Retail business owners and managers are always looking for the best possible means to promote items in their stores. But it’s not enough to simply place items on the retail display. Retail store owners need to create attractive displays that command attention. By getting customer attention, they will be more likely to stick around, buy longer, and purchase more items. Focal Points Help Your Customers A key factor in creating an attractive retail display is creating a focal point. Having a focal point is a place that people’s eyes will immediately focus on when they first look at the screen. Don’t worry, it doesn’t take a fancy Marketing degree or understanding lots of unusual terms to create a great looking display that works.
It’s much more important to use a little general common sense to help you find an ideal focal point.
“But I want clients to notice everything. Not just one area or one focal point!” Some retail store owners and managers may argue. It’s completely understandable that you want customers to notice everything. By creating an attractive display, you’ll be taking the most important step of all: grabbing their attention. Thereafter, the customer’s eyes will wander and eventually notice each and every item on the retail display. Think of the focal point as a well-dressed woman’s favorite accessory. If a well-dressed woman wears a colorful scarf around her neck and you notice it first, this is her focal point. Then you might notice her attractive loafers or her beautiful earrings.
Your retail display should be created with the same careful thought and attention to detail. Products Can Be Different – The Focal Points Are The Same Every retail store is different, with different types of products. A great way to create a focal point is to think about several factors: what product are customers looking for frequently, and what product is priced to allow you to offer a sufficient premium for your store? If you run an auto parts store and sell a lot of wipers, then this might be a nice focal point for your display. It would just add other relevant elements around the focal point on the screen. Many retail store owners may wonder where exactly the focal point is located. They think it is some kind of magical place that they will never find. Fortunately it is much easier than you think. There are essentially two main focal points to consider. The first is a focal point from outside the store that attracts the attention of customers, to arouse their interest and gain their presence within your store. What you are looking for is the comfortable eye level of the client. Walk around your store and see which part of your retail shows your views first. To help you rearrange your screens, gently place a small sticker in the area where it hits your eye. Make sure you can easily remove the sticker; you’re just marking the area so you know where you are while you work. Now that you’ve got this focal point, be sure to put your best-selling items front and center. Use signs to help get your pricing and sales message across. Once customers have entered your store, it is very important to develop a focal point in your retail display. There are many ways to do this, and it’s fair to say that there is no wrong answer. You must experiment to learn, for your specific product line, what works and what needs further tweaking. One of the most common methods of creating a focal point in your retail display is to use vertical pads or varying levels of dimension. Most of the time, the item in the center or the item closest to you will be your focal point. Another popular method of creating a powerful focal point in your display case is the use of lights. Combine this with risers to create a stunning visual effect. You can create a “glow” effect by lighting a product from below, or a “spotlight” effect by lighting a direct beam from above. Creating a focal point will easily help your customers shop comfortably in your store. You’ll notice a subtle difference in sales pretty quickly. Customers can even comment on how easy it is to find items in your store.