It’s no secret that thinking “outside of the box” can literally increase product sales by taking an item out of it’s packaging and showcasing it on a display pedestal. Pedestals have been used for decades to feature a product within a department or merchandise display, giving the item exposure and special attention. Consumers can explore the details of a product through a tactile experience. Now, retailers are realizing additional sales potential. By expanding on the presentation flexibility of pedestals, sales can increase exponentially. Here are examples of how display pedestals are used today to maximize product exposure.
According to Kelley School of Business, Danish electronics retailer Bang & Olufsen incorporates pedestals into floor and wall mounted displays to feature its products. Consumers can properly visualize how they will use and store an electronic device in their homes. Taking that theory a step further, it helps consumers recognize the value of the product as well.
Major plumbing fixture retailer Kohler found a whimsical way to generate new business among an unexpected crowd, art buyers and gallery owners. Toilets and sinks were placed upon pedestals as if they were art pieces at the Merchandise Mart, Forbes reported in 2007. Kohler’s ingenious marketing plan utilized pedestals to draw attention to their higher end product line by presenting them as prestigious works of art.
Focused retail displays are popular among retails. Pedestals of various heights are grouped together to make the most of space and increase sales per square foot. Similar items of various sizes, colors or brands can be staggered to increase exposure without taking up valuable selling space. According to Easy Pedestal, “It also provides maximum flexibility as a focused display can be easily moved around to other locations to make displays fresh and keep the customers interested.”
Some retailers can benefit from the use of a single pedestal in a window as a symbol of its general offerings rather than a cluster of products or singular item. The Los Angeles Times featured an article on a florist shop retail space. A floral arrangement placed atop a single pedestal and framed by a curtain in a display window better communicated the level of quality the shop offered in its overall services, rather than focusing on a cluster of floral arrangements available.
Personalizing or branding a pedestal is key for products that are sought after for their brand name. Light box presentation is beneficial for the interchangeable graphic film. When the product display changes from one brand to the other, the light box doesn’t require replacement. Only the translucent graphic or brand artwork needs updating. Light boxes have recently shifted from florescent to LED lamps for energy savings and durability, according to Wikipedia’s article on Point of Sale Displays. Now retailers can display goods in the best possible light.
Choosing the right material for product displays is also important because it sets the tone for the type of customer the retailer is wanting to attract or the quality of product being featured. For example, basic laminated pedestals are universal. Their simple appearance is best for toys and electronics. Wood finish pedestals signify exclusive or high-end merchandise. Many art museums use them for fine art pieces. Wood is a good retail fit for jewelry, fine china, crystal or any item that a retailer wants to project its exclusivity. Wood also provides a contrast to retail goods, making them stand out against the pedestal.
With so many features and sizes available, pedestals can display heavy objects like sculptures and electronics or lightweight items such as artwork and accessories. The creativity is allowed to visually flow in order to develop modern merchandise displays. The goal, however, remains the same—- catch the customer’s attention to increase sales. Now, in the 21st Century, retailers display wares in unique ways to increase sales beyond simply the item on display. Promoting inventory is all in the presentation.
