Visual Display Tips

-- Gifts & Decorative Accessories, 11/1/2000

For retailers used to having a whole store in which to display their wares, visual merchandising in a kiosk can be a challenge. "Your space is small.you have to make every square inch of space profitable," explained Maria Scarfone of the Specialty Retail Report. Frank Blumer of American Home Products recommends using "focus and concentration" in displays; for example, he said that each display feature should contain some product. Also, since kiosks and carts rely on impulse purchases for their success, displays should clearly identify what the product offerings are, and the products themselves should be easily accessible to potential customers. Scarfone agreed, adding, "A lot of times, you're not carrying huge product, so you have to find ways to fit small items so that they can be looked at and touched and purchased."

Although the temptation is to show off as much product as you can in a small area, it's important to keep things simple. According to Jeffrey Morris of All A Cart Manufacturing, success is a matter of "not having things cluttered, and having a good, clean, quality, well kept display that isn't all garbaged up." He added, "People want to try and cram in as much as they can, and it's too busy."

Another limiting factor, according to Blumer, is that "most of the shopping centers won't allow you to do anything very flashy." Without large signs and endless feet of floor space, you'll have to rely on your imagination and ingenuity to create a big impact in a small space.