How To Sell Luxury Items with Luxury Point of Sale Displays

Luxury shopfitting displays are a key part of any luxury retail space. They not only provide an exquisite setting for your merchandise, but they also help you to create an unforgettable customer experience.

Visual merchandising involves using various materials, trimmings and styles. These can have a major effect on customers' views of your brand and product quality. Invest in quality point of sale displays for high-end stores. Wealthy customers will recognize the difference, so don't skimp on expense!

Read on to discover for yourself why people choose luxury products and learn how you can use high end retail displays to increase sales in your luxury store.

How do you provide a luxury retail experience?

As part of luxury retail, you must consider three key points of the customer experience: pre-sale, purchase and aftercare.

What makes a luxury retail experience at the point of sale?

• The experience must be streamlined. Ensure a convenient and efficienct transaction.
• Your customers must feel valued and respected. Consider the friendliness and helpfulness of the sales assistant.
• Environment and atmosphere are so important at the point of sale. Is it clean and well organised, with beautifully designed displays?
• Provide additional packaging options, such as a gift-wrap service, or an exclusive carry bag.

The key message is that you must work hard to ensure your customers really feel valued on an individual level - this experience usually carries a price tag!

Luxury Retail POS Essentials

The layout, colour, quality of fixtures and thematic décor of your luxury point of sale can all affect a customer's perception. Consistency in these aspects is important.

How to sell luxury merchandise with your shopfitting displays

A business that specialises in luxury spa treatments, on the other hand, may wish to have a more natural and rustic sort of theme and this ought to be reflected in the branding of their luxury point of sale display stands and sign holders.

Research found that different types of visual merchandising displays can trigger consumers to discriminate between 'high image' and 'low image' displays [1]. Cues include fixture types, materials and presentation techniques.

Museological (or museum-like) presentation techniques, which include the art installation style, act as a cue for perceptions of luxury [2]. Therefore, luxury shopfitting must be undertaken with careful consideration towards materials and display style.

Increase the perceived quality and scarcity of certain products by raising them on plinths and adding museum-like lighting. This will reduce the perception of risk factors associated with a large purchase.

Luxury visual merchandising tips:

• Single-item displays establish the brand on show as being unique and not mass-produced.
• Display cases denote a secure area, implying the value and desirability of the displayed products.
• Spacious displays suggest prestige, in contrast to cluttered displays which hint at a bargain-hunter environment.
• Using heavier and more expensive display materials suggest a higher quality of goods, triggering a value perception in the customer. Use materials like marble, glass, metal and wood.

Luxury Point of Sale Display Supplies

Furthermore, consider using acrylic standoff signs. They're popular for use in high-end stores, as they add a luxurious, high-quality aesthetic wherever they're placed. Standoff fixings are available in a range of sizes and colours to suit your decor.

Source your displays from a limited number of suppliers. This way, they will be familiar with your brand, helping to maintain consistency in brand control and production quality. This approach can also reduce costs overall, and provide better opportunity for custom displays [4].

The future of luxury merchandising: how to adapt

‘Luxury brands must acknowledge that their entire industry has changed from what it once was, and they must find the best ways to accommodate their current clientele’ - Mary Turner [5].

Millennials and Gen Z are reportedly contributing to ‘virtually all’ of the luxury sector annual growth [6]. These generations, however, have different desires to older shoppers. Therefore, luxury businesses must adapt in order to cater to both current and new consumers.

To remain competitive, luxury brands will need to re-evaluate their target market. Then consider how to meet their varied needs and expectations.

This way, shoppers get the full atmospheric in-store experience, while being able to access all the benefits of online shopping.

The head of sales strategy for Porsche Design at Harrods reported an 'immediate upturn in footfall and sales' after installing digital screens [7]. This is a great real-world example of how using these screens can work in a luxury environment.

Digital Displays for a Luxury Retail Experience

Finally, make your products and displays safe and secure by using security locking cables and product tethers when displaying expensive products.

References