| Your shop shelves present customers with what | | | | country. Placing your new product to the right of |
| can often be a blinding mix of different products | | | | an established best-seller can result on people who |
| and prices - it's down to you to organise this | | | | have searched out this product following their |
| mess into a fluid layout that both leads the | | | | natural gaze over to your sales stand. |
| customer in and also highlights the lines you wish | | | | Persuasion & Assurance - Once you have |
| to push most. Point Of Sale and Free Standing | | | | got shopper's attention, you need to convert that |
| Displays can liven up your floorspace and focus | | | | into a sale. Research has indicated that you only |
| attention on high-profit items, but making the best | | | | have around 10 seconds for your product to |
| use of these graphical tools needs some thought | | | | make its impact before a shopper will move on. |
| and planning. | | | | Placing easily seen tags on the products with the |
| Appearance - Colours are a major factor in | | | | most useful or relevant information can help |
| making your display stand out from the rest of | | | | convert sales - for example, noting safety |
| your products. Finding ways to make the design | | | | certification or suitability for kids could instantly |
| contrast with the rest of your shelves is | | | | assure someone they are picking the right |
| important, and don't get carried away with | | | | product. Making everything as easy as possible for |
| complex artistic designs - your job is to direct | | | | your potential customer is the best way to get to |
| attention, not to impress. Size is not as big a | | | | a quick sale. You may also choose to employ |
| factor as you might thing, and stands can be | | | | special offers or discount stickers to keep |
| whatever size best fits the product and display | | | | attention on the stand and add leverage to the |
| area, with location being far more important. | | | | offer. |
| Location - Shoppers often use a scanning method | | | | Observe - Don't spend time setting up your |
| to view shelves, looking for familiar colours or | | | | displays and then just leave them be and hope |
| packaging formats. Placing your marketing displays | | | | for the best. Your sales records give you valuable |
| at eye level increases the chances of your | | | | information on how well your marketing displays |
| highlighted lines being seen during a visual sweep. | | | | work, and moving them around every month |
| In terms of placement within your shop, it makes | | | | could provide interesting feedback on what works |
| sense to place stands in the busiest areas, or | | | | best for different products and different target |
| places where you have captive audiences such as | | | | customers. Take details of your display |
| till queue areas. Be sure to tailor your stands to | | | | placements and dates, along with sales figures for |
| areas of the shop too, use common sense to | | | | those periods, and analyse them monthly for |
| decide which kind of shoppers are likely to be | | | | clues on how to optimise your setup. If you have |
| interested in which product. This can be especially | | | | the time and patience (or spare staff) to observe |
| useful with new niche products that people would | | | | security camera footage, you may be able to |
| not be aware of - think over your target | | | | pick up useful customer behaviour. |
| audience, decide what area of your shop those | | | | With contrasting colours that catch the eye, |
| shoppers will head towards, and place your stands | | | | relevant products with persuasive information and |
| there. | | | | your own customer behaviour analysis, you can |
| You should also give thought to where you place | | | | build a sales setup for your shop that leads |
| your stand in relation to the other products you | | | | customer to the products you want them to buy |
| sell. Shoppers tend to view shelves in the same | | | | and make the best use of your custom printed |
| direction that they read, from left to right in this | | | | display stands. |