The way in which you lay out your store has a big impact on your bottom line.
That’s why you need to take the time to get things right. Here’s everything you need to know about creating store displays that do all of the hard work for you.
Focus on a display at the store threshold
When potential customers walk into your lingerie store, they have a snap decision to make: WIll they stay or will they go? That’s why you need to focus your attention on an engaging display at the threshold of your boutique. Your customers have already walked through the door, but now you need to make sure that you hold their attention long enough for them to take a look around and browse your stock.
While you don’t want to put your best stock here (we’ll get to that!), it’s worth taking the time to create a display that shows off any special offers or deals that you may have running at any given time. Doing so is likely to entice people to stay longer or come deeper into the store, which can only be a good thing.
Display your latest lines to the right
So, where should you be displaying your new products? If you have a new line of swimsuits, bras, or lingerie sets, there’s only one place that they should be. The smartest thing you can do here is put your latest and best stock to the customer’s right side of the store. It may sound bizarre, but there’s a very good reason for this.
When people walk into a store, they subconsciously turn right. In fact, a massive 90% of North Americans turn right first when they walk into any given store. That means that the right side of the store holds a lot of the power. Creating a wall of the latest trends in the lingerie world is certain to make a big impression.
Appeal to your customers’ emotions
When you think of wedding lingerie, what is it that springs to mind? Joy and love. Beautiful bridal lingerie might help the bride feel confident and supported on her wedding day. These are two of the major feelings that you ought to be conveying to your customers who are shopping for bridal lingerie. But how can you make them feel these things? The answer may be easier than you imagine.
With a little help from color psychology, you can actually influence your customers’ moods. Research shows that red and purple remind people of the bedroom, bridesmaids, and love. It may remind people of the feeling of being in love too. And, of course, there are connotations of romance in the color red. Using these colors in your displays could make all the difference when it comes to how your customers feel.
Make finding the right bra size easy
The truth of the matter is that no woman wants to have to search for ages to find the right bra size in a store. If you have an array of different styles to show off, though, you may find that having all the sizes out on racks looks a little cluttered. Aside from offering bra fittings, what else should you do?
An easy way to get around this issue is to install drawers below your displays. That way, if a customer likes a certain type of lingerie, all they have to do is grab their size from the drawer below the display. This idea means that the store will have a much cleaner and ultimately more attractive look.
Alternatively, if you prefer to pull the sizes for your customers from your stockroom, take the time to organize and colorize the products regularly so they're easier to find and pull.
Offer little surprises along the way
Next, let’s talk a little about the customer experience. Shopping for lingerie should be more than a mere chore, it ought to be an exciting and engaging experience. One of the ways that you can ensure this is the case is by offering little surprises. As your customers walk around the store, they should have the chance to engage with various products.
Since buying clothing items is very much a sensory experience, you may find that calling people’s attention to that is a wise move. For example, should there be a particularly high-quality lingerie set, you could put a little tag on it saying ‘touch me’.
If you offer bath and body products in your store, leave out testers for your customers so they can smell and sample the products. These little extras will entice customers to investigate the pieces you have on offer and, ultimately, buy them.
Don’t forget the cash wrap displays
Finally, the very last thing that you need to remember is to make the most of your cash wrap/queue displays, i.e. the pieces that you put on show near where customers have to wait to be served. The key here is choosing pieces that are inexpensive and yet appealing that are easy add-ons to your sales. Think of them as the ‘little extras’ that customers may pick up on a whim.
Mesh laundry bags, lingerie detergent, adhesive nipple covers, pasties, bra back extenders, and racerback clips are practically made for queue displays.
Getting customers through the door is one thing but making sure that they stay and buy something is quite another. Using these tips and tricks, you should be able to make more sales than ever. Remember, keeping things fresh and new in your store is always a wise move. Good luck!