6 Reasons Your In-Store Displays Aren’t Working
In-store displays are a crucial component of the retail experience. They serve as a powerful tool to attract customers' attention and influence their buying decisions. Effective displays highlight key products and create an appealing environment. This can enhance the shopping experience for your customers.
By strategically placing and designing displays, retailers can drive sales, promote new items and engage customers in meaningful ways. However, not all in-store displays achieve their intended impact. This post highlights the common reasons why your in-store displays might not be working as expected. We'll give industry insights and solutions to help you maximise their effectiveness and, in turn, boost profits.
1. Lack of Clear Messaging
Clear and concise messaging for in-store displays is crucial for communicating the key benefits and features of products to customers. In a fast-paced retail environment, shoppers often make split-second decisions. A well-crafted message can capture attention and convey essential information. It can also persuade customers to buy from your store. Our chalkboard display signs are great if you need to change messaging quickly.
Confusing or cluttered displays can have the opposite effect. Often overwhelming customers and driving them away. When a display is overloaded with information or has an unclear focal point, it can be difficult for customers to process what is being presented. This can lead to frustration, decision fatigue and ultimately, a loss of interest. Instead of feeling guided and informed, customers may feel confused and disoriented. This can make them less likely to engage with the display or buy from your store.
Examples of Effective Messaging in In-Store Displays:
- Simple and Direct Headlines
- Bullet Points and Icons
- Call to Action (CTA)
- Visual Hierarchy
2. Poor Placement
The location of a display within a store can influence how many customers see it and how likely they are to engage with it. Strategic placement involves understanding customer flow, behaviour patterns, and the store layout to position displays where they will have the most impact.
High-Traffic Areas:
Characteristics: These are locations in the store where a large number of customers pass through often. These are spots near the entrance, at the end of aisles (end caps), and near the checkout counters.
Advantages: Placing displays in high-traffic areas ensures the largest visibility. These areas are ideal for promoting new products, special offers and seasonal items. This is because they're likely to be seen by the greatest number of shoppers.
Example: A grocery store might place a display of discounted snacks near the checkout counters, where customers are likely to make impulse purchases while waiting in line. Use counter-top stands and display baskets to make your products stand out.
3. Unattractive Design
Aesthetics play a crucial role in capturing and maintaining customer attention in a retail environment. An attractive display not only draws customers in but also enhances their perception of the products being showcased. Good design can create an emotional connection.
This makes customers more likely to engage with the display and make a purchase. When aesthetics are neglected, even the best products can be overlooked, leading to missed sales opportunities.
Key design elements include colour, lighting and layout. Adding colour can influence customer behaviour. Bright and bold colours such as our Faba and Stak collection can grab attention. While softer tones used in Arco and Moda can create a calming effect.
Proper lighting can enhance the visibility of the display and make products look more appealing. It can also create an inviting atmosphere that draws customers in. And a well-organised layout can make the shopping experience more enjoyable and intuitive.
4. Inconsistent Branding
Inconsistent branding can lead to confusion and mistrust among customers. When displays do not align with the brand image, messaging or aesthetics, it can create a disjointed shopping experience. Customers rely on brand consistency to immediately identify and connect with products.
If a display looks out of place or contradictory to the brand’s usual style, it can make customers question the quality and authenticity of the products. Ultimately leading to decreased engagement and sales.
Examples of Brand Inconsistency:
Colour Scheme: Using colours that do not match the brand’s palette can dilute brand recognition. For example, a brand known for its minimalist black and white theme using bright neon colours in a display can be jarring.
Messaging Tone: If a brand communicates in a sophisticated and formal tone, a display with casual or humorous messaging can feel off-brand.
Design Elements: Incorporating design elements that do not fit with the brand’s established aesthetic, such as a modern tech brand using rustic, vintage props, can create a disconnect.
5. Ignoring Customer Behaviour
Understanding and catering to your customer's needs and shopping habits is essential. When displays resonate with the specific preferences and behaviours of the intended customers, they are more likely to attract attention, engage shoppers and drive sales. Displays that align with customer expectations and shopping patterns can enhance the shopping experience. This leads to increased satisfaction and loyalty.
Key Considerations:
- Demographics: Age, gender, income level and lifestyle can influence how customers interact with displays.
- Psychographics: Interests, values, and attitudes affect what types of products and messages resonate with customers.
- Behavioural Patterns: Understanding how often customers visit the store, what times they shop and their purchasing behaviours can inform display strategies.
Methods for Researching and Incorporating Customer Insights:
- Surveys and Questionnaires
- Sales Data Analysis
- Customer Observation
- Social Media and Online Reviews
- Feedback Forms and Suggestion Boxes
6. Outdated or Stale Displays
Keeping your displays fresh and relevant is crucial for capturing customer attention and enhancing the shopping experience. Outdated displays can lead to disinterest and a perception of neglect.
Regular updates reflect current trends and seasonal themes. This makes products feel timely and encourages impulse purchases. To maintain this freshness, retailers can create a display calendar to schedule updates around holidays and events. Monitor industry trends for inspiration, and rotate stock often to highlight different items.
Utilising modular displays allows for quick reconfigurations. Incorporating seasonal elements - like themed props and colours - adds relevance. Gathering customer feedback can provide insights into preferences. Plus collaborating with vendors can help ensure displays remain compelling and engaging.
Are you looking to update your range but unsure where to start? That's where we can help. Contact our expert sales team on 01278 437123 or email sales@gadsby.co.uk. We also have a showroom if you're local to the area, it's a great way to look through our products.
