It seems like a simple concept, something every retailer and brand should know. But the reality is that many brands don’t have displays in stores that carry their products. Or they have displays but aren’t aware that they are empty or unkempt. The sentiment translated by a mannequin display missing clothing is a far cry from the retailers or the brand supplier original intentions.
Also important: enough displays. Our research shows that the more displays a store has the higher its sales. Just one additional display can bring in an additional $30,000 in sales over the course of a year. What’s more, the number of displays in-store should directly correlate to the size of the product’s presence on the sales floor. A small pop-up might have one central showcase, such as a display table. A brand that dominates an entire section of a store should feature several displays of different types: a mannequin to showcase clothing combinations, a display wall that shows different colors of one clothing item and a window display to catch a customer’s eye as they pass the store. Each type of display has a different impact, but all contribute directly to the store’s and brand’s bottom line.