Merchandising Know-How: Creating customized displays to impact sales

Creating a customized display makes merchandise easy-to-understand and enticing to buy. Boost your ROI with these customization ideas and resources.

Not every customer who walks through your store is going to notice the fixtures and displays while browsing your merchandise. It’s your task to make retail merchandise stand out and represent its own function, style and utility in as elegant a manner as possible — making the merchandise easy to understand and buy. So how can customized displays make an impact on sales?

To explain the mechanics of how quickly a really good display can pay for itself, imagine a two-sided grid display with no customization that is 2 feet wide. On the display are 144 bike locks in various sizes, weights, costs and brands. The display gets a lot of traffic, which results in the product getting mixed up onto different pegs, making the display look very full or thin leading up to its weekly shipment and restocking. On average, the display sells 12 units per week at about $18 a pop. Because of its generic nature, the display has caused customer confusion over choice and differences between options, leading to missed up-sell opportunities.

To improve sales, a customized display that is designed specifically to merchandise bike locks has replaced the old display. Using the same footprint, the new customized display calls out the category with customized signage headers and incorporates interchangeable vertical information signage holders. It’s also designed to mask low inventory, better fit the unique weights and sizes of the product, and more efficiently highlight prices and descriptions of different styles. As a result, the average weekly sales of the new display increases to 18 units per week at an average price of $22 — generating instant new sales of $1,248 per year.

The perceived hurdles of creating customized displays prevent many retailers and brand manufacturers from acting on great merchandising display ideas — but customized display units and POPs can affect sales. Increased sales and measurable return on investment (ROI) will result from a well-thought-out customized display or fixture.

Here are a few customization ideas that anyone can implement:

What are the pros and cons for designing and buying customized displays?



–Eric Metzdorf of RAD Global

Based in Boston, RAD Global is an international sourcing firm that is focused on custom durable goods and displays for store environments and general operations. For more information, contact or 978-633-7234.