We’ve all seen them, displays of products that just look cool and make us want to buy. When I worked in a sports store in Sydney many years ago, our manager, Chris, paid a substantial amount of money on a regular basis, to have a professional window dresser build amazing displays, long before this was commonplace. We were one of the busiest sports stores in the group. Looks like Chris was well ahead of his time.
The research now proves why imaginative and innovative displays just sell more. A recent research project by Monash University, QUT and Capital University in China, found that imaginative displays had a huge impact on whether customers purchased or not. Two examples highlight the value of investing in this. In both cases, sales from both standard and imaginative displays were compared:
• A grocery store saw a 53% increase on ROI from tissue sales
• In a confectionary store, customers were 48% more likely to purchase
Additionally, energy drinks in a display shaped like a tank increased the purchase intention of customers.
A number of retailers do invest heavily in ensuring their displays are imaginative, which I think has now become critical if we want to entice customers back into stores. Customer need to be wowed, not only by the service but the look and feel of the store. Amazing displays will help to do this as well as encourage customers to buy more.
Anyone who has witnessed the Myer Christmas window is further evidence for why this is a must for all retailers wanting to attract customers back into their stores. The crowds of people, especially kids who line up every year is amazing and is something that I’m sure Myer will want to continue.
Roger Simpson – CEO, The Retail Solution and Author of “The Ultimate Retail Sales Experience” With over 35 years’ industry experience, Roger Simpson is recognized as Australia’s #1 Authority on customer ROI in the retail industry and as a global expert on staff coaching, customer service, and selling skills.
