In any industry that depends on catching the customer’s eye, presentation and display is everything. Imagine going to a Michelin star restaurant and waiting in excited anticipation for your exquisitely created food to arrive, only to find that the presentation on the plate looks like a splat of sloppy modelling clay. Chances are that most people would feel a little cheated. The same principle applies to displaying merchandise.
If customers walk into a store that looks like a jumble sale after an earth tremor, then they are likely to walk back out within moments. In fact, these customers may not even cross the threshold in the first place. In retail, appearance – and the care that vendors take over it – matters.
It is so important to give some serious thought to retail display systems. More than anything else, this equipment needs to be functional. It must be “fit for purpose” and capable of highlighting your merchandise without collapsing (or looking too rough-and-ready and amateurish). While it is not necessary to have all retail displays looking exactly alike, working on an overall theme so that they at least look compatible with one another is highly effective.
As a business owner using retail display systems, you should take the time to focus a little more closely on the brackets and fittings that keep these systems safely held together and capable of bearing the merchandise that you want to entice people to buy. Brackets and fittings may be small elements, but when you consider that a large amount of thought and testing has gone into their design and manufacture, you can appreciate that they are vital.
If you use brackets with a linear profile on one upright display, then it may look discordant to swap to another style, such as curved or rectangular, on an adjacent upright display. You will also want to keep the finish of the brackets that you use in your retail display systems in mind. If one style has a matte, brushed-steel surface and the other has a chromium-plated finish, then you will create a visual clash that could subliminally deter some customers or lessen the appeal of your display.
Think about the load that the bracket must bear and the type of shelf that you will rest on it. If you merchandise delicate products such as cologne or light bulbs, then you are not going to need a heavy-duty bracket – a lightweight design will do. However, if you are selling tins of paint or books, then lightweight fittings are not advisable. For heavier merchandise, you need heavy-duty brackets, and for mid-weight products, you can select standard bracket options. Heavy-duty brackets have more teeth or hooks at the wide end to embed in the upright display for greater stability, and they usually have a longer design to support deep shelves.
Be careful, though: not all bracket profiles come in all three sizes (lightweight, standard and heavy-duty). At Peerless, for example, our curved profile brackets come in standard and heavy-duty sizes only, although we also supply bespoke specialist brackets made to client-requested size and style specifications.