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Keep it Simple Sells
Customers have only just walked into store and are not ready for complex messages.
To make power display work they need one story. This may be a one-product display or alternatively a one-story display.
The key is it must be a simple message for customer to understand at this location. Remember, power display must be topical. I would advise changing display based on average number of visits a customer makes to store e.g. if average consumer visits store 12 times a year, then change displays 12 times a year in power location.
Build and Spoil
If customers compliment you on your great displays, it may mean they are not working. The key is to build a display and then make it look as if it has already been shopped by taking one product away. A spoilt display gives consumers confidence to shop display, an unspoilt display may stay that way for longer than you want.
All displays must have signs. In a future article I will discuss signage in some depth, but remember a display without a sign is not a display; you have not finished job.
If You Cannot Measure it, You Cannot Manage it!
All displays should be measured for their performance. If a display is not working, it is because it is wrong product in wrong place at wrong time and only thing to do is change display. I would recommend someone be appointed to manage displays, as they are so important to success of business.
If you are not involved in power displays, now is time, before someone else grabs power position.
Power Display Tips
•Locate 4 steps into store
•Make them circular
•Make them conical
•Dummy up base
•Don’t forget sign
•Keep it simple
John Stanley is a conference speaker and retail consultant with over 20 years experience in 15 countries. John works with pet retailers around the world assisting them with their merchandising, staff and management training, customer flow, customer service and image. Visit www.johnstanley.cc or email us on firstname.lastname@example.org.