7 Highly Effective Counter Display Ideas and Strategies
When it comes to point of sale marketing, counter displays are the name of the game. Your POS counter isn’t just where your staff check your customers out – as one of the best, last moments to market products to your customers, the counter is the final step in adding value to your customers’ purchase through enticing impulse buy objects. Here are seven ideas and strategies for maximizing your counter space through product displays.
Determine Your Overall Theme
Counter space at any POS terminal is usually at a premium. You’ve got to provide enough real estate for customers to lay down their purchases, but having a counter that’s too sparse and bare isn’t any good either.
More importantly than that, you need to decide the overall theme of the displays you do wish to have on your counter. These displays need to support not just the overall type of merchandise you’re selling – you’re not going to sell cigarette lighters at a bookstore, after all – but also have an overall theme.
To continue the bookstore example, having high-end bookmarks and reading lights stationed prominently on counter displays next to your POS terminal would make sense, and work to establish and reinforce the store’s overall theme.
Permanent Fixtures versus Moveable Displays
When designing your counter display, you’ll need to make a decision between using permanent fixtures as marketing stations or if you prefer to use moveable displays instead. While you may assume that one style of display has advantages over the other, both have good qualities that need to be considered.
Much of the issue lies in what types of merchandise you’ll have on display. Retail establishments that market “evergreen” items that don’t change with the season or with fashion trends are ideal for permanent displays, while merchandise that’s topical and closely related to new and emerging trends might be more suited to a moveable display.
Rotating the Content of Counter Displays
Even if you do decide to incorporate some permanent displays into your counter display strategies, this doesn’t mean that you can’t change the content of these displays. Rotating content is important, as a hardware store that has snow shovels in a display rack next to its POS in the middle of summer isn’t going to have as many sales as the hardware store that stocks American flags and beach umbrellas in the same place.
The decision to choose permanent over moveable displays plays another role here, as well – in ease of use. A permanent display needs to be restocked by hand, while most moveable displays – either a counter display or a floor stand – can simply be picked up and carried from one part of the store to another.
Rotate Displays Themselves
While stocking an old display with new merchandise will work well with generic, displays, with pre-branded floor stands and counter displays this simply isn’t an option. In such a case, it’s not necessarily a problem, as you can simply bring a disused branded display from the back of your store and station it near your checkout, removing the old display in the process.
Big, flashy branded displays are good at drawing the eyes of shoppers, especially regulars who notice something new about their favorite store. This often results in the merchandise stocked in the display or stand that was rotated in to sell better, thanks to its much more prominent location.
Reduce, Reuse, Recycle
Displays can often add a lot of overhead to your retail store. While a single display might not be much, costs can add up over time, and soon you could be spending more of your marketing budget than you ever thought when it comes to counter and floor displays.
The best bet here is to recycle older displays, updating them and keeping them fresh for new merchandise where appropriate. While you obviously won’t be able to do this with branded displays that come included with certain types of merchandise – and in fact you should avoid stocking branded displays with off-brand merchandise, as it tends to create a jarring effect for shoppers – you can certainly re-use plain displays several times as long as the dimensions of whatever you’re displaying will fit inside.
In many cases, clear plastic or acrylic display cases are often your best bet. They’re durable and easy to clean, and in the case of acrylic, they’re even safe to display food items on thanks to the fact that, unlike polycarbonate plastic, acrylic doesn’t leach BPA. You can even use dry-erase markers on plastic displays or fasten written or printed signage to them for additional marketing if needed.
Keep Your Displays Clean…
Finally, this last strategy may seem like a no-brainer, but it’s an important point to make: clean your displays often. Sometimes even the most impeccably clean stores will neglect the tops and sides of displays, letting dust and grime accumulate on them. This sends a terrible message to shoppers that there’s a lack of attention to detail at a particular retail establishment – even if that perception is far from the truth.
This issue is, of course, easily solved – add all floor stands and counter displays to the dusting, vacuuming, and cleaning schedules handled by either your regular staff or your dedicated cleaning personnel. Be assiduous in spot-checking these displays with the same rigor that you check POS counters to ensure they’re neat and clean before opening your doors to the public every morning.
… and Well-Stocked
Checking your displays regularly also means not just keeping them clean but also keeping them well-stocked. If you’ve got a bare, empty display sitting on your counter and you’ve got no extra inventory to refill it, don’t simply leave it there – remove the entire display and replace it with something else entirely. Empty displays don’t just send the wrong message, but they also take up valuable counter space that could be used for marketing other products you do have in stock!