The Importance of Displays and End Caps
Creative displays add character, make shopping more interesting.
One common thread between traditional and thrift retail is the value of features. No matter the format they set a tone and sell stuff.
Displays and end caps are an important part of the look of a store. Because thrift has such an eclectic mix of goods, displays can be even more interesting. Each display, when done well is a little work of art that tells a story about what is possible.
A few “display statements”:
Here are some spring-themed home décor items, you might find something you didn’t know you need. Winter is so boring.
Happy Halloween, here is a complete pirate outfit!
Here are a bunch of candles to make your home smell even better.
These winter gloves will go great with the winter coats on this aisle.
This top can go with these jeans, and here is a purse and belt to make it all work. Oh yea, and you might consider this pair of boots.
You get the idea.
Creating appealing displays is more art than science. Some people seem to have a knack for it, to others, it’s a big black box. It seems like almost every store has that naturally creative person that makes random stuff look beautiful. Turning them loose to do what they do best creates value in so many ways. The store is more pleasant to shop. Sales go up.
Fair warning, stuff sells off of displays all the time.
Setting and maintaining them are two sides of the same coin. One little secret to good displays is enough inventory to refill them. Not always easy with second-hand goods.
A pro tip is to start transitioning displays even before seasons start. Watching when Kohl’s, Target, and others start merchandising next season displays is a clue. People are looking to the next season earlier and earlier.
One of my best out-of-season examples is Hawaiian shirts. I was working for a big box company in far northern Iowa where the winters are long and bleak.
I couldn’t get the corporate men’s wear buyer to send me Hawaiian shirts, so the Manager of a store in Hawaii was kind enough to ship me a couple hundred. (Yes that was an end run, not sorry) dramatic story short, it became the top-selling men’s category all winter. The next winter we had them in the whole region.
The point is, people were looking forward to spring and a splash of color. Those cheezy flowery colorful shirts on the main men’s feature were just the ticket.
In conclusion
Creative displays add character, make shopping more interesting, and add sales.
On the business side, well-merchandised displays can move the average sale and increase shopper frequency.
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