How fast do you walk? I suppose the answer to that depends on your destination – are you casually window shopping and perusing what stores have to keep in mind for later? Or are you walking at a fast pace to quickly get somewhere? What are you noticing as you walk by? Regardless of a customer’s speed, the average glance lasts 3 seconds and that is all you get to catch attention and bring customers into your business.
Everyone is a consumer at some point, and all final shopping decisions are made while the customer is in the store. A clear visual representation is everything.
Know your brand and know your customers. Lets say for example, a working mother is in a mall shopping for herself, but she walks by a certain window display featuring a baseball field scenario. The images will now spark her memory and she will remember her 10 year old son needs a new baseball mitt for his upcoming little league season. If that display had not been in the front of your store, she would not have entered.
Now, think of where in the store you would place this mitt. Would it be by the checkout counter? No. Place the mitts/bats/clothing/etc. somewhere near the back of your store. This way the customer now has to walk through other items before getting to what she came in for. Perhaps while this mother is buying a catcher’s mitt, she also thinks to herself her son could use new protective pads, or a hat, as well, because they’re right next to the mitts.
It doesn’t end there either. As the customer is walking to the front of the store to purchase these items, place the impulse buys within arm’s reach while they wait. Socks, mouth guards, sweat bands can all be last minute additions to a customer’s purchase.
All because you had a creative, eye catching, POP display in your store’s window front that triggered a woman’s memory regarding things her son needed, you have now made a rather hefty sale. You have maximized your appearance and maximized your sales all in that 3 second glance.
Tags: attention, creative, display, merchandising, POP, POP Display, product marketing, retail display, Sales
