The impact of advertising displays on retail

September 6, 2023

Contemporary retail establishments are facing a dual challenge of escalating competition and higher customer expectations. In light of these hurdles, building a strong brand image and delivering positive shopping experiences have become pivotal for achieving success in the market.

According to Retail Report 2023, traditional brick-and-mortar stores maintain their popularity as preferred shopping destinations, especially for grocery, furniture and clothing. Despite the growing e-commerce sector, consistently choosing physical stores is driven by several key factors.

When it comes to groceries, a whopping 76% of consumers favor brick-and-mortar stores. This statistic underscores the enduring trust in the ability to physically inspect and test products before purchase. This allows the consumers to assess the freshness and quality of grocery items, something that’s of paramount importance to them. Thoughtfully customized advertising displays can strengthen these advantages by attracting customers and emphasizing the store’s unique offerings. By aligning the appearance and messaging of the displays to the store’s character, a unified shopping experience can be crafted, highlighting its distinctiveness. As Alicja Staszkiewicz, Sales Director for Europe at Quad POS, explains, depending on factors such as the store’s size, product range, spatial layout, and customer demographics, the skillful design of advertising displays plays a crucial role in creating positive shopping experiences.

Store Size Matters

The size and spatial layout of retail stores do influence the effectiveness of advertising displays. Tailoring displays to match the store’s specific format facilitates the efficient use of available space, allowing customers to move freely and access products with ease. When space is effectively organized, customers can browse the assortment without constraints, which can potentially encourage them to spend more time in the store and increase the likelihood of making a purchase.

In smaller convenience stores, where space is at a premium, a minimalist approach to advertising displays tends to be most effective. Streamlined, elegant stands conserve space and avoid overwhelming customers with excessive information, while ensuring convenient access to products. Within the convenience store format, innovative, space-efficient designs integrated into store shelving, such as “ties” for merchandise, shelf toppers, frames, and other varieties of “shelf-stoppers,” as well as compact “chargers” near the cash register, can also work exceptionally well.

Conversely, in medium-sized stores featuring a wider array of products, the strategic positioning of point-of-sale (POS) materials becomes key. Choosing modular solutions that incorporate a range of flat materials such as floor stickers and hang tags allows for customization across different store sections. This approach aligns with the customer’s journey and can significantly impact their purchasing choices.

Further insights from the Retail Report 2023 reveal that 67% of consumers are now demanding more gratifying shopping experiences. This serves as a clear signal for businesses to deliver something exceptional that sets their store apart from competitors. Investing in improvements that enhance service quality and establish unique, engaging environments can significantly boost customer engagement levels.

Within expansive retail environments, such as hypermarkets featuring numerous departments and a wide product array, it’s crucial to ensure a consistent brand image across various merchandise sections. These large retail spaces also offer a prime opportunity for a grand presentation of your brand’s offerings. In such instances, the deployment of large display islands, often referred to as “shop-in-shop” setups, proves to be the most effective approach.

Shop-in-shop is a dedicated space within the store that has its unique arrangement and visual identity organized around a specific theme. These can range from simple yet impactful pallet arrangements to islands constructed from individual floor stands, all the way to specially created theatrical setups based on elaborate, large-format structures. Creating such a zone requires close collaboration between creative and R&D teams, as well as a deep understanding of the retail environment and the specific requirements of the retail network.

To sustain customer interest and prompt more frequent visits to POS areas in search of novelty and attractive deals, it’s essential to consistently refresh the displays and the featured offerings. The entire project should be tailored to the specific location where the POS will be placed to effectively fulfill its purpose.

Each type of surface has its unique characteristics that can be customized to address the needs and preferences of the target customer group. It’s also worth mentioning seasonal stores, such as Christmas shops or temporary sales points set up for special events. They require displays that can be easily assembled and disassembled. Foldable and portable stands provide the flexibility and mobility for temporary stores operating within constraints of space and time.

It’s worth emphasizing that appropriately tailored in-store solutions, designed specifically for retail spaces, can have a significant impact on boosting sales in brick-and-mortar stores. Creative space utilization, attractive layouts and innovative product displays can entice customers into the store and extend their shopping time. Moreover, well-chosen store fixtures, such as displays and information points, can direct customer attention to promoted products or encourage additional purchases, thereby increasing conversion rates and the overall value of the shopping cart. Therefore, investing in innovative and efficient in-store solutions can be a pivotal factor influencing the dynamic growth of brick-and-mortar stores in today’s fiercely competitive retail landscape.

Paying attention to detail in the design of advertising displays yields numerous benefits to both customers and stores. Well-designed retail spaces and product displays are crucial elements that facilitate effective communication with customers, ultimately translating into heightened competitiveness and market success in the retail industry.

Study source: Retail Report 2023