HOW TO CHOOSE THE BEST FINISH FOR YOUR DISPLAY
Choosing the best finish for your point of sale displays comes down to one simple question:
What invites the customer to interact with your product?
After all, a purchase involves much more than merely seeing your product—it has to create an emotional connection with the consumer. This is the key to customer loyalty. A finish that complements your product will separate it from your competitors.
To gain perspective on how the right finish can draw attention to your product, let’s take a brief, imaginary tour of a major retailer like Wal-Mart. Because so many products are competing with each other for the customer’s attention, it’s even more important for the finish of the display to spark an emotional connection with the consumer.
Now, follow us as we approach the store and open the door…
Soft fabrics such as sweaters are presented neatly on a table where you can easily pick one up and touch it.
Perhaps in the corner, in a display of complementary colors, there’s a line of bath spa products, presented in a bamboo-accented POP display. If you visit the home improvement area, you have extensive samples of paint “swatches” where you can easily pick them up for closer examination.
2. Initial impression
All these finishes work together to create an initial impression of each product.
The sweaters invite you to touch them, implying that the manufacturer has confidence in its product and welcomes closer inspection.
Natural finishes such as bamboo create an Eastern, holistic theme of relaxation—you’re likely tempted to smell one of the bath soaps.
Convenient paint swatches on “take-home” paper encourage customers to interact with their product, perhaps seeing which combination of colors works best for a room renovation.
3. Interaction and engagement
engaging retail display with hanging products from hooks interactive already mentioned the sweaters. One of the facets that make them so inviting is that the display doesn’t compete with the product. Shelves that poke out at sharp angles and a rough finish like wrinkles or hammertoe wouldn’t be appropriate. Instead, the display encourages customer interaction.
Likewise, a display featuring power tools will want a finish that evokes a feeling of strength and durability. Often, a silver, metallic surface conveys this message.