Visual merchandising might sound like a complex retail science, but at its heart, it’s simply about displaying products in a way that attracts people to them, to look, touch and feel. Ultimately, it is about displaying products so you sell more. The best part? Anyone can do it.
The advice we share here today is for people who say I can’t do displays, I don’t know how, never have done one, I am no good at it, I wouldn’t know where to start.
Oh, and while we have written this advice for Australian newsagents, it is advice any retailer could follow.
Anyone can create a successful product display. Successful means a display that results in products being sold.
Here is our advice for creating beautiful, effective displays in your newsagency.
First things first, find your space. Start with a clean, flat surface in a good location within your store. This is your blank canvas.
The best display often looks like a pyramid, with your hero product, the star of the show, at the top of the pyramid. From this hero product, let other complementary products flow down towards the wider base of the display. Be careful not to overcrowd the space; you want customers to clearly see what you want them to see. The goal is a balanced, even look.
If the display is for a particular season or event like Mother’s Day or Christmas, make sure any posters or signs are placed with the display so shoppers can see it without having to look for it.
The best displays have a narrative or purpose. Think of yourself as a curator making editorial choices. A good display is a collection of items from multiple suppliers, categories, and segments that make sense together. This tells a story and allows a shopper to choose several items for a gift or for themselves.
We are not big fans of single product or single supplier displays. While suppliers love them because they act as a billboard for their brand, what suits them will likely not suit you. Your curated collection is far more compelling.
For a display of gifts, always be sure to include greeting cards.
From a colour perspective, a good display has no more than two core colours as its focus. You can use coloured paper to highlight certain products, but don’t go for a full rainbow effect.
While balance is usually key, there are exceptions. A display can look untidy, and that is okay in some circumstances. Imagine a fun, chaotic pile of Beanie Boos looking like they are exploding from a box—it’s eye-catching and fun!
Similarly, if you are promoting homewares, the pyramid approach isn’t necessary. Instead, go for something that looks more natural and relatable, as if the items were styled in a home.
Don’t treat this as an engineering challenge. The key is to keep it simple and fun! Take your time and enjoy the creative process. Remember that mistakes are okay; every display is a learning opportunity. The alternative is no display at all, and anything you create is better than that.
- Keep it Fresh: Don’t leave a display up for too long. Our advice is one week, or two at the absolute maximum. Knowing a display has a short lifespan helps you allocate the right amount of time to create it. If you’re not sure how long to spend, set yourself a one-hour time limit and get it done.
- Ask for Feedback: If you are new to this, ask for opinions once you’ve finished a display. Learn from the feedback. Each display will be an improvement on the last.
- Track the Sales: While the opinions of others can be nice, what truly matters from any display is the sales it achieves for you. Be sure to track this data, as it will inform your future choices and help you understand what your customers respond to.
A final note to others who may be around when someone is creating their first display: we all did our first display once. Be gentle and encouraging.
