5 Key Elements of a Successful Retail Display
By: Patti Biro
Posted: January 30, 2013, from the February 2013
issue of Skin Inc. magazine.
Creating a successful retail display is part art and part science. Not a designer or an artist? Few are. The five key elements of retail display will help you succeed like the pros.
In as few words as possible, identify the purpose of your retail display. Of course you want to sell more products-but first, get specific. Base your purpose on your target market and clients' needs. Do you have guests who travel for winter vacations? Travel sizes are an effective product choice.
You do not need to display all the items in your product line. Narrow your focus to a few relevant choices. Limit yourself to three or five products. Odd numbers are more appealing to the eyes. Be sure to include a variety of price points.
Also feature testers and samples. Products that allow interaction increase the opportunity for a sale because most clients will not buy what they cannot try.
Map out the location of your retail display. Dedicate your prime real estate-generally to the right of the entrance-to the featured display. Most clients will look and walk to the right when entering a room.
Don't forget to create displays in your treatment rooms, client bathroom and even hallways. A repeated product message and solution is more likely to be noticed.
The most effective displays use the 80/20 rule of design: No more than 20% of the display should be props. Let your retail products be the stars and more...