Making an impact

Display can help make an impact. Dressing a window with drapes of fabric
or putting items on to rotating stands draws attention to a particular product
or range of products. Buying bespoke display accessories can be
expensive so learn to improvise with what you have to hand:
◆ Tins of tomatoes (with the labels removed), from the smallest up to
catering-sized and bought in your local supermarket, make shelf supports
in display cabinets.
◆ Paper clips can be twisted to create hooks to hang stock or labels from.
◆ Plant pots and wicker baskets from the local £1 shop make cheap and
effective holders for small items of stock.
Sometimes the product itself will be used to create the impact, such as in a
supermarket when one brand of baked beans is promoted by stacking the
cans to build a giant pyramid. For this type of display to be successful you
will need extra stock to sell, so make sure this product is going to be a really
big seller or you will end up with a lifetime’s supply in your stockroom.
A very good way to keep products prominent within the shop is to use display
material that has been specially produced for that product by the
manufacturer.This could be a cardboard cut out featuring an enlarged picture
of the product or a plastic moulded display stand to feature every item
in the range. Such point of sale publicity and display material is always
worth having, particularly as they are often free. They have usually been
researched and designed by marketing experts to make the best impact and
the display stands will save you many headaches in trying to display the
products to show them at their best.