{"id":14963,"date":"2025-03-22T03:54:09","date_gmt":"2025-03-22T03:54:09","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/how-to-move-shoppers-toward-your-displays\/"},"modified":"2025-03-22T03:54:09","modified_gmt":"2025-03-22T03:54:09","slug":"how-to-move-shoppers-toward-your-displays","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/how-to-move-shoppers-toward-your-displays\/","title":{"rendered":"How to Move Shoppers Toward Your Displays"},"content":{"rendered":"

\"Retail<\/a><\/p>
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Almost 35 years ago, at the start of our Retail
\nAdventures together, we began taking photos of the giant characters we\u2019d find
\noutside of stores. Dinosaurs, Paul Bunyans, elephants \u2013 we\u2019ve seen it all. Some
\nof those big guys still exist and have become beloved. And pure camp. Today,
\nthey have morphed into attention-grabbers avant-garde retailers house center
\nstage on their sales floors in an attempt to build foot traffic. It’s cool, but
\nhow many times do you need to see a big, permanent display before it gets old?<\/span> <\/span><\/span><\/p>\n

Shoppers prefer stores that offer
\nsomething new each time they visit. The merchandise may be the same but the
\ndisplays change. We can\u2019t lose sight that the purpose of visual merchandising
\nis to attract shoppers; catch their eye and move them toward product. Good display
\ntechniques make that happen. Let\u2019s take a look at some good examples:<\/span><\/span><\/p>\n

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Research shows that 85% of
\nconsumers buy based on color \u2013 that\u2019s a sizable number of shoppers. No wonder
\nretailers repeatedly turn to color to build eye-catching displays. <\/span><\/p>\n

This candle display at Bath and
\nBody Works is a perfect example of how to best use color. In this case, Color
\nRibboning is the technique used so the colors are set in vertical slices. (When
\nthe colors are set in horizontal rows the technique is called Color Blocking.)
\nThe vibrant colors attract attention, creating a focal point that draws
\nshoppers to the display. The vertical line encourages shoppers to look up and
\ndown at the display, as well as forward.<\/span>  <\/span><\/p>\n

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The bags and accessories inside
\nthis MCM store at Caesars Forumn Shops are colorful on their own, but you can\u2019t miss this window. The bright
\nred hearts function as a frame, drawing shoppers closer to the window, and
\nultimately into the store. The heart motif continues on the far right power
\nwall, and on the pedestals used as speed bump fixtures. These hearts are vinyl
\nbut could easily be recreated in your windows with paint.<\/span><\/p>\n

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Ralph Lauren loves a pop of color, but this window puts other techniques to work as well. Note the
\nplatform to elevate the display and to keep it safe from unruly shoppers.<\/span> <\/span><\/span><\/p>\n

The three mannequins form a sight
\nline that draws the eye up. Called the Pyramid Principle, this technique involves
\nplacing a tall item in the center of the display, flanking it with slightly
\nshorter items on each side. Shoppers unconsciously seek the tallest item before
\nscanning the smaller items and the rest of the display.<\/span> <\/span><\/p>\n

The number three is important because the human brain is wired to seek out the asymmetrical. That\u2019s why we are drawn to
\ndisplays that feature products grouped in odd numbers, especially in groups of
\nthree. These odd numbered groupings force the eye to move around, causing the
\nshopper to see more of the items on display.<\/span><\/p>\n

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The semi-circle wall fixture in
\nthis newly remodeled Barnes & Noble Booksellers store features a display
\ntechnique called a \u201chug.\u201d Rounded shapes can make us think of community,
\nfriendship and protection. No wonder we are drawn to them. You may not be able
\nto add a curve to your wall fixtures, but you can place round tables on your
\nsales floor.<\/span> <\/span><\/p>\n

Barnes & Noble also uses a lot
\nof simple speed bump tables like the one in this photo to feature books and
\ngifts. Note the signs used on the table and on the wall. Signs are a powerful,
\nyet underutilized, marketing tool that can directly influence purchase
\ndecisions. If more than 70% of those decisions happen on your sales floor then your
\ndisplays should always be properly signed.<\/span><\/p>\n

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Here’s an idea to steal from another
\nbookseller. The Strand Bookstore at LaGuardia Airport uses tall shelving to
\nattract attention. Actual books are only merchandised to a height most people can
\nreach; the top shelves house books covered in colorful paper. This creates the
\nillusion of a larger inventory and fills the empty space between the fixtures
\nand the ceiling. <\/span><\/p>\n

What\u2019s happening on the top of your
\nshelving units? Are samples placed randomly and sporadically? Is the space used
\nto store excess inventory? Is it cluttered with stuff that has no other home on
\nyour sales floor? Be objective and think about the impression that makes on
\nshoppers. And think about what you could do instead to make those areas a more
\ncohesive part of your sales floor.<\/span>  <\/p>\n

