In the world of food retail, competition is fierce. With an increasing number of options available to consumers, it has become crucial for retailers to find effective strategies to drive sales and stand out from the crowd. One strategy that has proven to be highly successful is the use of in-store displays. These visually appealing and strategically placed displays play a significant role in capturing customer attention, influencing purchasing decisions, and ultimately boosting sales.
Visual appeal
In-store displays are designed to catch the eye of shoppers and create a visually appealing shopping environment. This can be achieved by utilizing tools such as attractive colors, innovative designs, enticing product arrangements, or calls-to-action to grab the attention of customers, increase product awareness or education, and build baskets. Not only can displays be used to incentivize purchase with sale items, but they can also be used to intercept shoppers in strategic locations to influence behavior. For example, vibrant fruit and vegetable displays can evoke freshness and encourage customers to add healthy choices to their basket. Eye-catching displays of gourmet cheeses or desserts can tempt customers to indulge in these premium products. The visual appeal of these displays not only enhances the overall shopping experience but also encourages impulse purchases, thereby driving sales.
Vibrant Produce Displays at The Turnip Truck
Promoting New Products and Seasonal Offerings
In-store displays provide an excellent platform to showcase new products and seasonal offerings. By placing these items in prominent locations (e.g., near the entrance or at the end of aisles), retailers can generate curiosity and entice customers to try something new. For instance, during the holiday season, consider special displays featuring festive treats and beverages, creating a sense of excitement and encouraging customers to make additional purchases. These displays serve as effective marketing tools, helping to increase awareness and drive sales for specific products.
St. Patrick's Day Display at Nature's Market
Higher-end and specialty products
Sometimes, shoppers need more information before they commit to purchasing an unfamiliar or higher-priced item. The real estate in visual displays can be used to educate customers on the product(s) and their benefits, reducing barriers to trial.
Solution sets and the basket
In-store displays can be strategically used to promote cross-selling and upselling opportunities. By placing complementary products together, retailers can encourage customers to purchase additional items. For example, salsa and tortilla chips side by side can prompt customers to buy both products for a complete snacking experience. Similarly, featuring a display of wine glasses near the wine section can prompt customers to consider purchasing them along with their chosen bottle of wine. These displays not only increase the average transaction value but also enhance customer satisfaction by offering convenient and complementary options.
Cross-merchandising Display at Edson Farms
FOMO on a BOGO
Displays can also be used as a reminder to "buy now." Through the years shoppers have been trained to know that displays are used to call out temporary solutions and sales. In-store displays often infer the principle of scarcity and create a sense of urgency among customers. Limited time offers, exclusive deals, or seasonal promotions displayed prominently can motivate customers to make immediate purchases. If this is the case, communicating "buy one, get one free" offers or messages can effectively boost sales by encouraging prompt decision-making or stocking up. These also offer a reward to shoppers who are value seekers and enjoy the thrill of finding a deal.
Leveraging and reinforcing your brand
While in-store displays play a vital role in building and enhancing brand awareness, they can also be used as a vehicle to reinforce the store’s brand image, values, and messaging. If your business’ tone is playful and irreverent, consider headlines that match that tone. Ensure that products selected for displays align with your mission. Consistent branding across various displays helps create a cohesive and memorable shopping experience. For instance, a display featuring organic and sustainable products aligns with a retailer's commitment to promoting healthy and environmentally friendly choices. By establishing a strong brand presence through displays, retailers can also cultivate loyalty among customers.
Custom visual displays in high-traffic areas should promote products, provide solutions, and help customers make buying decisions. Displays are often used to increase sales for:
- New products: Visual displays can highlight new items and promote their product features.
- Seasonal items: Consider seasonality for displays that will resonate with shoppers (e.g., pumpkins in the fall or poinsettias in the winter) to help sell more seasonal goods.
- Specialty products: Drive awareness and education of specialty or higher-priced items by inviting shoppers to learn more.
- Complementary goods: Use displays to place affinity products together that aren’t always near each other or to create solutions (e.g., family meals) that create cross-sell and up-sell opportunities while also delivering the inspiration or convenience that many shoppers appreciate.
- Promotional items and LTOs: Disruptive displays place sale items and limited-time offers in a prime location for impulse buying.
If you're interested in strengthening your store's brand image and marketing, consider setting up a meeting with INFRA's team of marketing specialists.
Yes, they work
A 2022 study, “Impact of different types of in-store displays on consumer purchase behavior,” in the Journal of Retailing found that all types of displays had a positive impact on driving revenue. It also noted that front endcap displays demonstrated the greatest influence on category purchase, while shelf displays significantly impacted consumer brand choice. However, the study further acknowledged the synergistic role of price and discounts in amplifying the effects of displays on consumer behavior.
In addition, survey data from Statista.com have provided the following points supporting the need and efficacy of in-store displays.
- In 2020, consumers made 82% of retail purchases in a physical store.
- In one study, 69% of shoppers reported seeing in-store displays, which was attributed to an increase in sales.
- In the U.S., CPG merchandising executives reported a perceived increase in sales from both from permanent displays (19%) and temporary displays (23.8%).
Conclusion
In-store displays serve as powerful tools for retailers to drive sales, capture customer attention, and create a memorable shopping experience. By leveraging visual appeal, promoting new products, facilitating cross-selling and upselling, enhancing brand awareness, and creating a sense of urgency, retailers can effectively influence customers' purchasing decisions and increase sales. In an increasingly competitive market, the strategic use of in-store displays has become essential for retailers aiming to stay ahead of the curve and maximize their revenue potential.
Now what?
Looking for new ways to bring a display into your store? Check out the INFRA Earth Month campaign happening this April. Details are available here and on the MOA.
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