Display to Dollars - Amuse, Don't
Confuse - Part 2
By Linda McKendry of VMP Consulting Ltd.
The mind’s eye is like a fly, looking for a place to land. A confused mind
does nothing. If your prospective buyers are seeing “visual chaos” because
products aren’t displayed in an organized manner, then they become
confused...and will do nothing. It’s up to you as the merchant or sales
person to be in control of what the customer is going to see and how, when,
why and where they will see it.
In Part 1 of this article (visit Articles/Marketing in www.risingwomen.com),
I discussed “Light ‘n Height” or “Rise ‘n Shine” because no matter how the
product is displayed, if the customer can’t see it or reach it comfortably,
then sales are reduced. Once the fixtures, shelves, platforms, risers,
counters, etc., are in place to hold 80 percent of your products at “buy
level” the next question is, “How do I arrange the products?”
In grocery, pharmacy and department stores, everything is departmentalised
and categorized. This is done through the layout and arrangement of
appropriate fixtures and signs that affect traffic flow and shopper’s
convenience. Large stores have in-store merchandising teams who make
“plan-o-grams” with suppliers. Other than open spaces reserved for specials
or seasonal items, everything has a place and stays there!
Small business owners and direct marketing sales associates sell more items
based on impulse, emotional response or product knowledge education. They
typically have limited space and resources of time, money, energy and
expertise. To show a lot of items in a very small space effectively “Group
‘n Space” based on colour, pattern and style (CPS).
Every item has a colour, a pattern and a style (or shape or size). Colour is
the number one influencing factor. Companies spend millions of dollars on
packaging so that visual impact will create emotional response and entice a
buyer; first to attract attention and then to inform, direct or promote the
product with labelling details.
I recently created a colds and flu remedies display for Shoppers Drug Mart.
I only selected items packaged with green and yellow. I used artificial
lemons and limes as props and had Teddy bears (from their gift section)
sitting on green and yellow facial tissue boxes to add a whimsical touch to
say, “comfort!” The message was, “If you have a bad cold or flu and have to
be home in bed with your teddy bear, then these are the remedies from
Shoppers Drug Mart that will make you feel better.” I tested the reactions.
Everyone stopped and looked, smiled and got the message! They pointed to it
and I’m sure talked about it so others would come by and look! It was all
based on CPS.
Cross merchandising is easy with products that have the same CPS. Props are
best chosen based on their colour and the message they send to buyers. The
Teddy bear was the “product for a prop” that kept the message from being too
depressing!
It’s easy. Just sort and separate items based on CPS. Pick a space at “buy
level” in which to “Define ‘n Confine” the products to a single theme or
story per grouping. Place the largest items first and then surround them
with the smaller ones. Tall to the back. Short to the front. Overlap
slightly to save space and visually connect related merchandise. If the
products are all the same CPS, size and shape, use risers, like acrylic
stands, to build displays, up and down, and in and out. This stops the
shopper’s eye longer on each group.
In direct selling, take home parties for example, don’t be shy. Kitchen or
dining room tables or consoles and counters on which to create your little
“point-of-purchase” groups are at their best at “buy level”. Pick the place
with the best lighting, take along supplementary lighting, or ask the
hostess if you can use a lamp at the event. Create separate little “groups”
of product displays and visually connect them all with a single drop cloth
for a unified background.
If your customer reaches over and takes something to view it closer, or to
read the label, or to test the fragrance for example, that’s okay! The point
isn’t to keep putting it back in the perfect spot. The point is that you
have created the perfect placement for a perfect first impression!
If in doubt, leave it out. If a single item doesn’t work with any of the
other groups’ CPS, give it its own space/place. Don’t let one item compete
visually, upstage or distract from the others.
If you are really lacking in space and can’t leave room between groups, then
organize the products so that you have a neutral or compatible CPS between
two groups that might otherwise compete with each other for attention or
“clash”. One of my colour rules is: “If you can’t match exactly, then
contrast.” Understand that when colours are slightly off that particular
label/product will make the other look dingy, dusty or dirty. The item that
separates these should either contrast with both of them or be a neutral.
Caution: Never have more props than product. This also confuses the
customer. A prop should “point to the product” and enhance some features, or
CPS. Props should always be for sale, even if the price is ridiculous
because of what it would cost you to replace it. If more people are more
“keen” about the prop than your products, get rid of it! Make the products
the stars of the show! Everything else is just “background” or staging to
make them look better. Amuse, don’t confuse!
Linda McKendry, of VMP Consulting Ltd. is a Visual Merchandising
Presentation Consultant & author. She specializes in consulting, instructing
& public speaking on the Science & Art of Merchandise & Display. Contact
Linda at 403.256.6890 or visit
www.todaysdisplays.com |