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Banana Republic recently added art
\nand home furnishings to its merchandise mix with a new division called BR Home.
\nThis store in New York\u2019s SoHo neighborhood mixes home d\u00e9cor and ready to wear
\nin the same location. The different room settings give shoppers ideas to recreate
\nthe look in their own spaces. The art in the center acts as a pyramid to draw
\nthe eye up, encouraging shoppers to take in the entire room at a glance. <\/span><\/p>\n

\n

This concept serves as an example
\nthat you are not confined to only selling your core categories. Branch out by
\nincorporating merchandise you do not currently carry that shoppers will enjoy and
\nthat makes sense for what you already stock. Higher end tote bags to carry art
\nand craft supplies could be a good place to start.<\/span><\/p>\n

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House of Charlemagne, in our
\ncorporate home of St. Charles, Illinois, is a store brimming with unusual finds.
\nIt\u2019s an eclectic mix of new, vintage, and lovingly restored furniture. There
\nare no rules for merchandising in this store, if it works good together then
\nits good to go. You might find a reproduction of Vermeer\u2019s Girl with a Pearl
\nEarring blowing a big pink bubble hanging over an elegant (we bought it) repurposed buffet,
\nor sweatshirts that read \u201cSt. Chuck\u201d (bought those, too!) hanging beside gorgeous handbags. It\u2019s
\nfun and that\u2019s the point. <\/span><\/p>\n

Everything in this photo works
\nbecause the displays in the House of Charlemagne tell carefully curated
\nstories. And that\u2019s important. It\u2019s easy to take a shipment from a vendor and
\nslot it into a space on the floor, but it makes more sense to cross merchandise
\nthat product with relatable items to increase your average sale. Your displays
\n\u2013 especially merchandise housed on speed bumps \u2013 should be curated to entice
\nshoppers to spend more time looking while encouraging them to buy more.<\/span><\/p>\n

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You would think that this is a
\nnicely appointed furniture store but you would be wrong. It\u2019s a grocery store
\nand this display is about 25\u2019 from the produce department. <\/span><\/p>\n

Sendik\u2019s Food Market in Oconomowoc,
\nWisconsin isn\u2019t your usual supermarket, and the merchandise mix and visual
\nmerchandising isn\u2019t what you\u2019d expect to find either. Sure, there are aisles
\nand aisles of canned and packaged goods, but there is also a beautiful floral
\ndepartment, a giant machine that bakes bread on the sales floor, and a cheese
\ndepartment that is out of this world. You can also pick up furniture, home
\nd\u00e9cor and clothing while you are there. <\/span><\/p>\n

Sendik\u2019s also curates its
\nassortments. Here the couch, rug, pillows and throws are all expertly
\ncoordinated \u2013 it\u2019s an instant room setting if that\u2019s what you are looking for.
\nKnow who else does that well? Ikea. Try leaving Ikea with just one item. It\u2019s
\nimpossible. You can\u2019t do it at Sendik\u2019s either.<\/span> <\/p>\n

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 This apparel and accessories wall
\nis also at Sendik\u2019s Food Market. The fixtures aren\u2019t fancy, just functional, making
\nthe merchandise the star. The shelves are set at different heights to keep it
\ninteresting. Risers are used so no space is wasted, and wire purse organizers
\nare in place to keep order. The display also cross merchandises d\u00e9cor pieces
\nand florals. Even the hangers are top drawer. Bottom line? This is a well
\nthought out display.<\/span><\/p>\n

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We attended the grand
\nopening of Radio Flyer\u2019s first ever brick and mortar store in late 2023. The 107 year old,
\nChicago-based and family-owned company has created a store that lives up to its
\nlegacy.<\/span> <\/span><\/p>\n<\/p>\n

Visitors to the store located at Woodfield
\nMall in Schaumburg, Illinois will find the complete Radio Flyer catalog, plus a
\nbit of the unexpected. The store has a Flyer bike shop, a service center, and
\ntest tracks so shoppers can try before they buy. The store is well-signed and
\nmost items are placed within reach. The display above makes effective use of
\nthe fixture, filling the top spaces with gift ideas and informational signing.
\nThe speed bump features flexible stacking tables that can be configured to
\nwhatever is displayed there. The d\u00e9cor pops in stark white and bright red, the
\nbrand\u2019s signature colors. <\/span><\/p>\n

How you display product on your
\nsales floor is just as important as your assortment. And sometimes even more
\nso. If you want to move shoppers toward your displays focus on curation of
\nproduct, technique and signage; a combination that is sure to capture the
\nattention of impulsive buyers. Do that and you\u2019re golden!<\/span> <\/p>\n

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COPYRIGHT
\nKIZER & BENDER ALL RIGHTS RESERVED | Retail Adventures Blog<\/span><\/p>\n


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\"Retail<\/a><\/p>
<\/p>\n","protected":false},"excerpt":{"rendered":"

  Almost 35 years ago, at the start of our Retail Adventures together, we began taking photos of the giant characters we\u2019d find outside of […]<\/p>\n","protected":false},"author":1,"featured_media":14964,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-14963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/14963","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/comments?post=14963"}],"version-history":[{"count":0,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/14963\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media\/14964"}],"wp:attachment":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media?parent=14963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/categories?post=14963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/tags?post=14963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}