Retail display research: What makes a successful retail display? Visit your local supermarket and have a look at how products are displayed.
There are many factors and rules established to help successfully produce a retail display. An online article titled “The Art and Science of Retail Displays” explains some of the basic principles to assist in creating a display that will help sell a product (Entrepreneur. 2005). The article explains how important it is to stick to a particular “theme” or “look” as consistency around a store helps guide viewers eyes to particular items without overwhelming them (Entrepreneur. 2005). For instance, went walking into Woolworths stores around the states within Australia, they all have a similar vibe. Fresh fruits and vegetables are the first thing customer see when entering the supermarket. This has been intentionally positioned to create a feeling that the stores only offer fresh and locally grown fruit and vegetables. The fruit are aligned to be straight and in their own section. They are also easily accessible as their positioning are at waist high or above to allow customers to easily grab their desired products. Next to the fruit and vegetables are packaged meats. The daily baked bread and dairy products follow this to encourage the same feeling of fresh produce. The positioning of products within the store is one of the key intentional elements within the supermarket that influence customers on a subconscious level.
The article online also discusses the importance of both permanent and moveable displays (Entrepreneur. 2005). For the purpose of Woolworths, both displays are used to showcase limited edition, new and sale products. The permanent displays are positioned to guide customers along a path, starting at the fresh produce and moving towards the far left of the store, showcasing frozen products. This is considered a “store layout strategy” to influence consumers to view particular products in a certain sequence (Entrepreneur. 2005).
One of the most important displays Woolworths showcase is their use of pop-up cardboard box stands to promote new and sale products. An example of one of the displays is the “Woolworths Quick Sale” pop-up stand as shown in figure 1.0. The stand was placed in an area that has a high amount of traffic to encourage viewers. The stand was designed to showcase products from knee height up to allow the stand to be visible. The use of bright green and yellow colours promotes the display to stand out amoungst other products in store. Another example of cardboard display used well is the aisle stands shown in figure 1.5. The circular cardboard displays are positioned to hang off aisles to encourage customers to see the sign from up close and far away. The distinct red colouring on the sign helps stop customers walking through aisles and make them see the value in the sale.
The temporary cardboard stands positioning are placed in areas that are not dependent on customers walking a particular sequence around the store. Rather, they are positioned to be in areas that will almost distract the customer. Most of the displays are positioned to be at the ends of aisles or hanging in bright colouring from the ceiling.
The display of products in the Woolworths supermarket varies as emphases is upon fruit, vegetables, dairy and bread products rather than packaged goods. They also focus on use of temporary cardboard stands to showcase new and sale products to stop customers in their tracks and make them see the value. Woolworths look towards using bold, bright colouring on products that are new or on sale to encourage a positive association with the products and promote excitement to customers. Their use of yellow, red and green were chosen as they can have an impact on customers at a subconscious level. The use of red has been known to be the most used colour in supermarkets as it is highly noticeable (Tribalinsight. 2008). The colour yellow is also effective as it helps “bring on salivation and hunger” to an individual (Tribalinsight. 2008). The colour green is effectively used to promote fresh produce as the colour indicates a sense of nature and wellbeing.
Woolworths stores have effectively managed to produce both permanent and temporary displays that entice customers to purchase a particular product with use of signage, colouring and placement.
References
Entrepreneur. (2005). The Art and Science of Retail Displays. Retrieved 28/08/2015 from Entrepreneur Media website: http://www.entrepreneur.com/article/78992
Tribalinsight. (2008). The Science of Supermarket Psychology. Retrieved 28/08/2015 from Wordpress website: https://tribalinsight.wordpress.com/2008/08/19/supermarket-psychology/
The display of products in the Woolworths supermarket varies as emphases is upon fruit, vegetables, dairy and bread products rather than packaged goods. They also focus on use of temporary cardboard stands to showcase new and sale products to stop customers in their tracks and make them see the value. Woolworths look towards using bold, bright colouring on products that are new or on sale to encourage a positive association with the products and promote excitement to customers. Their use of yellow, red and green were chosen as they can have an impact on customers at a subconscious level. The use of red has been known to be the most used colour in supermarkets as it is highly noticeable (Tribalinsight. 2008). The colour yellow is also effective as it helps “bring on salivation and hunger” to an individual (Tribalinsight. 2008). The colour green is effectively used to promote fresh produce as the colour indicates a sense of nature and wellbeing.
Woolworths stores have effectively managed to produce both permanent and temporary displays that entice customers to purchase a particular product with use of signage, colouring and placement.
References
Entrepreneur. (2005). The Art and Science of Retail Displays. Retrieved 28/08/2015 from Entrepreneur Media website: http://www.entrepreneur.com/article/78992
Tribalinsight. (2008). The Science of Supermarket Psychology. Retrieved 28/08/2015 from Wordpress website: https://tribalinsight.wordpress.com/2008/08/19/supermarket-psychology/