Not just a lowly means of storage, retail shelving can help you display products so that they are more visible and more attractive to customers, which improves your profit margins. Done wrong, however, and you may actually drive customers away.
Here are 10 common retail shelving mistakes that you can easily avoid:
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Clutter, clutter, everywhere
Many retailers cram as much merchandise as they can into displays, and/or overwhelm customers with an endless sea of displays throughout the store.
This is a mistake; shopping is an experience, one that customers want to enjoy. Use shelving displays judiciously, and keep each simple, uncluttered, and attractive. You'll show off your merchandise so customers will truly appreciate it.
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Forgetting to keep your "destination" merchandise in mind
What does your establishment sell? Maybe you own a pottery store, for example, or you specialize in vintage clothing. You may sell other items as well, such as magazines, candy, or aspirin, but displays should always feature what your customers came to buy.
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Not setting up your display shelving to encourage a comfortable shopping "flow"
When you set up your shelving displays, do so to encourage traffic flow throughout your store. The main traffic path should be wide enough for people to pass each other, with departments and displays clearly visible from it so customers can step off and browse.
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Not making full use of retail shelving's options
Today's shelving isn't just industrial grade, metallic and gray. Shelving comes in many colors, materials, and styles. Display elegant products like jewelry on glass shelving with appropriately placed lighting to accent and highlight your wares, or go for faux or real wood fixtures for clothing displays, for example. Mix and match fixtures to showcase your business's personality and decor.
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Not changing your displays often
Even the best retail shelving display will become invisible to customers who are regulars in your store. Keep changing retail shelving displays so that your look is always fresh and new.
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Not using your front window(s) for display
Your front window(s) is your best retail shelving display venue. This is your chance to draw your customers into the store. Create an attractive window display, draw them into your store, and then keep customers' interest with your interior displays.
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Not prominently displaying "hot" items at the front of your store
Once you've gotten customers through your door, you have to keep their attention. Set up a display at the very front of your store to showcase "hot" items, and/or to allow customers direct access to the products you have in your window display.
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Neglecting to create displays that place complementary items together
A dress with a perfect, complementary belt, shoes and purse. A swimsuit and beach towel, hat, sunglasses, sunscreen and an umbrella. Each display features a central product (dress or bathing suit) with complementary items that complete the experience or fulfill the need. Retail shelving displays that use this kind of interconnectedness between products aren't just more attractive and appealing. They sell more merchandise, too.
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Creating displays that neglect customers' perspectives
Customers' fields of vision are limited to about 170 degrees. Focus on smaller retail shelving displays that customers can take in with a single glance rather than large, elaborate displays. Doing so will help you sell more product.
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Not remembering to use a call to action with every retail shelving display
Calls to action should be short, sweet, and to the point, and used with every display. "Buy now! Half-price only today!" conveys a sense of urgency to customers that they should act NOW to get in on this great deal – or miss out.
