Adding the ‘Wow Factor’ to Retail Displays
Some of the biggest Australian retailers rely on local display, printing and finishing company, Display Power for their innovative shop display solutions. In fact the company boasts a list of clients that reads like the who’s who of leading Australian businesses, including Sheridan, Speedo, Billabong and Rip Curl, to name but a few. Recognised for their award-winning designs, outstanding customer service and print quality, Display Power can help retailers attract a specific target market through the doors with vibrant, accurate digital printing designed to show off a product range in the best possible light and hence encourage them to buy.
New and exciting innovations within the industry have seen Display Power further improve their service offering to retailers with the introduction of the Computerised Profile Cutting Machine. Launched this month, the state-of-art machine enables profile cutting of a variety of point of purchase merchandising displays, the shapes and sizes of which are limited only by the imagination. “Profile cutting of this nature was previously done by hand meaning the process was more labour intensive and much of it needed to be outsourced,” commented Display Power’s managing director, John Knight. “The new profile cutting machine allows us to produce everything onsite, thus allowing us to control time schedules. Furthermore, the new technology enables us to cost effectively produce short runs of products, making it more available to smaller retailers.”
For those of us who are shoppers rather than retailers, it’s interesting to understand why we sometimes come home with an item from the shops that we had no intention of buying. What possesses us to seemingly lose all concept of rationality and buy that thing that just screamed, ‘buy me’? Well, it’s largely to do with point of sale merchandising.
Next time you venture to your local shopping centre, look out for the following well-used, clever merchandising methods:
Eye-catching props that direct your eye to the products the store wants you to buy
In summer you’ll typically find this done with loads of colour, vibrancy and summertime, holiday inspired imagery and key words. It’s all about capturing the attention of the target audience for the product. Obviously what will engage a teenager will differ to what will appeal to the 30 and 40 something mums and dads.
Eye-level is buy level’
Good store merchandisers will ensure that the products they want you to look at are at eye level and at an acceptable height for you to reach (and take to the till). An item placed at floor level on the other hand signals that it is lower priced. Storeowners are aware that merchandising at floor level significantly devalues a product, even if the product is top quality and being sold at a top dollar price. In the world of marketing, perception is king.
There is a science in the use of colour
Ever noticed that many fast food outlets use vivid oranges and reds in their marketing? Many studies have shown that these colours encourage us to eat quickly and leave. The colour blue on the other hand is widely used in the banking and financial sectors as it signifies reliability and trust.
So next time you’re out shopping, take a moment to observe which stores follow these trends well and perhaps ask yourself the question before heading for the cash register – are you buying it for the right reasons? If you’re a retailer and are interested in finding out how Display Power can help you more effectively attract your target market head to the website at www.displaypower.com.au
