Although more people are shopping online, many still go to stores. Retail therapy is not limited to online shopping. Some people prefer walking from store to store and seeing products on display. Many people enter stores they’ve never been to because the endcap display installation drew their attention.
Brands and retail stores understand that endcap displays play a crucial role in marketing and sales, so they ensure they serve their purpose. Here are some qualities of a good endcap display.
It Should Be Eye Catching
Put yourself in the customer’s shoes. When walking past a store, do you notice the endcap display installation? If you simply walk by it without giving it a second look, customers are likely to feel the same way about the display.
When preparing endcap displays, use the following elements optimally.
- The vertical structure.
- Colour.
- Messaging.
- Lighting.
- Brand customisation.
Products Are Within Easy Reach
Easy access easily translates to swift purchase. People of different heights walk into stores daily, and most don’t want to struggle to reach a product or ask for assistance because they can’t get the product. Most customers will only go out of their way because they badly want the product, others will walk away if they feel inconvenienced.
Educational
A good endcap display installation is not all about enticing customers. You can also take advantage of this rare opportunity to educate potential customers about the product’s benefits, especially if it is new.
You don’t need to use too much text. Always assume your potential customers have very little time to spend on the endcap display installation. Informative graphics with key information is enough to get customers to buy the products.
When coming up with an infographic or illustration, the question you seek to answer is, “What is the bottom line?” You want an informative, attractive endcap display installation without being too distractive.
Stocked Without Clutter
Customers are usually attracted to a well-stocked isle, the endcap displays inclusive. So, the rule is to keep the display stocked at all times. This is why brands have a dedicated staff to ensure customers always find the display stocked. However, brands should not display too many products in a small space.
Organised for Easy Shopping
If your endcap display installation has a range of products, the endcap displays should make shopping easy and enjoyable. For example, if you’re displaying a range of skin care products, which customers are you targeting?
Some customers love the allure of colour, while others prefer categories according to usage. Finding a balance between the different types of customers is critical in endcap display.
Customers only have a few minutes to spare on an endcap installation. What can you do to make these few minutes worthwhile?
This is an important question that brands must ask themselves when preparing an endcap display installation. Sometimes a customer walking to the display and reading the products is a sign that you have done it right. However, if the display translates to sales, it is a win for the retail store and brand.