How to build a successful in-store display
Building a great in-store display can help a promotion or new range fly. Priyanka Jethwa speaks to store owners and suppliers to get their top advice
Raj Kaur, Newhouse Mini Market, Ayrshire
Putting together seasonal displays for events like Christmas and Easter helps increase footfall. It’s important to place them right at the front, and then highlight them across the store using shelf talkers. We have a dedicated seasonal bay in-store where we display our seasonal hampers.
Ian Lewis, Spar Minster Lovell, Oxon
Availability is key when putting together a great display. You have to make sure your bays are always full and that the prices are visible. To do so, we always take advantage of pre-sales and ensure we have enough stock to get us through the promotional period.
Carole Birnie, Corfe Castle Village Stores, Dorset
Be as creative as possible with your displays to help them stand out against others. As our store isn’t big, space is valuable. We invested in a hanging cigarette gantry behind the till to help free up space to store alcohol. The gantry definitely stands out as it’s something different to what shoppers are used to seeing.
Nainesh Shah, Mayhew News, London
As a specialist magazines store in an affluent area, we have to make sure we stand out. We do this by hanging large magazine posters outside the store to attract shoppers. It’s also worth investing in a moving image screen to further make your store a destination – this is something we are looking into.
Kate Mills, Heath Stores, Tonbridge
A great display needs to have height, and some sort of interactive element. I like to offer my shoppers samples to try, so they are more inclined to buy a product, and if I am putting something on promotion on display, I make sure there are a few items out from the range, not just one.
Adam Hogwood, Budgens of Broadstairs, Kent
Fewer lines and more facings are key. The best displays are always the ones that are neat, and organised in a grid-like way, where you don’t have loads of products jumbled up together. This way, it makes it easier for shoppers to find what they are looking for.
Duncan Ellson, Longden Post Office, Shropshire
Building a great in-store display should always incorporate a way to show off local suppliers you work with. For example, we have a large map drawn on a chalkboard that pinpoints all 50 local suppliers we use. It also runs with the ‘rustic’ theme we have in store.
Rocky Leach, Chellow Heights Service Station and Spar, Bradford
As a forecourt store, we like to use front-of-store displays to highlight events like Mother’s Day and Pancake Day, and we decorate the table with our own PoS, such as plastic inserts. For a store like ours, it’s the best way to create attractive in-store theatre.
Susan Gadd, Orford General Store, Woodbridge
When it comes to displaying fruit and veg, it’s important to make sure everything is always fresh. This is an easy way to create impactful theatre, and it attracts more consumers to the stand. Moreover, having a range of seasonal fresh produce keeps shoppers interested.
Duncan McCutcheon, McCutcheon Newsagents, Tyne & Wear
Utilise all of the PoS available to you from suppliers and symbol groups. As a Premier store, we always have our Mega Deals signposted on the end of each aisle – and because of that, Fruit Shoot is currently flying off the shelves. l
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