by Sharon Jones
In the present day and age, you have so many different options available to you when it comes to marketing effectively. In-store advertising is just one segment of your strategy and this alone can seem like a minefield. From window posters to floor stickers, there are so many different options to choose between. Nevertheless, one area of your shop you certainly should not ignore is your counter. Display counter marketing is an extremely effective tool that can improve sales in any store.
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In general, you can split counter displays up into two different sections. Firstly, you have those that are designed with the purpose of making an immediate sale. For instance, you could have a box next to the counter filled with chocolate, or accessories, or football cards, or anything else you happen to sell that is relatively small in size. When it comes to this type of display counter most people elect to choose items that aren’t too expensive. Why? Because people are more inclined to make an impulse buy when it only costs them a couple of quid. And that’s exactly what counter displays are all about – people quickly put the item in their shopping bag without giving it a lot of consideration.
The other type of counter display is an advertisement that does not involve a direct purchase. For example, you may have company brochures or flyers placed on the counter. You may have a sign that advertises sale you are having in store next week for instance.
There are many different factors you will need to take into consideration when designing the right counter display for your business. This all begins with having the right product packaging. It’s worth looking into specialist packaging providers, for example, for pharmacies, medical device packaging. They will be able to create packaging tailored specifically for the industry you operate in and the products you sell, ensuring maximum effect.
You must ensure that the display stand brands your business to full effect and is true to your company’s brand identity. You must also make sure it stands out and that it is notable, which is why people tend to go for bright colours and such like. Aside from this, other areas of consideration include the material of the display, as well as the cost. Don’t forget to take into account the size of your counter either. You need to know how much room you are going to have available to you.
On the whole, if you do not use your counter space as a marketing area you really are missing out on a huge opportunity. Display counter marketing gives you the chance to add a few extra pounds to the customer’s shopping basket or to ensure repeat business, so make sure you take advantage of it.