Monday, 23 May 2011

What price a good display?

As my wife dragged me around the shops on Saturday, something struck me about the way you can generally tell how expensive something is by the way it is displayed. Cheap stuff is generally piled high - good stuff is given more space with fewer displays. This perception has nothing at all to do with the actual quality of the goods - it just LOOKS like better quality gear. You could probably take some clothes from Matalan and display them beautifully in Harvey Nichols at 10 times the price and get away with it. This means that when you show your customer a really good quality carpet on a packed tombola or scruffy crowded display, she probably won’t perceive it as such. She may assume by the way it is shown that it is overpriced and not good value. So logically you can improve the value consumers believe you offer, just by displaying it better, and without changing your prices. I don’t believe that consumers really want to see samples of EVERY carpet made.
Take the challenge here http://www.metromembers.net/cheapdisplays.php

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