Creative Display Lessons SMBs Can Learn from the Retail’s Big Boys
may not have the billion-dollar marketing budget that Target has, but that
shouldn’t stop integrated marketers from cribbing some of the big box store’s
best ideas for displays and signage.
The Teacher: Abercrombie
word for you: ABS-vertising. Those
shirtless models who graced the stores’ entrances in the late 2000s were a
potent extension of A + F’s more traditional signage: their presence
underscored the brand, helped to steer foot traffic to the store, and conveyed
exactly what the retailer had on offer.
lesson: How can you bring your signage to life (other than using shirtless
models)? Can you use actual product instead of pictures? Flowers and plants can
also add a touch of three-dimensional life that draws consumers in.
The Teacher: Ikea
legendary wayfinding signage is a thing of strategic beauty. It goes so far
beyond a left or right arrow and instead creates an opportunity for branding,
engagement and, most importantly, more sales.
lesson: Even small stores can benefit from this spirited approach to wayfinding.
five types of signage makes your store more visually appealing while
strengthening your overall brand.
The Teacher: TJ Maxx
(or Best Buy, Target or Sephora)
talking about all of the impulse buys lined up on either side as you snake your
way through a checkout line. This POP marketing does much more than simply
boost sales of random products: it offers an opportunity for engagement. It
lessens the likelihood that a customer will walk out of the store empty-handed.
In a way, it is a chance to tailor the customer journey so, over time, you’ll
have more loyal customers who spend more money with you.
lesson: Use displays that make merchandise feel personalized and relevant. Keep
current, and clean. Get creative about enhancing the actual,
physical customer journey.
The Teacher: Target
2016, Target completely made over their signage and displays. One of the
biggest, but most subtle, changes was how they approached lighting. Just a few
simple tweaks, like ditching fluorescent bulbs for softer LED lighting, was all
it took to make their POPs
pop even more.
lesson: You don’t even have to use new lighting to make your signage and
displays stand out. Look at how color can make your existing displays pop. Make
sure important signs and POPs are positioned in an area with less visual
clutter to compete with.