If your company is looking for the right fixtures to display merchandise effectively in your trade show booth, there is a wide variety of convenient merchandising stands, shelving units, and individual shelf stands on the market today. Start planning your trade show display by deciding whether your product and sales style will be best supported by storefront-style merchandising or a showroom-type display. Typically, storefront displays work better for merchandise that customers will buy on the spot and carry away, while showroom displays are better suited if you’re selling products that will be delivered to the customer after the show. Many of the same retail psychology principles that apply to merchandising in a brick-and-mortar store also apply to your display, though you’ll have far less space to use, so it’s imperative that every inch of your display is optimized for selling.
- Shelf Units – Shelf units yield a lot of display space from a small amount of floor space by going vertical, and they also give you extra space for large graphics that help spread your visual branding and message. Plan carefully when you want to incorporate shelf units into your booth, especially when it comes to traffic flow. If the placement of your shelf display creates a bottleneck for people who want to get in and out, they’ll spend less time looking at your merchandise, if they get to it at all. If people walking on the aisle see a traffic jam in your booth, they’re more likely to keep walking, and if the people who are already in your booth are blocking your products from view, the passers-by have no reason to come back later. Placing the shelves perpendicular to the aisle ensures that at least some of your products can be seen from the aisle, even when the booth gets crowded.
- Display Tables – When you put your product on a display table, you immediately set it apart and give visitors a reason to wonder what it is and why it’s special. Having your product on a table is also a strong invitation for visitors to come and get a hands-on demonstration. Your team gets an extended opportunity to interact with those visitors while they try out the product, and both of those things increase your sales.
- Shelf Stands – When you’re dealing with limited booth space and cannot fit either a full-sized shelf unit or a table into your display, look for a banner stand system that offers shelf stand accessories. These smaller, individual shelves are ideal spots to display small merchandise and, of course, that merchandise will be next to a huge banner that can be used to attract traffic and generate interest in the product. When you’re displaying merchandise on individual shelves, be sure your booth team is aware that they may need to offer some friendly encouragement to visitors to pick up and handle those items. It’s a very fine distinction between the message that this is something special and the message that this thing is too special to just pick up and check out. Some visitors will err on the side of caution, so make sure they know they’re welcome to handle and try those items.