Choosing the Location of Your Display Stands and Store Fittings

By: Stan Quinn


When you are the manager or owner of a shop you have many responsibilities such as ensuring you provide good customer care and maintaining the condition of your various stock. However it is important as well to consider the other elements of running a store that many managers tend to forget which are the layout, appearance and set up of the store and the isles themselves.

A good store manager will always recognize the importance of a correct layout in their store and will realize that this has a range of important psychological effects on the way that customers interact with the store and the products therein. This is particularly important with regards to your display stands and store fittings which are only useful if they are used in the correct way.

In this respect designing a store has some things in common with designing a website and you will do both with many of the same ends. With a website you see you will consider seriously the color scheme, the positioning, the navigation etc regarding the position of your content and of your adverts; and with a shop you need to likewise think about how your customers are going to find their way around your store, and where their eye will be drawn as they go.

Consider your display stands and your store fittings like adverts they are there to promote the items you want to help sell, but they may not be what the customer is actually looking for when they come in. Thus you need to place them in clever places in order to catch attention and in order to encourage shoppers to want to buy the things they're advertising.

One way to do this then is to put them in the window of the shop, or in the doorway. This way it is the first thing that your customers see, and even people who don't enter your shop will see them. This way you might find you at least plant the 'seed of an idea' in their mind so that they think about the offer you are promoting and perhaps come back at a later date.

Likewise it is very possible to funnel your customers and to anticipate the way they are going to go around your store. For instance, if you have a product that everyone wants (in a newsagents this might just be milk, in a games store it might be the latest and most high-profile game), then you simply put the display stands near that on en-route to that so that they spot them on the way. You can achieve something similar here as well by periodically altering the layout of your store. When you do this you leave your customers searching for the new items and this way you can ensure they are more likely to see your display stands and the other things your store has to offer.

And finally POS stands will go down well because you know your customers will pass these if they are buying something, and because they will already be committed to spending money and so more likely to add something to their basket.

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If you use your display stands wisely you can increase the value of each of your customers to you. Click here for a variety of store fittings.

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