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Creating Focal Points in Your Retail Display
Retail business owners and managers are always looking for the best possible means to promote items in their stores. But it is not enough to simply place the items into the retail display. Retail store owners need to create attractive looking displays that garner attention. By getting the customer’s attention, they will be more likely to linger, shop longer and buy more items. Focal Points Help Your Customers A key factor in creating an attractive retail display is to create a focal point.
Having a focal point is a place that people’s eyes will immediately focus on when they first look at the display. Do not worry, a fancy degree in Marketing or understand lots of unusual terms is not required to create a great looking display that works. It is far more important to use some general common sense to help you find an ideal focal point. “But I want customers to notice everything. Not just one area or a focal point!” Some retail store owners and managers may argue. It is completely understandable that you want customers to notice everything. By creating an attractive display you will take the most important step of all, getting their attention. Thereafter, the customer’s eyes will wander and eventually notice each and every item in the retail display.
Think of the focal point as a well-dressed woman’s favorite accessory. If a well-dressed woman wears a colorful scarf around her neck and you notice this first, this is her focal point. Then you might notice her attractive loafers or her lovely earrings. Your retail display needs to be created with the same careful thought and attention to detail. Products May Be Different: Focal Points Are the Same Every retail store is different, with different types of products. A great way to create a focal point is to think of several factors: what product do customers look for frequently and what product is priced to render a sufficient premium for your store? If you are an auto parts store, and you sell a lot of windshield wipers, then this could be a nice focal point for your display. You would simply add other items of relevance around the focal point in the display. Many retail store owners may wonder exactly where the focal point is located. They think it is some sort of magical location that they will never find. Fortunately it is a lot easier than you may think. There are essentially two primary focal points to consider. The first is a focal point from outside the store which attracts the customers attention, to pique their interest and gain their presence within your establishment. What you are looking for is the customer’s comfortable eye level.
Walk around your store and notice what part of your retail displays your eye catches first. To help you re-arrange your displays gently put a little sticker on the area where your eye hits. Make sure you can easily pull the sticker off; you are just marking the area so you will know where it is while you are working. Now that you have obtained this focal point, be certain to give your best selling items front and center placement. Use signs to help convey your message about pricing and sales. Once the customers have entered your store it is very important to develop a focal point in your retail display. There are many ways to do this, and it is fair to say that there is no wrong answer. You must experiment to learn, for your specific product line, what works and what needs further adjustment. One of the most common methods of creating a focal point in your retail display is using riser pads, or varying levels of dimension.
Most regularly the item in the center or an item which is closest to you will be your focal point. Another popular method of creating a powerful focal point in your display case is the utilization of lights. Combine this with risers to create a stunning visual effect. You can create a “glowing” effect by lighting a product from below, or a “spot light” effect, by shining a direct beam from above. Creating a focal point will easily help your customers shop comfortably in your store. You will notice a subtle difference in sales rather quickly. Customers may even remark how much easier it is to find items in your store.
About the Author
Joseph Nelson helps restaurant owners and retailers make and an impact with food display cases and retail store fixtures. Visit Achieve Display at http://www.AchieveDisplay.com and see a business dedicated to service, integrity, and reliability.
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