Retail Display Research

Through examination of product displays in a couple of different supermarket chains, I noticed a few trends. The ends of isles generally advertised the best current sales with large signs declaring the discounted price above them to draw the eye. These are highly visible, sometimes even from outside the store, which makes them great for drawing customers further into the shop, which may lead them to a number of products that jump out at them along the way. The area around the registers is for the merchandising of impulse purchases like magazines, drinks, and chocolate bars. These are merchandised near the end of the shopping transaction as a last grab for small extra sales. The fresh produce section is full of well organised and well lit displays that use the bright colours of the food to draw the eye. Often the displays of fruit and vegetables will have step-like prop shelving that slants upward and involve use of mirrors, all to make the display look more bountiful. Isles contain products of a similar nature to ensure the shopping experience is straightforward and intuitive for the customer. If products are easy to find, they are easier to buy. Customers are also likely to find another product they could buy of similar nature when searching for something specific, like party supplies. Clip strips are hung through isles with products that don't necessarily directly relate to the subject of the isle, but are just things that average people generally need, in order to promote more impulse buying. Some new products are emphasised with their own temporary cardboard displays. There are also large cardboard displays for any promotions being run by the store at the time, like Jamie Oliver's association with Woolworths. Essentially, any products or deals that are new are emphasised as being exciting with brightly coloured eye-catching tickets. Fresh produce is kept looking well-lit, well-stocked, and well-considered in placement, and the isle designs will use natural green imagery to promote the idea of freshness.