Since the fishmongers of prehistory, merchants have studied display. Consumers are scrutinizing, judgmental and fickle because it is our right to buy the best product at the best price. Where does one start when designing a showcase or display of items for sale to such wary consumers? Merchants should not put potato salad in a jewelry showcase however, Sushi is an excellent fit, swaying on the rotating shelves in the restaurant down the street, so display cases can be cleverly utilized. Glass showcases allow customers views at several different angles, and a decorative space for additional 'eye catching', while protecting merchandise from theft or damage.A story or sentiment in sturdy store displays captures the customers’ senses, and displays, such as in toy stores, of medieval knights or outer-space capture the imagination – all of which can lead to a sale. Setting up a display in the path of a high traffic area, or where people must wait at the register, works well because (especially at Christmas) the consumer's mind is looking for “the perfect gift” and therefore open to suggestions.
Retail is a very serious business, which entails much more than the quality of the items for sale. It is within the retailer's interest to invest in display tactics, as it is clearly an important aspect in consumer decision making.
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