Why is it important to display goods in an inspiring way at the sales area? It’s not possible to increase sales with only a good display as it can't substitute customer service nor make the range of goods better. If a taciturn salesperson doesn’t introduce a product, a good display won’t help either. However, a proper display will provide the basis for creating a pleasant sales environment. It also helps salespersons to improve the presentation of products and helps a company to manage its sales. The sales environment introduces the general values of a shop or a brand that are important for differentiation and finding customers.
1. Group different products on display
Today no customers come to a shop to pick up something specific, they come to look for something new, something surprising. The aim of retail trade is to sell lifestyle, not things. We can create a proper display by grouping products and having a good presentation. Group products by themes or colours. If the products belong to a specific collection, keep them together also in the sales area. In this way, it’s easier to sell more. One of the most important displays of the year are Christmas displays. Think early on how to present your products. Group the products that can be used together or given as presents and place them in an inspiring way to give your customer new and fresh ideas. If you wish to sell Christmas cups, do not just place them next to each other. Instead, try to create a cosy Christmas atmosphere by adding candles and tea boxes that are available for sale to the cups. Use higher shelves, e.g. festive trays, to present those products and use Christmas elements. Also keep in mind that your display should not look too colourful and there should be enough products. Holidays and seasons last for a long time and promotional shelves empty quickly. Thus, your displays should always look new and fresh. If you’re starting to run out of products, think of alternatives and replace such products with new ones.
2. Do not display the products for which a customer came to your shop, display the products that the customer desires
Do not display cheap basic products when you can display expensive luxury products that everyone desires. A good display can change what a customer purchases. A simple need doesn’t mean that a customer won’t buy an expensive product.
3. Display new products near the entrance
Place new and the most valuable products near the entrance so that passer-by customers would see what are your new and interesting arrivals. Products displayed in front of the entrance should always be in perfect order. There should be enough products and they should ideally be displayed at various levels. Lighting plays a very important role - direct lights to new goods and draw attention to them by creating eye-catching points. Every time you change your display, use the spotlight accordingly.
4. Change the location of products in your shop
In case of having new goods, change the location of your products - newer collection to the front and older collection to the back of the shop. Always start from the beginning and create the whole composition all over again, don't place new items to an older display. In this way, you will renew your display and show other products that might not have been noticed before.
5. Communication is important
Use a few well-phrased messages in your shop. By doing this, you let customers know about a product’s features, its price and branding. Messages should be short, clear and visible. It is recommended to use always a certain style and font that emphasises your company’s branding.
6. Keep an eye on weekly product sales and inventories
By doing this you will have an overview of bestsellers and can quickly order additional products that are running out. For displays use large-quantity products that sell, individual items create an empty impression of a display and a shop. If you have something on display that doesn’t sell, replace it and find a new location for the product. Analyse sales and change your displays.
7. Provide your salespersons with display-related trainings
It is crucial for your salespersons to know why and how to display. To create good displays a good eye is needed. However, creating a composition can be learnt and developed by gaining experience. It would be good to have manuals on displays for salespersons in each shop and a possibility to provide salespersons with display-related trainings, to teach them to analyse displays and increase sales by doing so.