What Makes a Good Retail Display?

Many retail shoppers don’t think twice about what goes into a good display: It either catches their eye or doesn’t.

However, the reality is that there's a lot happening behind the scenes, and it’s not just about eye-catching “bells and whistles.” Many elements go into creating a good retail display — one that not only gets noticed but also educates buyers, entices them to purchase, and builds brand familiarity and loyalty.

Wondering what makes a good retail display? Here, we’ll take a closer look at the five qualities of an excellent retail display and tips for brands to incorporate them into their marketing strategies.

1. Prime location, visibility, and relocatability

A fantastic display is useless if no one sees it. This is why your display needs to be positioned in a high-traffic area where people will be sure to see it. If possible, check in with retailers to request that your display be placed in a busy store section relevant to your shoppers.

The ability to easily move your display is also paramount. This offers exposure to varied customers at different stages of the buyer’s journey while also helping to create new and different experiences.

2. Visual appeal

The primary goal of a retail display is to entice customers to your products. To achieve this goal, your display should be visually pleasing. In addition to being attractive to the eye, creativity and memorability also add to a retail display’s visual appeal.

Some tactics for designing a visually attractive store display include selecting an "on brand" and harmonious color palette, mindful lighting, and incorporating signage and text to direct and inform shoppers.

One way to get a better understanding of the visual appeal of your display is through eye tracking technology. At Bay Cities, we’ve partnered with Tobii Pro Eye Tracking to help our clients understand what shoppers see and ignore in their displays and optimize for greater engagement.

3. Customizability and brand-centric

Today’s consumers value personalization. In fact, according to a recent McKinsey report, 71% of consumers expect personalized interactions, while 76 percent get frustrated without them. A takeaway for brands? Generic retail displays will not only get lost in a sea of competition, but they also risk alienating potential customers.

Custom displays are an opportunity to build personal connections by conveying and reinforcing your unique brand personality and story. Prioritizing personalization creates connections with both short- and long-term benefits.

4. Right-size packaging and display

When showcasing your products in the most compelling way, a properly sized display can make all the difference.

Small displays fail to make an impression and can also look cluttered if crammed with too many items. This is especially important because 64% of shoppers have left stores due to disorganization and poor physical appearance.

On the other hand, massive displays may end up looking sparse without an excess of merchandise to fill them up. Unused space can also be visually dull, leading to missed exposure opportunities.

The best displays are a bit like the story of Goldilocks — they hold the just-right amount of merchandise.

5. Clean, clutter-free, and well-stocked

Building on our earlier point, the best displays achieve a perfect balance in terms of size and merchandise. However, even things as seemingly simple as cleanliness and orderliness go a long way to making a positive first impression. And positive first impressions are everything in the world of retail!

Make sure your display is well-organized and easy for store associates to clean. Remember: As a vital touchpoint between you and shoppers, your display represents your brand. Dirty, messy, and disorganized displays ultimately do more harm than good.

Whether you’re just starting to consider a retail display program, you’re looking for more information on POP displays, or you’ve got a question about what makes a good retail display, the Bay Cities Packaging & Design team can help.

To learn more about our products and services for industrial packaging, retail packaging, specialty items, set-up boxes, and POP and POS displays, contact us today.