Display Systems
Displays Gone Digital
Technology is changing the way we shop, with more and more of us shopping online, but what are retailers doing to get us back in store? We look at how display systems are going digital with ever more imaginative ways to keep us shopping on the high street.
Walking into a store customers want to feel excited and interested to investigate what the store has to offer. Display systems can create excitement around a product range and persuade a shopper to make a purchase. Display systems have multiple functions and the ones that have the best ROI are the ones that maximise all of their features. From a wall display to a window display or even an in store promotional area, display systems need to lay the products out in a clear and concise manner, minimising clutter and distractions, they need to inform customers of any USP’s and create a buzz around the brand. They can also be used to maximise space, displaying a range of products in a small area, but still in a controlled and aesthetic manner.
The design of a display system is crucial to its success as it needs to be durable – a tired looking display system will not only discourage shoppers to purchase but may also stop them returning to the store altogether. The design also needs to understand the target market and be sympathetic to their values. It needs to save costs by reducing restocking time and present the items for sale in an organised manner. Technology integrated into a display system is something we are seeing increasingly and it is becoming ever more apparent that this is something consumers expect to see.
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The effectiveness of integrates technology level of thought and the design and
By utilising technology customers can not only engage with the brand on far more levels but they can also learn about the product and its functions in more depth. Technology is helping retailers to create further brand awareness and entice shoppers on a far more immersive shopping experience. “The effectiveness of any display, whether it integrates technology or not, depends on the level of thought and innovation that goes into the design and manufacturing stages. Careful consideration needs to be given to the retailer’s brief and also to the needs of customers. For the retailer the priorities very often are ensuring that the display is cost effective, eye catching, robust and ‘retail proof’.” Says Duncan Hill, Managing Director at HL Display.
When producing a display system HL Display are proud to always work on a prototype before rolling the display out across multiple stores. This is because they find that testing the initial design within a store will help to identify if the solution is tough enough to stand up to the retail environment. They find that when integrating technology it is especially important to test the prototype as
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