How
important are retail store fixtures
when it comes to how consumers choose whether to buy an item or not? This is a
question that is brandied about throughout the retail industry on a consistent
basis. In a world where technology is growing at an unprecedented and
exponential rate, answers to this question are of vital importance to any
retail store owner. And, of course, there is the simple answer that attractive
looking items sell merely because they look good, but recent research has shed
light on the subtle effects of retail store fixtures on consumers.
Humans are
highly visual creatures; able to distinguish between a wide array of varying
stimuli. And, with each bit of visual information we take in, we have the
cognitive ability to process multiple pieces of stimuli at once. This fact
makes it a bit tricky for retail store owners when they’re choosing the right
mannequin, shoe display, or jewelry display to use. However, when taking into
account some common and natural associations the majority of consumers make,
choosing the right way to display your products doesn't have to be quite so daunting.
The Science Behind Consumers’ Choice
According to
University of Minnesota researcher Joan Meyers-Levy, “Retailers cannot directly
control shoppers’ perceptions of their goods, but they can anticipate or
manipulate the kind of cognition self-view their target consumer uses.” In
other words, no one can control a customer’s mind, but can make well informed
choices when putting together retail store fixtures that will attract
attention. So, based on this research, it is possible to design something like
a store front window that subtly attracts consumers into a business owner’s
store.
Variables
such as demographics, brand recognition, and attractive looking merchandise can
actually affect a consumer when they’re deciding whether or not to purchase a
product. Keeping these facts in mind, the way that merchandise is displayed in
a store becomes very important. For example, if you were to display a pair of
shoes on a wooden display rack, a consumer will most likely associate those
shoes as being more traditional and folksy, while displaying the same shoes on
a glass display rack, the same consumer will associate those shoes as being
more slick and modern.
If you’re
interested in retail store fixtures for the modern age, call us toll free at:
(800)-325-1030