Your amazing cosmetics get lost on crowded retail shelves. This means sales suffer, and your brand fails to stand out. Custom displays fix this by making your products shine.
Custom cosmetic displays boost sales by catching the eye, build brand awareness with unique designs, and enhance in-store appeal by creating an engaging shopping experience. They turn a simple shelf into a powerful marketing tool for your brand.
I’ve been in the commercial display industry for over 16 years. I've seen firsthand how the right display can transform a product's success. It’s not just about holding items; it's about creating an experience that stops shoppers in their tracks. Let's dive deeper into exactly how this works and why it’s so important for your brand.
How do custom displays directly boost your sales figures?
Are your sales numbers flat despite having a great product? Shoppers walk right by, not noticing your items among a sea of competitors. A custom display puts your product in the spotlight.
Custom displays increase sales by creating a focal point, encouraging impulse buys, and making products easy to grab. They guide the customer's journey, placing items at eye level and using smart design to highlight promotions, leading to higher conversion rates at the point of sale.
From my experience, a display is your silent salesperson. I remember a client who launched a new line of face creams. They were placed on a standard shelf and sales were slow. We designed a simple, elegant countertop display for the checkout area. Sales for that cream tripled in the first month. The display did the work by placing the product right where customers make last-minute decisions. It's about creating the right opportunity for a sale at the perfect moment.
The Science of "Grabbing" Attention
It all comes down to controlling the customer's focus. In a busy store, you have seconds to make an impression. A custom display uses color, shape, and placement to interrupt the customer's scanning pattern and draw them in for a closer look.
Key Factors for Driving Sales
A display designed for sales considers every detail. Here is a simple breakdown of what we focus on when designing for clients:
| Feature | Standard Shelf | Custom Display |
|---|---|---|
| Placement | Mixed with competitors | Prime spots (end caps, counters) |
| Visibility | Easily overlooked | High-impact, eye-level |
| Messaging | None | Clear call-to-action ("New!", "Sale!") |
| Interaction | Passive | Encourages touch and trial |
How can custom displays build a memorable brand identity?
Does your brand message get lost in a cluttered retail environment? Customers might see your product but then forget your brand's name a few minutes later. Custom displays can change that.
Custom displays build brand awareness by consistently using your brand's colors, logo, and unique shapes. They tell a story and create a mini-branded environment within the store, making your brand instantly recognizable and memorable long after the customer leaves.
Building a brand is about consistency. I worked with a startup skincare company that had a very strong "natural and organic" identity. We designed their displays using unbleached, raw-finish cardboard with simple green print. It wasn't flashy, but it perfectly communicated their brand values. When customers saw that display, they immediately understood what the brand stood for, even before reading the product label. This consistency across all their retail locations helped them build a loyal following quickly. It’s not just a display; it's a physical piece of your brand's story.
Your Display is Your 3D Billboard
Think of a good display as more than just a holder for products. It's a communication tool. The materials you use, the shape you create, and the graphics you print all send a message about your brand's quality and personality.
Core Elements of Brand-Building Displays
- Consistent Visuals: Using your specific brand colors and fonts is the first step. This makes you recognizable from across the store. A customer who loves your brand should be able to spot your display instantly.
- Unique Structural Design: A display shaped like your iconic packaging or a key ingredient can make a huge impact. For a brand that used honey in its products, we created a display with a honeycomb pattern. It was unforgettable.
- Storytelling Through Graphics: The display can tell the story of your product. Use images and short text to explain the benefits or show the results. It's a quick way to educate and connect with the customer.
What makes a custom display improve the overall shopping experience?
Is your product just sitting on a messy, uninviting shelf? Customers are less likely to engage, and the perceived value of your product drops. You need to create an appealing environment.
A good custom display makes shopping easier and more enjoyable. It organizes products logically, provides helpful information, and creates an attractive, interactive space. This positive experience makes customers feel more confident in their purchase and encourages them to explore the brand further.
One of the biggest challenges in retail is clutter. A while back, a makeup brand approached us because their eyeshadow palettes were always getting mixed up on shelves. It was a mess, and customers were frustrated. We designed a tiered display with specific slots for each color palette, with testers right in front. Suddenly, the area was clean, organized, and easy to shop. The improved experience didn't just clean up the aisle; it lifted the brand's image and made shopping for their products a pleasure, not a chore.
From Clutter to Clarity
The primary goal here is to make the customer's life easier. A well-designed display guides them, answers their questions, and lets them interact with the product. It turns a potentially confusing choice into a simple and satisfying one.
Enhancing the Customer Journey
- Make it Tidy: An organized display immediately looks more professional and high-quality. We design inserts and tiers that keep every single item perfectly in place, even in a busy store.
- Make it Easy to Choose: Group products logically. For example, put foundations next to concealers, or arrange lipsticks by color family. Clear labeling helps customers find what they need without having to search.
- Make it Interactive: The best displays invite customers to play. Including a space for testers is a proven way to increase engagement and sales, especially for cosmetics. When a customer can try a product, their confidence to buy shoots up.
Conclusion
Custom displays are a powerful investment. They directly impact sales, build a lasting brand identity, and create a better in-store experience that keeps customers coming back for more.
