5 Ways to Help Ensure ROI on Your Retail Floor Display
There’s more to retail than filling shelves with products. There’s a science to how you can influence customer perception and behavior, and it starts with in-store retail floor displays. According to a study of over 3,000 shoppers, 82% of their purchase decisions were made while in a store, 62% made an impulse buy while they were there, and 16% of their unplanned purchases were driven by in-store promotions — often attached to a floor display.
Cleverly designed displays can increase brand awareness, customer loyalty, and unplanned purchases, but to truly be effective, you need to ensure the best return on investment for those retail floor displays. Here, we’ll look at five things to consider when creating a retail floor display that will drive ROI.
Choose durable materials
There are a variety of construction material options when creating a custom retail display — everything from wood and plastic to sheet metal, wire, and tubing — but durability and strength are important factors when considering ROI. The more durable, the longer it lasts, which means you won't have to spend the money to replace the display as often.
While cardboard displays are lightweight, portable, and inexpensive, they’re often not intended for heavy use and are more suitable for short-term promotions or in combination with stronger materials. Plastic displays are also lightweight and affordable with the additional benefit of transparency and a modern appearance, but they also aren’t ideal for heavier products and are best when used in tandem with materials like steel metal, wire, and wood.
Steel is one of the most popular — and economical — retail display options because of its versatility, strength, durability, and sustainability. Steel is 100% recyclable, and it’s estimated that 40% of all new steel products — including the sheets, wires, and tubes used to make retail displays and fixtures — are made from recycled steel, which never loses its strength.
Plus, steel is not susceptible to cracking, splitting, rotting, or warping, which helps extend the life of your displays and reduces the risk that you’ll have to repair or replace it more often.
Factor in finishings
Visual branding that is enhanced with specific finishes contributes to everything from durability and appearance to overall ROI. There are a variety of factors that go into choosing the best finish for your display, including the materials used, where the display will be placed, and the design of the display itself.
The most popular and effective option is powder coating, which is a dry finishing process using a combination of polymer resins, adhesion agents, and other additives to create a protective barrier against the wear and tear and heavy handling that a floor display may be exposed to.
It can provide not only a cost-effective way to enhance durability and reliability for years to come but also an enhanced visual element. Our in-house powder coating allows us to custom match any color, meaning every aspect of your display will be on brand, from the top to the bottom.
Go modular and mobile
As they say, time is money, and no one wants to spend hours unpacking, assembling, installing, and potentially moving retail floor displays, which is why going modular and mobile should be a consideration. What might that look like? Imagine displays that include wheels for mobility, removable legs, collapsible elements, or knockdown features, all of which provide increased versatility and flexibility to change and move a display when needed.
Make it interactive
When asked what the biggest drawback of online shopping was, 51% of consumers said that it’s not being able to feel or try a product, and 70% of U.S. consumers prefer to shop in physical stores because they like to touch products before making a purchase decision. When designing your retail floor displays, keep in mind the natural desire that shoppers have to interact with their displays and products.
For example, adding QR codes to your displays not only provides the shopper with additional product information or special savings, but also provides you with data about the shopper’s behavior and purchasing habits — helping you make better informed decisions about where to invest your time and efforts in the future.
Don’t forget about designing for location
Location is important when it comes to getting the most from your retail displays. Many shoppers like to get in and get out in today’s busy environment, but a strategically placed display that jumps out and commands attention can motivate a shopper to buy. In fact, 71% of shoppers said that in-store displays can actually trigger them to make an impulsive purchase. If possible, create a display with a location in mind, one where people might be waiting in line or on an end cap that’s easily accessible.
Franklin Display Group has helped a number of brands put these steps — and others — into action to create high-quality, custom retail displays. Our planning and design, engineering and prototyping, and manufacturing teams have the skills and experience to produce retail fixtures based on your precise specifications and requirements.
Contact us today to get started on your next retail display project.