Display Decor at Point of Sale / Cross Merchandising
Display decor at the point of sale is an essential aspect of visual merchandising. This type of sales promotion uses visual incentives to incite customers to make purchases. A decorative goods display speaks to the observer and appeals to him particularly on an emotional level. Purchases are then mainly impulsive, with little rational thought. Impulse buys are vital, extra sales for every retailer. Display decor is now an integral part of visual marketing concepts. It creates an ultimate eye-catcher (e.g. a fascination point) when used at a strategic point in the store, shows the latest trends and acts as an incentive and attracts customers. Display decor is just as vital with merchandise displays. It enables the customer to visualise the effect of the merchandise or how he can use it. With clothing, flat displays on a table can convey how to combine merchandise. A display mannequin or bust, on the other hand, shows how the merchandise looks when worn. Photos and plants also generate atmosphere. Suitable accessories can be added in line with the theme. It is essential the same articles are displayed nearby in different sizes, models and colours. The customer shouldn’t have to look far to find the goods in his size and matching accessories. With cross merchandising, related articles from different categories are displayed alongside each other in a matching display decor. For example, a “mountaineering” theme in sports fashion not only features trousers, shirts and jackets, but also includes shoes and all related accessories/hardware (e.g. helmets, ropes, carabiners). Everything can be presented on the same display system or side by side in a sales-boosting display. The consumer’s attention is drawn to other interesting articles and new features, encouraging impulse buys. This increases the retailer’s turnover per sale. Cross merchandising is also an integral part of the sales strategy, which involves understanding the consumer’s global needs and showing that the store can fulfil them. The right retail staging can transform a planned purchase into a true shopping experience which will convince the customer of the retailer’s expertise and will encourage him to return.
Display decor at the POS in the top part of the rear wall, using busts and photos using the Visplay system Steel (Best Mountain, Paris (France)
Display decor at the POS with two display mannequins. The theme “festive evening wear” is highlighted by the colour blue. The fashion items themselves are displayed on a mid-floor gondola and on the wardrobe-style wall panels using the Visplay system Invisible 6 (Blijdesteijn, Tiel (Netherlands)