There is more to selling than meets the eye.
Especially when it comes to visual sales. While this may sound like a contradiction, let us investigate further…
Research shows us that the sense of sight processes more than 80% of all information that enters our brains. When consumers are digesting and processing information, the visual aspect accounts for more than all the other senses combined.
Therefore, it is important that you turn all unappealing instore custom POP displays into strong, high converting visuals.
And here’s how you do it…
1. Colour
So simple, yet so effective.
The art of using color correctly can assist you into enticing paying customers into your store. It can invoke emotions and can, therefore, influence how your items inside your shop and the items on display are conceptualized by the customer. We’ve already covered the fact that our brains respond with visual stimulation, and research also suggests that certain colors can invoke certain emotions. For example, blue and green are connected to tranquillity and calmness whereas red and orange, the fierier colors, can be connected to feelings of arousal and passion.
What do you think people remember most? A color or an object?
If your answer was color, then you’re correct. Studies suggest that people busy shopping usually decide what they will purchase within the first minute and a half of interacting with the product. What’s more, 60% of this decision is based on color.
Check out the following condensed tips:
– Use statement colors. Bold colors are able to catch the eyes of passersby.
– Be mindful of your surroundings. Use colors for your display that contrasts the ones around you- this will help you to stand out in a medley of stores.
– If you want to capture your customers’ attention, try using a soft and subtle background behind the products. White and black backdrops have proven to be the most effective.
2. Use Signage to your advantage
There are three ways to use signage:
– Directional
– Informational
– Promotional
By being sign savvy, you can strategically guide prospective buyers through your shop. Do this by making sure that they always have the exact information that they need before they even realize that they need it.
Remember, the average attention span is approximately 8 seconds. Use this piece of information to your advantage, ensuring that your signage will tell them all they need to know in those 8 seconds or else their attention will wander elsewhere.
Check out these tips from the pros:
– Use images, icons or graphics to personalize your store, providing potential customers with a visual identity they can connect with.
– Keep it simple. You want people to be able to immediately understand.
– Display a high selling item close to a sign on a good quality glass cabinet.
3. The Display Window Shows your Shop’s Soul
While this is not a practical tip, remembering this will help you to make a winning store window display.
You have probably heard the saying, “the eyes are the window to the soul”. When you apply this concept to your store, remember that your display window is what people will judge your store by. This visual representation is your single most important selling point.
Here’s the thing about your store’s display; interaction with your potential buyers begins the moment they glance up at the window. Your objective? To stop them and entice them into the store.
4. Good Lighting Is Not Just for Photos
Why is Lighting important? Because it creates an atmosphere. It can also be used to help guide shoppers’ attention.
Think about your primary lighting, ambient lighting, and accent lighting.
– Primary: this is the general store lighting.
– Accent Lighting: where do you want your shoppers to focus?
– Ambient Lighting? This can use shadows to create a more dramatic or intriguing effect.
Recent studies suggest that customers prefer warmer lighting and this showed in an increase in sales of almost 2%.
Some Tips from the Lighting Pros:
– Find the balance between too dim and too harsh for your primary lighting.
– Depending on the size of your store, save your accent lighting for only one or two areas of your store. For example, use this lighting on a beautiful glass cabinet display that you want to draw attention to. Learn more here about how to use a glass cabinet display effectively.
5. Put Your Best (Foot) Forward
Your window display, or any displays for that matter, will need to be where you display the best products that you have to offer. Recent studies suggest that a good display can increase your sales by more than 500%.
How to Choose your Best Products to Display:
– To create a display that is powerful, make it both organized and varied by using the ‘repeating elements’ design principle.
– Keep it simple and do not clutter the space.
– Update your display no less than one time every month.
6. Innovation is Key
Ensure your products are fresh and that your displays reflect this. Buyers only become repeat buyers if they find new products at the store. Also, try come up with fresh and innovative creative ideas.
The display that encourages buyers is one that feels new and exciting, leaving a memorable mark. Furthermore, try to create displays that help shoppers to recognize your brand.
7. Use Technology to your Advantage
There is no denying it; the market is shifting. Today, consumers are using technology; mobiles and apps, to control their shopping.
Recent research indicated that consumers are beginning to respond more to dynamic video and image stimulation. Where possible, it could be beneficial to employ to use of media in your displays.
This tip will encourage store and business owners to remain connected with their audience.
8. Keep it Clean
This last tip is one of the single most important ones. Keep your displays, and your overall store, clean and tidy. If you are using glass displays, ensure that they are crystal clear. Ensure that your merchandise and that the space itself is free of dirt, clutter, and anything that could distract your potential buyers.
And, as a final word, remember to learn from your mistakes, don’t be disheartened if certain displays don’t yield as positive results as initially expected. Be mindful to learn what your market responds more than other things and be present with your consumers. Visual merchandising and marketing are a principle of retail that is worth its fame. If you use it well, you can encourage your store or brands awareness.
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