Display Imagination in Item Displays

Constructing an imaginative in-store display of a product takes up time, effort, and space which could otherwise be devoted to another possibility for profits. But studies at Monash University, Queensland University of Technology, and Capital University of Economics and Business find that, when done properly, the imaginative touch noticeably activates shoppers’ purchase intentions. The influence derives from these displays both arousing pleasant emotions and highlighting product benefits. The best displays have been shown to generate unplanned purchases of regularly purchased product categories by almost 40%.
     Three success factors for imaginative displays are novelty, theme, and aesthetics. In one of the studies, a grocery store display for an energy drink consisted of a battle tank model positioned above a cuboid base constructed from cans of the beverage. This was rated by a group of consumers as more novel than a display consisting of just the cuboid base constructed using the cans. Then it was found that consumers exposed to the novel display—the one with the battle tank—expressed greater purchase intention for the energy drink than did consumers exposed to the other display.
     Additional analyses of the data attributed this difference to the display with the battle tank arousing stronger associations to an energy benefit. The theme of energy was successfully portrayed. In a companion experiment, the display with the battle tank depressed purchase intentions for a drink described as facilitating relaxation.
     Another set of studies used a display in the form of a bear stacked above a base constructed from bathroom tissue rolls. The other display was without the bear. The display with the bear was rated as more novel and more aesthetically pleasing. It also resulted in higher purchase intentions for the product. As to theme, the display with the bear was associated with higher perceptions of the bathroom tissue as strong. All this was true whether the featured item carried the well-known Charmin brand or the less familiar Sorbent brand.
     Even more creativity in displays could produce even better results. Where in the store the shopper encounters the imaginative display also will influence effectiveness. In studies at University of South Australia, placement at endcaps at the front of a store, facing the entrance or the checkout counters, uplifted sales by an average of 346%. Endcaps at the back of the store, facing the storage area or the building’s rear wall, uplifted sales by 416% on average.

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