Visual Merchandising 101: Visual Displays Related to Special Events

Grocery Retail Display for 2011 Super Bowl (Gainor, 2011).

Hi everyone - welcome back! This week's Visual Merchandising 101 post will be about displays during special events.

In the picture I am highlighting above, you will see a Super Bowl display that is merchandised in a grocery store. What do you see that stands out to you? With displays for any special events, stores can think of endless opportunities and ways of how they can present product to their customers...ranging from floor displays, table displays, endcaps, and what this picture displays, a point-of-purchase display.

POP DISPLAYS

The main focus of these displays is to "use signage, visual content, and interactive elements to guide visitors through the store or provide in-depth information about a brand or its products" (Structural Plastics Corp., 2022).

Using the Super Bowl Display I have provided as reference, let's dive into some of the areas that really call out the 'why' behind how it effectively merchandises with the special event.

Message: This display is clear to the reasoning behind it is being merchandised by this grocery store - the 2011 Super Bowl. Whether a display is based on a special event or occasion, or within a particular section of a store to call out related product offering, it must be easily visible to the customer what the overall purpose is and stand out to them/be engaging to them.

Fixture: In this display, you will notice that cardboard 12-pack soda cartons are the focal point. Going a step further, you will see how around the display product is stored that is more than just soda - this display is an easy 'one-stop shop' for customers to grab all the essentials for the big game day.

Signage: The display itself spells out to customers that it is for the 2011, XLV Superbowl; again, making clear the message to customers. Looking further, notice how all the product is clearly highlighted with ongoing sales that enhance the customer to stock up on these essentials. Customers want to clearly see the price of product merchandises and know what the best product is for them to grab so they can get a great deal. Accurate signage is not only benefiting the store's gross profit so customers stock up on items and build their basket, but it is also a law in all 50 states that stores have accurate pricing on all products merchandised.

Complimentary Product Offering: POP Displays are crucial to customers stocking up on products that go hand-in-hand with one another. Within the Super Bowl display pictured above, this grocery store did a fantastic job of merchandising like items together. Whether it is a party or just stocking up on their favorites, customers can get their favorite choices of soda, in addition to snacks like chips and dip, and also plates/cups/napkins as well. This makes it quick and easy for customers to get all they need!

FINAL THOUGHTS/HOW TO MOVE FORWARD

Whether you are merchandising for an everyday display, or merchandising for a special event, you want it to tell a story and appeal to customers as soon as they walk into your store. No matter the display, you want it to 'call out' to your customers and have it be engaging to them, making them want to go to it, visualize what is being merchandised, and make them want to buy from it! Make sure it is CNO (clean, neat, organized), accurately signed for pricing and any sales going on, and regularly checked it is well stocked.

Please continue to share your feedback or ask any questions you may have - I would love to help you succeed! I will leave you with these next steps:

1. What is your current process with displays in your store? Ensure it is a team effort, and all team members are trained and consistently coached on what good looks like.

2. What events are coming up? Do you currently merchandise based on current events? Be sure to plan out certain displays that will relate to current events and appropriately follow through with the displays.

3. Be Bold! Don't be afraid to think out of the box. This does not mean you have to go crazy with building a display, sometimes something simple that calls out a message can go a long way; think of something that fits your customer base and will be eye catching to them, forcing them to stop and look, and want to buy something else to build their basket size.

-Kevin

References

Gainor, B. (2011, February 1). The Greatest Super Bowl Grocery Retail Displays of 2011. Partnership Activation. https://brian-gainor.squarespace.com/sportsbiz/2011/2/1/the-greatest-super-bowl-grocery-retail-displays-of-2011.html

Structural Plastics Corp. (2022, January 26). The Ultimate Guide to Designing an Engaging Retail Store Layout retail store layout. SPC Retail. https://spc-retail.com/the-ultimate-guide-to-designing-an-engaging-retail-store-layout/