Retail environments offer a vast amount of options for shoppers. With so many products lining the store shelves, visitors have plenty of choices when deciding on a purchase. However, shoppers can become overwhelmed trying to decide which product is right for them. And with so much competition, it is hard for a brand to stand out within retail.
Providing store visitors with a smooth and convenient in-store journey can create an enhanced shopper experience and an opportunity for brands to create appeal. Making it easy for someone to locate a product is likely to turn a shopper into a paying customer – something that can be achieved through an effective retail display.
A retail display can be considered effective if it leads a visitor to a purchase decision. A display should encompass characteristics that create appeal, intrigue, and a convincing reason to purchase.
A display should stand out and catch attention. Elements can be used to create noticeability such as color, lights and even music. The Absolut LED Shimmer Arch we created for the Total Wine & More location in Houston, Texas featured a live DJ and LED lights that synced with the music to create instant in-store disruption.
The main point of any retail display is to let shoppers know how the product can fit into their lives and what problems it solves for them. The product’s features and benefits must be highlighted to let shoppers know how it differs from the competition. This information, conveyed through text, audio, video, or all three, is critical for product success.
Dynamic & Interactive
The more engaged a shopper is with your brand in store the more they see how it can play a part in their lives. Encouraging tangible interaction?increase dwell time and purchase consideration, giving shoppers a true sense of what they can expect.
This type of interactivity is crucial for products such as headphones, smartwatches, and other electronics. Being able to play around with the functions of a smartwatch or hear music from a pair of headphones is key to knowing if the product meets shoppers’ expectations and needs. Products whose features cannot be conveyed through direct interaction, such as smart thermostats or home surveillance cameras, can be explored through the integration of touchscreens and demo videos.
The Dixons Smart Home Immersion Space is a great example of how exploration and interactivity was encouraged to understand how each product can play a part in making someone’s daily life more convenient.
Whether a shopper has no idea about a product until they see it in store or have done previous research prior to their visit, a well-executed in-store display can be effective in driving exploration, awareness, and sales. Retail displays play a key role in creating attention for a brand, highlighting its products, and creating a connection with the shopper that not only translates to a purchase, but evolves into an ongoing relationship.