One of the biggest industry contributors to the UK economy, the food and drinks arena is constantly growing, driving the need for key stakeholders to up their competitive edge. For independent retailers and manufacturers, this implies a need for innovative branding and insightful marketing strategies, both carefully designed to separate you from the crowd.
As the second most popular advertising platform in the digital arena, social media saw a global ad spend of $247.3 billion in 2024, making it a must if you’re serious about staying ahead. These numbers are expected to increase exponentially between now and 2028 as businesses take advantage of its ability to target specific consumer demographics with laser precision.
Aside from that, User-Generated Content (UGC) is a highly effective way to get your products seen as food and drinks enthusiasts share their favourite buys and give recommendations about where to shop, party and dine.
However, to get the right kind of attention, all content must be on point. So, whether you’re planning a reel for a paid ad or hoping that your fabulous shop display will spread like wildfire organically, there’s a lot to be said for standout countertop displays.
Here are some ideas that will extend your reach.
The power of Instagram
From a food and beverage perspective, Instagram is one of the most successful online platforms available, driving highly palpable exposure to an almost limitless audience. Here’s why.
User base
Culinary posts engage 39% of the platform’s users, making it more popular than things like fashion and travel.
Visibility
Comprising mainly images and reels, it’s the perfect way to showcase consumables, fuelling engagement, impulse buys and brand awareness.
Targeting
You can set parameters around specific demographics to make your campaign more intentional.
Engagement
It’s interactive, so the appeal of every post can be gauged through comments, likes and shares.
Brand building
Showing candid content around your brand values will enable you to build strong relationships and foster customer loyalty.
Traffic management
Hashtags and profile links will drive traffic to your website and streamline buying processes.
Collaborations
You can also leverage your marketing by teaming up with popular influencers who will spotlight your products and drive sales.
If you’re an SME who hasn’t yet dipped your toe into the social media stream, we suggest you consider it a priority for your summer campaign.
What makes a countertop display Instagrammable?
Whether you’re an independent deli owner, have a garden centre shop or deal in fine wines, visual merchandising plays an essential role in promoting a wide spectrum of food and drinks products.
In-store, the goal is to make your offerings look desirable, fresh and quality-driven, creating the emotional connection that inspires customers to give in to impulse buys. And that means building a multisensory experience that ticks all the boxes.
How is this related to Instagram? Well, whether you publish a post yourself or entice shoppers to take a few ‘shelf-indulgent’ snapshots for their own feed, outlets who excel in this type of marketing are more likely to go viral. And that means you’ve hit the follower jackpot when it comes to putting your brand firmly in the spotlight.
8 Merchandising tips that will attract attention
With gastronomy, quality can be depicted using several elements that transcend just taste. And the more appeal your displays portray, the more the perception of value increases.
These concepts will help you zero in on a successful campaign.
1. Plan around a theme
Give your countertops purpose by using one thematic idea that ties everything together. Seasonal events like Spring, Easter, Halloween and Christmas are the most obvious, but you can also capitalise on big sporting events, summer sales, you store birthday celebrations and anything else that comes to mind.
This will set the tone for the final details and dictate the type of food and drinks products you’ll be promoting.
Hot tip: Storytelling is essential because it creates emotional connections with your brand, fosters loyalty and encourages social media coverage.
2. Exploit consumer buying patterns
There are some definitive consumer behavioural patterns related to gastronomy which should be incorporated into your strategy. These include:
- Product positioning – shoppers pay more attention to goods that are at eye level.
- Display layouts – front of store and end of aisle displays attract the most attention.
- Cross merchandising – grouping interrelated products together, encourages multiple purchases.
Statistics show that poorly planned layouts fuel frustration and lead to less sales, so make sure you pay attention to all the details.
Hot tip: Understanding the general needs and demographics of your audience is the key to getting your promotions right.
3. Find attractive display solutions
Presentation is everything, and every unit you choose mirrors the aesthetic of your space.
A sophisticated deli selling gorgeous gastronomy that always turns heads needs countertop risers that do the same. Or, for a farm shop vibe, invest in rustic wooden units that create a more natural environment.
Hot tip: To keep fresh food looking as good as your countertop display solutions, brush or spritz it with water or oil. Especially if it’s starting to dry out.
4. Embrace colour psychology
Colour plays a massive role in visual merchandising, eliciting a range of emotions that can either discourage or inspire. Here are some pointers:
- If you’re aiming for something natural, earthy shades of green and brown work well and give extra appeal to artisanal, organic or fresh foods.
- For energy or to encourage appetite, oranges and reds are ideal. Using them sparingly as an accent will attract attention.
- Bright colours like yellow and green are perfect for spring promotions, bringing freshness to your aesthetics.
- Black and white themes are hands down the best option if you’re looking for premium appeal.
Hot tip: If you’re using a countertop with a backdrop, ensure that it’s in a neutral colour. It won’t detract from the main event and will facilitate better photographs for those Instagram moments.
5. Be picky with your packaging
An extension of your brand, packaging is the backbone of any campaign, making your products pop on the shelves.
Focus on functionality and design first as these two elements will determine how luxe your merchandise looks.
From wooden wine boxes and wicker hampers to card carriers and containers with clear lids, we offer hundreds of options that can be branded according to your needs. If you’re feeling spoilt for choice, ask our expert team for help.
Hot tip: Sustainability is trending on Instagram, so look for items that flaunt our “eco plus” sign.
6. Light it up
Lighting makes or breaks the impact of your display and is one of the most effective tools in visual merchandising. From spotlighting your products to making all the details stand out, it has the power to change customer perception.
Warm (yellow) lighting is great for enhancing the rich tones of chocolate, baked bread and pastries, while cold (blue) light intensifies freshness, complimenting items like ice cream and newly harvested vegetables.
Hot tip: Instagrammers should use soft, natural light for their food photography to bring out the best aesthetic.
7. Practice layering
Play with different heights to keep things organised, help maximise space and give your customers easy access to every product.
These tricks add to a seamless experience, making impulse buys and Instagram posts inevitable.
Hot tip: Create layers by using different textures – it will ensure a picture-perfect aesthetic.
8. Make use of props
Stylish props will upgrade your displays, tell your brand story and show how different products can be used together.
Use things like hamper boxes, fresh flowers, herbs and seasonal fare to create unique landscapes without having to fork out millions.
Hot tip: Pairing great gifting solutions with your food is a great way to inspire corporate gifting ideas.
Shop the best countertop display solutions at WBC
We have everything you need to make your countertop displays magical, so call our team today and we’ll get you retail-ready for summer.
