A Functional Display Draws in Buyers

ffective booth design and merchandising is not only important because of the look, it also needs to function. Initially your booth’s main purpose is to draw people into your space. As I have said before, you do not sell to customers in the aisle; they need to be drawn into your booth before business will be transacted. Hawking them to come in rarely leads to sales, so they need to be pulled in subtly with your merchandising. Once they have stepped in, the booth must showcase your work and make the product stand out.

Location has a great deal to do with how objects are perceived. I am always amazed at the amount of product displayed on the floor at shows. Objects on the floor have limited perceived value and also become a serious tripping hazard.

For a booth featuring wearable items, accessories such as a mirror for customers to use can help boost sales.

I also see objects displayed in such a way that make me ponder what the artist was thinking. Displaying a bowl with a decorated interior above eye level is a typical example. This display style shows clearly that the artist does not know the importance of location. The only way the customer will know the bowl is painted on the inside would be to pick it up, but as customers, we only pick things up that have stimulated our interest or curiosity.

It’s also important to hang objects at proper levels. Your work should be displayed at the customer’s eye level (or as close as possible). I have never seen a booth where I said “too many levels.” Levels create visual interest and draw people into your space. Objects visually stand out when they are elevated on a shelf, table or pedestal.

Overall image projection and mood

Your display should project an image that is complementary and analogous to your work, otherwise it is a “disconnect” for the customer. Booths that are worn out, shoddy (constructed out of cheap materials), or are out of date always take away from your work and have a negative impact on your sales.

“Good enough” is never sufficient when it comes to merchandising. If you are using a trendy color from a decade or two ago, chances are your booth looks out of date. Booths that fall into this category need a face-lift; usually this situation doesn’t require a whole new booth, just new fabric or a paint job.

The expression “Retail is Detail” is true, and it is even more important to artists who sell wholesale. If you’re selling to stores and galleries, you’re selling to an audience who has seen the best of the best when it comes to visual merchandising. If yours doesn’t stack up, they won’t take you or your products seriously.

Elements of good booth design include having a well-lit space, keeping the floor from being cluttered and making work easily accessible.

Tips for easy display arrangement

When you display your work, group similar items together, thinking of them as little families. Put taller family members in the back and low or wide ones in the front. Items that have the same feeling and style with harmonious colors will sell better grouped together than a little bit of this and a little of that. Multiple items displayed in family groups will often sell to the same person.
Two styles that never mix are cute and sophisticated; these two styles displayed together will cancel each other out. If you have items in your line that are cute and items that are more serious they should be displayed with as much distance between them as possible.

Do not repeat items unnecessarily; leave this type of merchandising to “crate and barrel” venues. Too much repetition of items suggests that these pieces are mass-produced and detracts from the ambience of an art show.

If you make bowls that nest, you might display them individually and then display them also as a nesting set. This kind of repetition shows different uses for the merchandise and not just rows of back stock.

Display your objects so they are accessible and not a booby trap. If customers feel they are going to break something or cause things to fall, they will not touch them. Remember that the sense of touch is a critical element in a sale. Customers are four times more likely to buy something they have touched.

Signage can contribute to sales at shows

Use “silent sales” techniques in the form of effective signage. Signs usually have too many words and don’t get to the point. A good sign might be as simple as “New Item” or “Show Special.” Make sure the signs you use are bold, professional and easy to read. A sign that says simply, “We take MasterCard and American Express” will have much more impact on your business than your résumé. Also, it’s always best when your informational signage and graphics relate to your logo and trade sign.

Good lighting is of major importance to merchandising. If your booth is dark and people can’t see clearly, all your work will be for nothing. Artists who take my advice and improve their lighting, are amazed at how much their sales increase.

Customer comfort is another element of merchandising that is often overlooked or treated as an afterthought. Floor covering completes the space visually, but if it's comfortable on the feet as well, it will keep people in your space longer.

Don't forget the business environment

There also should be a place in your booth to conduct business. Having a place where you can prepare and wrap items that are being purchased is a huge asset. This space can double as a place for customers to write a check or process credit card transactions.

Many craft media, such as wearables, also have special requirements such as a mirror or a dressing room. Other crafts may require a large storage area for back stock. The bottom line is that all these different needs have to be accommodated, without interfering with the merchandising ambience. This takes good planning and excellent design for the booth to function and not give up visual appeal along the way.

Consider these suggestions and look at your booth with a keen eye at your next show. Make sure you have provided the best in visual merchandising to your customers or your sales will not reach their full potential.

Product display and merchandising should not be an afterthought. I guarantee that any effort you put into creative and tasteful merchandising will be rewarded with improved sales.

Bruce Baker is a jeweler, gallery owner and nationally recognized expert on booth design. Visit his Web site at www.dbakerinc.com.