high-end customers who are attracted by the display but are disappointed to find that they products are not what they expected.
Your Retail Displays Don’t Serve Their Purpose
What are you trying to achieve with your display? Does it objectively achieve that? Many retailers create displays that look good, but aren’t practical. Often they feature products that you can’t actually purchase, other times they point customers to a product that is located in a completely different part of the shop, meaning they have to waste time hunting them down. Another issue could be pricing information that is difficult to find and it might also be that the display is situated in such a way to cause a bottleneck in the flow of the store.
All of these problems can mean that you miss out on chances to sell your items.
Don’t try to go over the top with your displays on mannequins, garment rails, slatwall and other shopfittings. Always remember that the main reason for having the display at all is to sell more product.Think about the information your ideal customer needs to know and that would help make up their mind to complete the purchase.
If you want any retail display advice when picking out the mannequins, slatwall, garment rails and more for your shop, talk to The Retail Factory. Our friendly, expert team will be more than happy to share the benefit of their experience with you to help you create effective retail displays.