Bringing a retail display alive, really alive, attracts shoppers and drives sales. This display created by one of the team at my newsagency is perfect, or should I say purrfect, as it shows the kittens getting up to mischief everyone who has had a kitten understands.
The display is fun, engaging and alive and this is key to successful retail theatre – a display looking alive, the products looking like more than a product with a barcode on the shelf.
I was talking with a shopper in the store on the weekend about the display and they had a story to tell about a kitten they had as a child. This 80 something gentleman is not your usual plush customer. The display and the memories it jogged led to him purchasing a kitten for a great grandchild. He came into the shop for a birthday card into which he was going to put $20 as the gift. Instead, he spent $29.99 with us.
This type of conversion, turning a browser into a purchaser, disrupting a shoppers plan to purchase something unexpected, is vital to all retail businesses today but more vital than ever in newsagencies.
Take a look at your shop and how you display products you could otherwise bring alive to have people see them differently. Next, get your best VM person in-house to create something engaging. Finally, engage with shoppers on the shop floor yourself to learn from what they see, their stories can be inspiring.