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Advertising motivates people to come to the point of sale and display entices them to buy after they reach the store. Display shows customers the range of merchandise available, introduce new ideas, and suggest related merchandise. Display is the presentation of actual merchandise and is usually located at the point of sale. For eg: A display in a case located in a hotel lobby, an airport terminal or a convention centre is called remote display. Display located at the point of sale consists of three types.
- Exterior display
- Window display
- Interior display
Exterior display: Another name for exterior display is facade display. This type is located on the outside of the store building or on the street. Exterior display is used to promote seasonal themes and special events.
Window display: Traditional window display consists of glass enclosed windows facing the street. This is more important for retailers located in downtown shopping areas than for those in shopping centre locations.
Interior display: The interior display has become increasingly important to many retailers, as window displays have become less important. This display is an extension of window display and advertising and is most effective when correlated with these other forms of promotion. Good interior display greatly increases the customer's likelihood of purchasing. These displays help the customer find where the merchandise is located within the store, show the customer how to use the merchandise and encourage the customer to purchase. There are several kinds of interior displays.
- Vignettes
- Showcase displays Countertop displays
- Wall, ledge, aisle and island displays
Vignettes: A vignette may also be called and environmental or lifestyle display. It shows the merchandise in a realistic lifelike setting. Vignettes are used frequently to show fashion apparel, furniture and tabletop merchandise such as china, crystal and silver. The idea behind a vignette is to show the customer how the merchandise looks in use and to encourage customers to visualize themselves projected into the environment of the display. Vignettes are often set up within the store where they can be viewed from all four sides.
Showcase displays: Various types of cases may be used to display or stock merchandise. Many small accessory items are effectively shown in this way. An enclosed glass case, called a vitrine offers the advantage of protecting the merchandise display from customer handling.
Countertop display: Effective displays can be done on tops of counters. This type of display is called a point of purchase display because it offers merchandise on a self-selection basis. Because the customer can touch the merchandise, these displays require constant attention but they can be excellent sellers. Some manufacturers design point of purchase displays to be used by stores.
Wall, Ledge, Aisle, and Island Displays: Stores with limited space can develop whatever unused space is available to show merchandise. Displays can be pinned to walls and hung from ledges about merchandise racks. Dead end space at the end of aisles provides locations for island displays, which are freestanding display platforms. Even exterior doors of fitting rooms can be used for displays.
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