Health and beauty displays act as your company’s in-store ambassadors, showing shoppers what your brand stands for and the benefits of using your products. Your retail display should use techniques like cross-merchandising and interactive elements to engage with customers and draw them into the aisle.
You can implement these best practices to ensure your retail displays get the spotlight they deserve:
Integrate Strategic Product Placement
Product placement is the art of placing products to get the highest sales possible. You can strategically arrange products on shelves in a way that makes sense to shoppers in that aisle. Here are three tips for integrating strategic product placement:
- Enhance visibility: A key feature of product placement is ensuring your retail display stands out and is visible to shoppers upon first sight. Placing products at the right height and under the best lighting increases the chances of them noticing your product and putting it in their carts.
- Maximize accessibility: Your product displays should make it easy for shoppers to remove an item and put it in their cart. Tiered displays should be spacious enough for customers to reach in and grab the item.
- Tell a thematic story: Your retail display should share themes that resonate with your audience. It should show the characteristics that customers enjoy about that particular product, such as natural and organic ingredients or high-fashion designs. Use the theme to place the products in a way that tells the story. For example, themes that align with pure and organic ingredients should be kept with similar products, as customers looking for those items may walk past the other options and only look at the organic products.
Incorporate Interactive Elements
Health and beauty displays should make shoppers feel excited and included. You want customers to interact with your brand and form meaningful connections. Here are some beauty product placement strategies to add interactive elements to your setups:
Use the Try-Before-You-Buy Technique
Creating a beautiful display is always an effective way to get noticed, but making it interactive is the best way to be remembered. In the health and beauty aisles, testers are always a hit. They allow shoppers to try your products and experience the benefits for themselves.
Makeup artists providing quick demos or sharing pamphlets with reviews or before-and-after shots are all excellent ways to remove doubts and reassure shoppers before committing to the purchase. Ensure the space near your display has a mirror so they can see how the product looks.
Include Interactive Elements to Build a Connection
Interactive elements keep customers engaged with your display and have a ripple effect on brand loyalty. For example, including a small skin care or health care quiz that leads shoppers to their ideal product helps form a connection with your brand. It also reduces any frustrations the customer may have when checking out your product line.
Make Data-Driven Decisions
Trend analytics is essential to the beauty and health industry. Use data to improve your product marketing, and don’t be afraid to take advantage of global and local trends. Using data to power your design decisions can have a profound effect on how your target market perceives your brand and can broaden your consumer demographic.
Data-driven decisions would consider the following factors regarding the style, design and placement of your product display:
- Demographic skin type or common health concerns
- Trends in a particular style or aesthetic, such as minimalism
- Your target audience’s shopping patterns
- Increase or decrease in market demand for a specific product
Promote Employee Training and Engagement
Ensure the store staff is trained to strategically place product displays in high-traffic areas. They should also avoid cluttering your product displays with other products and check that they are always neatly stocked with your items only. During busy periods, customers might leave other products on your display, making it look unappealing and untidy. Marketing teams should check that the store regularly restocks and organizes the display.
Research shows that shopping is a social activity, and the social contact an individual experiences in the store affects the decision to purchase. Check that your in-store brand ambassador or the employees distributing samples at your retail display are knowledgeable about your product’s benefits and uses and can share this information with shoppers.
Find Cross-Promotion Strategies
Cross-promotion or cross-merchandising can improve shoppers’ experiences and encourage them to purchase complementary products. It works exceptionally well for smaller products, like lipstick or lip gloss collections, and health products meant to be used with other items, such as essential oils or protein powders.
Displaying complementary products in high-traffic areas can help prompt impulse buying. Set up an enticing display that creates a sense of urgency so shoppers won’t want to leave the store without purchasing your product. Here are some of the categories you can use to cross-merchandise:
- Usage: Set your display next to products typically used together with yours. It makes it easier for shoppers to locate the products they need without searching the entire store. Research shows that almost 94% of American shoppers spend impulsively, with emotional fulfillment leading motivation in the majority. Setting things up so shoppers can buy everything they need can increase impulse buying.
- Theme: Cross-merchandising products according to the theme is an effective way to get the attention of customers looking for products for a specific occasion. Valentine’s Day, Halloween and Christmas are some examples of occasions to implement thematic merchandising. At these festive times, customers are looking for products that fit the theme and will likely pick your item off the display if it’s with all the similarly themed goods.
- Top-selling: Placing bestselling items together draws customers’ attention and helps them find the top products easily. If you want your items cross-merchandised in this way, check that they’re placed with the best products but not the same products as yours. For example, if you have the best primer, your product display should be among other makeup steps like foundation and contour.
- Market basket analysis: This data can show you which products are often purchased together. Check that the store places your display around the items shoppers usually buy together.
Follow Seasonal and Trend-Based Displays
Identify the patterns that occur at different times of the year. Look at how the sales change throughout the year, specifically checking for moving averages with smooth fluctuations. Seasonal displays tap into what shoppers are looking for at that specific time of year. Creating effective seasonal displays requires customer-focused techniques.
During festive seasons, shoppers look for the story that fits their narrative. That could be keeping their families healthy throughout Christmas or feeling confident in their skin during social events. Your retail display should use text and pictures showing how your products can become a part of their stories.
It’s crucial to use the right design elements to reflect the season or trend. Use color psychology to get shoppers to associate your product with the holiday spirit, matching your brand colors to the hues associated with that season. For example, red, green and gold are common Christmas colors, while pastel pink and blue are typically Easter or spring shades.
Use Visual Merchandising Techniques
Visual merchandising is about motivating shoppers to purchase your products via effective shelf organization. Here are the most essential visual merchandising techniques that can help your retail display stand out:
- The products should be set at the shoppers’ focal point on the display.
- Your product display shouldn’t be congested by other displays. Space gives the illusion of luxury, so if you’re trying to market your products as being one-of-a-kind, then keep sufficient space around it.
- Shoppers tend to browse through the products at eye level, so if you have some products on the shelf and others on the display, ensure they’re all set at eye level.
Get Retail Displays That Work With Creative Displays Now!
Retail displays are an effective way for shoppers to engage with your products and become curious about your brand. Creative Displays Now! has over 60 years of experience crafting displays that draw attention and push sales. We prioritize sustainability and use 100% recyclable corrugated cardboard, giving your company a display that is as good for the environment as it is for your ROI.
Contact us for retail displays that appeal to your market and showcase the key selling points of your health and beauty products.
