If you are in the business of offering a product in retail stores, one of the best ways to attract customers to your product over a competitor’s is by implementing a custom display. If you product stands out and really “pops” so to speak, it will catch the eyes of your potential customers. Studies have shown that visually appealing products on the shelf attract consumers attention, and increase the amount of time spent looking at these products! The best part? A custom display can be designed to target your ideal customer base.
Putting your Display to Work
So let’s say that your company is looking to put your product up for sale, and let’s say for the sake of argument that you sell cosmetics, and you want to put them in a retail location, or maybe your product is a specialty beverage that you want to sell in an upscale liquor store. A well thought out custom display can, and will increase visibility. Taking into consideration the amount of time a customer will spend scanning the sales floor before heading to one display or another, keep in mind that consumers unconsciously tend to search for environments that create a positive mood and are inviting. Why? Because most purchasing decisions are emotion driven. Using the most optimal display type, whether it’s acrylic, plexi, vinyl or chipboard, and being mindful that size, shape and color can all be deciding factors for increasing sales, you want to give your display a great deal of thought. Given the fact that according to POPAI (Global Association for Marketing at-Retail) 60% of purchases are decided right in the store, why leave it to chance? Give your brand the boost that it needs! Put Benchmark Displays to work for you and let us show you what we can do to increase your product’s sales!
By definition it means given, or felt by each other toward the other, as in mutual respect, or corresponding, matching, complimentary, equivalent. It’s an adjective, so it conveys action. And why is it important? Because in business, as in everyday life, it can mean the difference between success and failure. It’s about letting your customer’s know, through your actions, that they are important to you.
As a personal example, I have started bringing coffee in for some of my co-workers on Friday mornings as a sort of “we survived another work week” celebration. I get the coffee at a Starbuck’s that is a little bit out of my way (yes, I know there is usually one on every corner) but this one is not along my usual travel route. The reason I go to this one in particular is because the barista’s at this location have made it a point to remember my name, my usual order, and they even put smiley faces on my cup! Now, it may not seem like a big deal in the grand scheme of things, but it makes me, as a customer feel like a VIP, so I am a loyal patron there every Friday morning. The point is, making a customer feel special doesn’t necessarily involve some grand complex gesture, sometimes it simply means answering the phone with a smile, or remembering a person’s name without having to ask twice. These are small gestures that can go a long way towards eliciting a positive response from the receiver, namely, developing a long standing relationship with a client or customer.
Not Only Meeting, But Exceeding Expectations!
Many of us are familiar with the company Zappos, at least most women will be. They are an online store that specializes in shoes and clothing, and they have become extremely successful the past several years, despite the fact that they do very little advertising. The key to their success? Word of mouth. I personally learned about them through a couple of friends who had made purchases, and both told me that they were pleasantly surprised by the expedited shipping, with items being delivered within a day or two of purchase. In fact, Zappos often gives surprise free upgrades to overnight shipping for customers, though their website reports that delivery will take two to five business days. Talk about under promising and over delivering! Another noted example of their stellar customer service was when a woman called to return a pair of boots for her husband because he died in a car accident. The next day, she received a flower delivery, which the call center rep had billed to the company without checking with her supervisor. It is examples like these that explain why Zappos has become so successful, and why 75% of it’s business is from repeat customers.
The moral of the story may seem obvious, but in a world where most individuals have an abundance of options when it comes to purchases, these examples show that sometimes even small kindnesses matter, and that even one small act of goodwill can mean the difference between a one- time purchase, or gaining a customer for life.
Benchmark Displays is pleased to announce the launch of it’s newest website, benchmarkvinyl.com. In addition to our other great products, including acrylic and styrene point of purchase displays, by offering vinyl we are able to give our budget conscience buyers an affordable alternative for advertising they’re must have products! Remember, we’ve mentioned in previous posts, the importance of grabbing a consumer’s attention right out of the gate, or I should say, right through the front door.
This is where rigid vinyl shelf wobblers, otherwise known as shelf talkers, danglers and shelf strips come in handy. As a customer is making their way down the aisle, these little guys are what get your product noticed. For example, I recently walked into a wine superstore for the first time, and as I meandered up and down the aisles, I was a bit overwhelmed by the huge selection. An employee must have noticed my furrowed brow, because she asked me if I needed any help.. “We have over 800 different Pinot Noir’s she said, and if you’re confused now, don’t go down the cabernet aisle, we have over 1100 different cabernet’s to choose from”. Not that I need an inducement to drink, but it can be hard to make a decision when faced with row upon row of libations, every bottle starts looking the same after a while. So what helps me, along with countless other customers make a decision? Shelf talkers for one. They get your attention and tell you just enough about a product to help you decide for or against. Please note, I did say “just enough” about a product. In other words, you don’t want to overwhelm your customers with too much information, otherwise they won’t read it at all. Make it easy to read, perhaps add a fun little tidbit about the product, and above all else, avoid adding disclaimers and terms of sale, as this can be off-putting.
