Presentation is everything; this is the case in so many areas of life, none however more so than retail. People like to buy things which look pretty or interesting; people like to buy when they are made to believe they are getting a good deal, people in general like to buy!
This is where marketing and presentation is of up most importance; more often than not it is how a product is presented, promoted, advertised or displayed which makes it appealing. Companies spend thousands of pounds promoting perfumes for example; using TV campaigns, advertising, literature, magazines and press, to make consumers aware of a new product, this in turn makes consumers want to rush to the shops to buy that specific perfume. The perfume by this point should be located on big display stands, in direct sight of the impending rush of customers wanting to buy! This is how sales are made.
However if this scenario didn't happen, the shops hadn't prepared the display stands in line with the marketing, the perfume still remained packed in boxes in the store room or on the bottom shelf of the perfume cabinet, thousands of sales would definitely be lost.
Men and Women equally have a weakness for buying things, a moments satisfaction of purchasing something shiny and new whether its clothing, perfume, electronic gadgets even a brand new car. This is where the retail industry can take advantage of us. Display stands packed with new products or great deals in the supermarkets, manager's specials or products of the week in electronic shops, the display stands always situated right at the entrance of the store, even in home improvement stores, there are always lovely displays of how your newly decorated room could look if you bought all the products displayed! How many of us fall for this?
However there will always be the occasional time that retailers will get it wrong, I remember not so long back the controversy caused by point of sale display stands in supermarkets. Every isle, leading to every till would have a large display stand, offering an even larger selection of confectionery, these display stands were at perfect height for children to see the sweets, touch the sweets and ultimately demand the sweets whilst their mums were busy waiting in the queues, this was at a point when health officials were campaigning for children to eat more healthily, yet supermarkets were still tempting children at the counter.
Christmas is probably the highlight to the advertising year, starting often as early as September, new products are popping up left, right and centre. High Streets become illuminated with window displays of all shapes and sizes, luring the consumer in, bombarding you with displays as soon as you set foot in the door, and this is the case whether you step into a chocolate shop, lingerie shop, department store or DIY shop.
Personally as a consumer I hate those little display stands which sit next to the tills in newsagents or chemists, or in the little accessory shops. The displays which the assistant points to and asks, 'can I interest you in any of our specials' or 'have you tried the new...' I know by the time I get to the till I already have the items I required and know I have spent too much without buying anything else!
I feel it's not always a products use which makes consumers want to buy it, I think it has as much to do with clever advertising, marketing and display of products which appeals to us. I know from personal experience that if I love looking at shop displays and new products and combined with this if I feel I have invested in a bargain then I will be a happy and contented consumer.
Anna Stenning takes a closer look into how shop displays, display stands and promotional displays influence consumers to buy.