August 3, 2017 by IDW

It’s no secret that maximizing your Return on Investment (ROI) is a significant contributor to overall success in any marketing campaign.  In a retail environment, one of the most effective ways to increase sales and improve your bottom line is through effective merchandising utilizing retail displays.  In this article, we’ll discuss how retail displays are an efficient, cost-effective tool that will maximize your ROI.  By using retail displays effectively, you will see an appreciable increase in sales with only minimal investment.  Retail displays are particularly effective at leveraging consumer buying patterns and brand recognition to move products.

What Makes Retail Displays Effective?

Retail displays are effective at boosting sales because they help improve product placement in key areas, interact with consumer buying patterns, and capitalize on brand recognition.  Regarding the first point, retail displays allow retailers to flexibly place their products at key intersection points with their consumers.  These intersection points can be high traffic areas such as deli and service counters, endcaps, and cash registers.  Additionally, retail displays are incredibly effective when used in checkout aisles to capitalize on impulse purchases.  By using retail displays to bring products into high traffic areas, retailers both increase product visibility and improve the shopping experience by providing convenience to their consumers.  Properly placed retail displays also give retailers greater control over how their customers interact with the products they are most likely to purchase.  By placing retail displays in high traffic areas, retailers can choose where consumers interact with products.  As an example, at a deli counter an effective retail display might incorporate a reach-in cooler with popular beverages and a stand-up display with chips or other snacks, allowing customers that are purchasing sandwiches to create a full-meal option in one easy stop.  In this way, retail displays give retailers the ability to anticipate their customer’s desires at critical junctures in their shopping experience in order to generate larger purchases while offering the customers convenience.

Retail displays give retailers the flexibility to place products where they are more likely to be purchased, but also allow retailers to capitalize on their customer’s shopping patterns to capture more sales.  Consumers today are more likely to enter the store with a specific purchasing goal in mind.  Retail displays capitalize on this by allowing retailers to anticipate these goals and meet them in one specific area.  In the example in the preceding paragraph, the retailer was able to meet the consumer goal of a one-stop meal by placing a beverage and snack near the deli counter to create a full-meal option.  This allows busy consumers to stop in your store, make a quick and complete purchase, and leave in a short amount of time.  Consumers that know ahead of time they will be able to quickly accomplish their shopping goals in your establishment will be more likely to return.

Lastly, retail displays are an effective way to leverage brand recognition to boost sales.  By placing retail displays at high traffic avenues throughout your storefront, you bring the products that consumers are more likely to buy to them.  Retail displays are highly visible compared to an array of similar products on shelves, allowing your customers to quickly recognize a product or brand that they frequently purchase and grab an item.  Leveraging brand recognition and high visibility adds another layer to the effectiveness of retail displays.  By placing the products your customers are most likely to purchase within arms-reach at key points within your establishment, you will move more products off of your shelves and into the hands of consumers.

When you combine the effectiveness of retail displays with their low cost and customizability, the link between retail displays and ROI becomes clear.  Retail displays placed in high traffic areas produce a significant increase in the sales of items within that display.  Additionally, retailers also see a rise in items per transaction, boosting sales overall.  Combined with this, retail displays are cost-effective and customizable.  Retailers can capitalize on brand recognition through unique displays that prominently highlight brand and product, further increasing effectiveness.  Unlike other merchandising techniques that require ongoing expenses, retail displays are a one-time purchase.  This allows retailers to recover their investment within a short period of time through the increased sales that retail displays generate.  Lastly, retail displays are flexible.  Retailers can use displays to place drinks, snacks, or full-meal options within reach of their consumers, and change their displays to adapt to changing buying and consumption patterns.