Display Techniques

Understanding Display Techniques

  • Display techniques are employed in visual merchandising to present products in an effective way that entices customers and promotes sales.
  • To create impact and draw attention, visual merchandisers use a variety of display methods grouped under horizontal, vertical, high-style and coordinate displays.

Types of Display Techniques

Horizontal displays

  • In a horizontal display, merchandise is presented from left to right. Most customers in Western cultures instinctively look left-to-right, mimicking reading practices.
  • This method can be particularly useful in clothing stores, for instance, where a range of sizes for each garment can be arranged from smallest to largest.

Vertical displays

  • Vertical displays use the height of the retail space effectively and display products from top to bottom.
  • Typically, best-selling or impulse purchase items are displayed at eye level while basic and high-demand items can be placed on lower or higher shelves.
  • It’s important to remember that products on both higher and lower displays may be harder for customers to see and reach, which can impact sales.

High-style displays

  • High-style displays are often used for showcasing high-end or luxury products.
  • This display technique uses fewer items and focuses on presenting them as aspirational, appealing to the customer’s desire for exclusivity and quality.

Coordinate displays

  • Coordinate displays present related products together. For instance, an outfit ensemble in a clothing store or a dinner set in a homeware shop.
  • The goal is to encourage customers to purchase multiple items from a range that coordinate or complement each other.

Benefits of Display Techniques

  • Strong display techniques can increase sales by showcasing products to their best advantage and by stimulating impulse purchases.
  • They can also strenghten brand identity by creating consistent and recognisable displays that align with the company’s image and values.
  • Utilising effective display techniques can keep customers engaged, enhance their shopping experience and increase their brand loyalty.

Challenges with Display Techniques

  • The main challenges with display techniques include limitations of physical space, the costs associated with developing and updating displays, maintaining relevance with changing customer tastes and trends, and ensuring that all displays are accessible and appeal to the target demographic.

Implementing Display Techniques

  • Using a variety of display techniques throughout a retail space can create a dynamic, appealing environment that encourages customers to explore.
  • It’s crucial to regularly update displays to keep them fresh and intereseting, and to introduce new products or highlight seasonal offerings.
  • Good display techniques consider the customer journey through the store, strategically placing products and using signage to guide and inform.
  • An effective display technique includes clear pricing and product information, allowing customers to make informed purchasing decisions.

Remember, the goal of display techniques is to capture the customer’s attention and lead them towards making a purchase by creating a visually enjoyable and engaging shopping experience.