With ever-popular events like the Farm Shop and Deli Show doing the rounds this summer, it’s time you started preparing your stand design. Because, if you want to make oodles of cash as a food or drinks trader, getting your visual merchandising right is non-negotiable.
Attracting the attention of thousands of shoppers (all with different tastes) is no easy task and requires insight into consumer behaviour, promotional opportunities and current trends. However, with careful planning and a few good BRIX®, you’ll be sorted in no time.
Here are some pointers to help you along.
The basics
Most of you will already know that visual merchandising is a marketing tactic that uses a mix of design components to create impactful in-store aesthetics that draws in the crowds.
Effective and (if you’re serious about business), necessary, it’s an integral part of the retail industry, empowering shops to distinguish themselves from the crowd.
To get it right, considerations should be given to:
- themes that tell a story
- great lighting elements that spotlight your wares
- easy-to-read signage
- strategically placed merchandise
- the psychological use of colour (to get an emotional buy-in from consumers)
- retail furniture that accommodates all of the above.
Other elements like sustainability and interactive digital merchandising solutions have recently crept into the equation, making it an ever-fluctuating science that changes with each new season and trend.
Adapting standard visual merchandising practices to suit trade shows
While point-of-sale, end-of-aisle, island and window displays are all part of a standard shop layout, working with a limited stall space presents its own set of rules. And this calls for a fresh approach.
If you’re a first-time trader wanting to look like a pro, we suggest you take some of these additional guidelines on board. They’ll help you build your brand, increase sales and ultimately grow your market share. What more could you ask for?
Make good product choices
Put your bestselling (and most relevant) wares in the spotlight. To ensure high profits, you’ll need to figure out which of your goods are most likely to sell.
Grab attention
Forty eight percent of seasoned marketers believe that an eye-catching display is the best way to garner consumer curiosity. So, to avoid window shoppers, make sure you lure them in.
Be immersive
Attendees are searching for a sensory experience, especially at food shows. And we recommend you give them what they want.
Pique their interest with aromatic smells, delicious tasters, the sizzle of the grill (or whatever sounds match your offerings) and products that they can pick up and look at.
Interact
If you have the means, include demonstrations, touch screens or participative elements in your offerings. People love to get involved.
Strategise
Your core products should be placed at eye level to maximise visibility. After all, they won’t buy them if they can’t see them
Embrace consistency
Good marketing practices dictate a correlation between your physical outlet and your market stall. This will help you maintain your identity and create a link between customers and your brand.
Bottom line? Make sure your signage, colour choices, messaging and visual elements are on point.
Get social
Use social media to let your followers know that you’re going to be exhibiting – and keep on posting throughout the show. It will spark a buy-in, which is why 31% of exhibitors adopt this as part of their strategy.
Focus on sustainability
Eco-friendliness is in demand, so opt for retail and countertop display solutions that reflect your commitment. If you’re attending an event aimed at farm shops, delis and contract caterers, it’s also the appropriate thing to do.
Other considerations
- Cross-merchandising your displays boosts sales by 20%.
- Giveaways are used to draw in visitors by 34% of seasoned marketers.
- If your logo is clearly on display, 70% of shoppers will remember it.
Simple ways to ensure lead generation
A beautifully designed stand will definitely attract an audience, but if you want to optimise your lead generation, we suggest you:
- monitor what’s selling and what’s not so you can make changes if you need to
- showcase your promotional items
- group complimentary products together to encourage impulse buys and bigger sales
- use this arena to launch new lines – it will generate excitement
- keep your visual merchandising aligned with the season, audience and intent of the show
- get customer feedback – it’s how you learn and grow.
Choosing retail furniture that works at a trade show
You might find that you aren’t attracting enough attention or that your layout isn’t as seamless as you thought it would be. So, remaining flexible is key.
Our experts will tell you that one of the best ways to solve unforeseen issues is to invest in modular furniture. And we suggest you explore the BRIX® range.
This versatile offering can be configured and reconfigured to suit your needs without manuals or tools... in less than an hour, we might add!
Modules include:
- building blocks
- shelves
- countertops
- plinths
- wine walls
- kiosks
- bar units
- charcuterie display racks
- island displays
- bakery stands
- hanging shelves
- carts.
With all that available, you’ll be able to pick out whatever you deem necessary, without breaking the bank
Order your BRIX® from WBC
Not only has BRiX® become a must-have for our top clients, but we also use them whenever we’re at a show. And we have to say, they’ve saved our bacon!
To find out more, call our sales team today or come and see them for yourselves by booking an appointment at our Herne Hill showroom. We look forward to helping you become a hit.
