Why information matters in retail

Why information matters in retail

Picture a retail store in your head and the first thing that springs to mind is products.  Shelves, hanging rails and displays are the shiny things that entice customers through the doors, and for this reason retailers often make the mistake of thinking that products are the only thing they need to make sales.

The truth is that information has an important role to play in any sales funnel, even retail where the products are usually sitting right there in front of the client, and able to ‘speak’ for themselves.

As modern consumers, we’re faced with an almost endless array of choices.  From clothing and accessories to electronics and even food, we’re more discerning than ever when it comes to the brands we choose.  We also have less time than ever before, which means we don’t have time to research things endlessly before we buy them – we want the information we need readily available at the point of sale.

Information displays in retail fulfil this very important function, helping consumers to make informed choices, to feel supported by the retailer and ultimately, to make a confident purchase.

Of course, some purchases require a little more information than others.  In clothing retail for example, you don’t need to tell your customers how a dress or a pair of shoes works – but you might want to tell them if that dress is made from responsibly-sourced cotton, or if those shoes have been specially designed for superior comfort.  In these cases, you might use small displays – such as a tabletop banner or chalkboard – or a freestanding information stand like our Vienna or Kenora options, to create an impactful display that quickly communicates the USPs of your product in a clear and concise way.

Big ticket sales

Other types of goods require a little more hand-holding from the consumer – think big ticket items like furniture, electricals or even a car. Think about what it would be like if you walked into a computer store, packed with shiny new machines – but no information about their different monitor sizes, processor types or internal memory.  For the average person, this would be a confusing – and off-putting – experience.  

To make this kind of shopping experience a positive one, you need to guide the customer with timely information that can help them to build their own knowledge before reaching out to a sales advisor.

You might use these displays to communicate information such as the benefits of choosing an electric car; the difference between an LCD and a plasma TV screen; or the options available when choosing a new laptop computer.  The information is likely to be more detailed, and consumed at close range – so a larger display, such as a retractable banner, a freestanding snap frame or even an information stand with leaflets for customers to take away can be useful. 

Whatever you’re selling, information can help you sell more – and send your customers away feeling like they’ve made a smart choice.  And whatever information you need to do that, Frontline has a portable display to meet your needs.  Get in touch today for more information.