One other thing I noticed was that companies are also putting QR codes on the shelf talkers that you can scan with your smart phone. They usually take you to a landing page on their website where you can learn more about the company and their products. Clever! Most of these shelf talkers, wobblers, danglers, silent salesmen, whatever you want to call them, are made of rigid vinyl, a low cost, high impact way to advertise, that offers you the flexibility to change them out about once a month as you bring in new merchandise or offer sales and special pricing. By the way, in case you were wondering, I did finally choose a good pinot, and I even scanned the QR code to find out a little more about the winery. You learn something new every day!
With all the news about global warming and climate change, it is time to start considering ways to reduce our carbon footprint in personal and work life. Statistics show that 70% percent of Americans believe that global warming is very real. Off course, 92% percent of all statistics are made up on the spot, so take it for what it’s worth. When it comes to your ability to contribute to the betterment of the world in relation to your business, it’s vital to sit up and take notice
Benchmark Displays began way back in 1983 as Taymar Plastics. Successfully designing, making and marketing virtually millions of plastic brochure holders, promotional literature racks and product displays was the mainstay of our business for more than twenty five years. Then, the national conversation turned to bulging earth-fills and environmental sustainability. First a few and then many of our customers in the pharmaceutical, financial, food, retail product manufacturing, automotive and national retailer industries told us that new, internal company policies required that environmentally friendly and recyclable materials be used for their point-of-purchase brochure holders and custom product displays. Acrylic and Plexiglas displays were no longer welcome in certain settings.
Paperboard packaging was the obvious and simple solution. Chipboard or cardboard can be made from recycled newspapers and corrugated shipping containers or made from virgin wood chips but in either case, it’s biodegradable and eco-friendly. Benchmark Displays, our new brand and identity, quickly added the capacity to furnish all types of brochure holders and product displays produced in our family-owned factory. These displays can be screen or digitally printed with company logos and product advertising if the requirement is small in quantity or litho printed if the quantities are larger.
So, if you are looking for ways to display your products and promotional literature while still being conscientious of the environment, then cost-effective paperboard displays are a great bet!
We only have one world to live in, (unless you know something that we don’t) so it might be time we all try a little harder to take care of it. While recycling has long been touted as a way to help the environment, we are finding out ways to reduce our carbon footprint in everything that we do. Cars are becoming more economical in regards to fuel consumption, for example, you can now get a car that is the size of a large shoebox, which reduces the amount of fuel you will need (for obvious reasons) and more people are choosing mass transit or carpool as a method of transportation. There are more and more packaging options being made out of recycled products, and because brands typically update their packaging every couple of years, cost is no longer a large company’s biggest concern.
The good news? It is possible to do your part when it comes to your business, Benchmark Displays is more than happy to do its part in reducing our own little carbon footprint!
We’ve all heard the expression “you only get one chance to make a first impression” right? And let’s face it, we’ve all had that “first impression” experience, over and over again actually….whether it was a job interview…ugh! Or first date, even bigger UGH! And there have been some good, some bad, and some, yes, you guessed it, heinous! (You thought I was going to say Ugly, didn’t you?) You know the one’s I’m talking about? The first date with the “nice” guy or girl your friends set you up with…who as it turns out spends way too much time talking about HIS or HER feelings, (that and their cat skizzy)…or the employer who spends 20 grueling minutes interrogating you for the only open position they have, and then he/she asks that impossible question they all seem to ask, describe one of your biggest flaws…and scratch! You blew it….Next….
So where am I going with this? Well, when it comes to retail, I have discovered that first, as well as last impressions are critical. Let’s face it, all of us are inherently visual, we are drawn to what we perceive is attractive….that’s why exhaustive research and expense has gone into case studies, and customer surveys… What color should our packaging be if we sell high carb protein bars? Studies have shown the color green increases a person’s appetite…Also, scent marketing has become hugely popular, because again, studies have shown that scent has a proven impact on buying decisions.
The same can be said of brick and mortar retail stores. A customer, such as me walks into the store, and where do my eyes land? On that visually stunning custom display I see directly in my line of sight. The one with the amazing new and improved 100 SPF sunscreen and the stunning bronzed gods and goddesses wearing next to nothing. Wow, I suddenly want a tube or two, despite the fact that I live in far north Alaska and my body hasn’t seen the light of day in more than a decade! In the cart they go… and I’m off… cruising up and down the aisles, distracted and suddenly I forget the one thing I came here for… By the time I make my way to the register, my shopping cart is loaded with essential as well as non essential items I must have… and take note retailers, here’s your final chance to get my attention before I walk out the door. There it is! Another custom POP counter top display, hair extensions in various colors! So I horde. After all, they’re on sale, a close-out special… Never mind that I’m pushing 80 and have virtually no hair left on my head! With these beauties my grandkids just might invite me out to a club. And so it goes. With all the competing brands out there, you need to grab a customer’s attention. You’ve made a great product, so now what? If you haven’t gotten the hint yet, how can you make your merchandise stand out? In a nutshell, make it appealing! Showcase it with a well thought out custom display. Whether your display is acrylic or more eco friendly like chipboard, your goal is to make me think your product is the one I just can’t live without!