Creating a Memorable Visual Identity

When someone is shopping for a new or used RV, they either go to the place they’ve passed while on the road or Google “RVs near me.” Their expectations of your location are basic: RVs lined up outdoors, a few special RVs inside, gondolas filled with chemicals, accessories and assorted things that make the RV experience doable. Their low expectations of being visually entertained in a dealership are why you have the perfect opportunity to blow their socks off and make your location memorable in a positive way.

Most RV locations look fairly similar, and customer expectations tend to be low. But if you are doing your best sales in the top- and bottom-priced markets, not the “hollow-middle,” at least half of your customers expect a more attractive and interesting shopping experience. People who are open to spending more money on longevity, ease of use and extra features also shop at high-end stores for other products. Upscale clothing and accessories stores put time into their appearance as do better appliance, flooring, furniture and home accessories showrooms.

Years ago, I saw an impactful window display on West 56th Street in New York City. There must have been at least 15 mannequins in the window all wearing different black outfits. The lighting was strong, so everything popped. When I walked into the store, it took me a while to realize that there were almost no mannequins or displays, just merchandise. But my first impression was so powerful that I thought the rest of the store was as interesting as the window. As my profession is visual merchandising, I eventually figured out I was visually tricked and was impressed that it worked! I still am!

About eight years ago, I saw an even more impressive and memorable display at Curtis Trailers in Portland, Oregon. In this case, the display was in the back of the store/accessories area, up high on a very strong platform above the wall shelves. The ceiling was an arch shape, making room for a huge wall mural of pine trees and a lake in front of Mt. Hood. There were two old-style trailers on either side with good quality fake evergreens scattered around the camping site with some chairs and other accessories. It was outstanding and still is! There were no other displays on the selling floor — and there was no need for any. The huge back wall said it all: we care about our store and our customers, and we exemplify quality.

Over my years of writing for RV PRO, I have brought up focal points endless times because they matter. When you walk into your showroom or accessories area, what is the first thing you see? Have a few others who work with you identify the first major focal area they see as well. Get as many opinions as possible. That area, if possible, is where you place your fabulous display. Of course, if it won’t work for some structural reason, find the second most visible place.

Structure

The idea is to wow your customers as they walk in. If this signature focal area pops out from one wall, you can use the wall as a backdrop. This can take a wallpaper photo mural or a hand-painted one. Add a small trailer and some camping/dining furniture and accessories, plus a lit (battery) lamp or two. Light at eye level draws the eye to an area immediately. If your focal area needs to be freestanding, it works best if it’s not on a platform. The fewer level changes in your store, the better. It doesn’t take much for people to trip, especially when they’re on their phones or are older. Instead, add good fake grass to make the area stand out visually.

Elements

Other than a stand-alone structure, major factors in attracting positive attention are lights, colors and either mannequins or cutout photo blowups.

If there’s a wall, other than a mural (painted or wallpaper), check out Sky Factory for something your customers will tell their friends about. This is a big budget item, and it may be a pie in the sky for most dealerships. But it’s worth mentioning as this company creates realistic moving or still skies for your ceiling, or lit wall pieces for beautiful scenic views. They are the top in this field and have their products in many hospitals, corporations and specialty retailers. There are knockoff companies that are less expensive. But I have worked with Sky Factory and can comfortably recommend them. If you buy from a different company, look for reviews first. Either way, a lit, overhead sky or natural-looking wallscape will give you a wow factor that few can duplicate. This concept works well for a focal area that you don’t plan to move anytime soon.

As humans, we are attracted to light. Darkness equals the unknown or potential danger. Light is instant information about what is safe and secure. Bright lights signal positivity and joy. Consider hanging colorful outdoor string lights around your focal display. They will attract positive attention. There are many types of string lights available online; Walmart has some good prices on lights. Plug-in lights limit where you can put the signature focal display. Finding rechargeable battery string lights is a challenge but do-able.

Don’t limit yourself to white lights, and never use “cool” white lights. You can have some fun with pink lights mixed with yellow and orange accessories around the trailer. Whatever color lights you choose, color-spot by carrying that color down into the floor merchandise display with props such as folding chairs, a drink tray with good plastic glasses, a colorful hat hanging on the corner of a chair, whatever makes sense with the scene you’ve created. Please buy UL-approved lights and stay away from Temu. It’s tempting, but you won’t get quality lights.

Certain colors attract the customers’ eyes instantly in different ways. A bright yellow-green is the No. 1 color that people notice and respond to in a positive way. This can be seen on flat surfaces such as walls, panels or good fake bushes, trees and outdoor grasses and plants.

Green and blue are the two most favorite colors in the world mainly because we couldn’t live without them. Blue skies indicate sun, which we need to live. Blue water, which reflects the sky, looks safe to drink, clean and inviting. And thanks to green trees, we have oxygen — the No. 1 factor in our lives.

Yellow is the first color the retinas of our eyes perceive. It’s the color of optimism and positivity, and it creates serotonin in our brains. Yellow also says “stop and think,” which is why it’s used as the caution light color on stoplights and for caution signs. Mixed, yellow and green become the color of life and happiness. It’s an excellent accent color for a focal display.

The bestselling colors come from the sun and fire — reds, oranges, yellows and pinks. Red sells the best but only in very small amounts. Too much red reads as angry.

For your focal signature display, pick a few colors that work together to create positive energy. For example: lime (yellow) green foliage with some blue in the background and small pops of yellow, orange and red around the display area.

Good quality cutout 3D photo blowups of people hanging out in the focal area are a fun, affordable way to capture attention. These should be on a rigid foam board and cut out so no white board is showing. You may need to create a frame to hold them up. But this only works well when customers can’t see around the photos to the frames. So if your display area is against a wall, photo blowups can work. If there’s a 360-degree view, they will look tacky. It could be very fun to have people who work for you pose for the photos!

Whether your focal area comes off a wall or is freestanding, you don’t want this display to totally block the view into the rest of your store. Make sure there are “see-through” areas into the rest of the selling floor.

Changing It Out

Your customers hopefully come back for accessories and chemicals somewhat regularly. This signature focal display should be changed seasonally. If you are using string lights, this is easy. Multicolored holiday lights plus a minimally decorated fir tree with the same lights will signal the winter holidays. If you’re using mannequins or photo blowups, Santa hats will add fun.

Valentine’s Day is easy — switch to pink lights and add cutout paper hearts hanging from the structure with thin pink ribbon or use fishing line so they seem to be hanging in midair.

Spring brings floral colors and the yellow-green will signal new beginnings. Consider a fake hanging flower basket or two. Summer is great for sunflowers and tall grasses — real or fake.

If you have a signature focal display that makes you happy, please send a few photos of it to [email protected] for a future column.