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How Store Display Units Enhance Profit Potential
The recession hit the UK markets hard - knocking spenders out of stores for months on end. Now, of course, they're all coming back: flocking into the shops to get rid of some of that cash they've been so frightened of spending in the last year or so. But they're coming back cautiously, willing to spend but afraid to part with money unless there's something they really "want" in the stores - which is why stores need to be maximising their profit potential by using the right shop display units.

This is how it works. Customers want to spend money, because spending money makes them feel good. It's like a reward for saving, for dealing with the recession, for all those months of belt tightening they've undergone. But they are suffering from a retail hangover caused by too much saving. What they need is to be persuaded that a particular item is worthy of spend (whereas, before, they just would have gone out and spent). That's where shop display units come in: now, more than ever, stores need to show their stock off to its maximum advantage, in order to convince potential buyers that the item in question is a justifiable purchase.

Consider this: a mobile phone, displayed on a flat surface in a medium height case. Not going to work, is it? Why - because the customer is unable to clearly see the phone, probably can't handle it and certainly doesn't encounter it at its best advantage. Shop display units for mobile phones if they are going to persuade customers to buy, need to do one of two things, and preferably both. One - they need to show the phone at an angle, so the customer can easily see its face and sides. Two - they need to give the customer an opportunity to actually touch the phone - if possible, to pick it up and play with it. Phones are so feature laden these days that a person can never really get an idea of whether or no they are suited to them, unless they can open them, play about with menus and so on. The correct shop display units - i.e. the ones that sell most products - for mobile phones are the units that let customers do just that.

Mobile phones are only an example, of course - the right type of display for the right product and market, is a rule that ought to be obeyed across the board. No store is going to sell well in a climate where customers are a little frightened of spending money, unless they have the display facilities to persuade buyers that their stock is worthwhile: that buying what they have on offer is defensible, in a world where money is suddenly a lot scarcer. Good shop display units are the only way to do that.

Products simply don't sell themselves any more. Even if there is the desire to buy, there's still way too much available that's similar to everything else. Hundreds of different types of phone that vies for the attention of a customer by producing endless variations on key features. Customers like that choice - particularly in their post-slump penny-watching shopping binges. They want to compare and contrast - to pick up, to hold, to play. That's how they make their decision to buy at all rational in the face of economic uncertainty. Shop display units let them do that - and that means they spend money.
   2014/8/6
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