What do people remember when they think of your dealership? Service is always No. 1, whether it’s exceptionally good or, sadly, really bad. After that, there is a visual impression that remains in your customers’ consciousness. Once again — really good, bad or eh. Every RV dealership that sells parts, accessories and add-on products almost always has gondolas, endcaps, wall shelving, tables and point-of-purchase (POP) displays.
While there are visual standards that apply to merchandise on fixtures, POP displays almost always come from a vendor. You don’t have much say in what they look like, how much space they consume and how easy or difficult they are to set up. Most vendors are conscious of space restraints but are also eager to get as much shelf, wall or floor space as possible.
POP displays are designed to capture your customers’ attention and sell them on the spot.
Rather than waiting for a vendor-supplied POP display for a specific product, your dealership can create its own point-of-purchase displays to sell a product line that you carry that isn’t offered by other dealers in your area. These can be in-store or in your windows.
Today’s Apple stores’ idea of a window display is a see-through into the store, where you can see how long the wait may be to find someone to help you. But in the not-too-distant past, they put time and money into their window displays. One of my favorite displays had two windows filled with life-size, full-color, cutout photo blowups of their sales team — or “a” sales team. There were eight to 12 people in each window. It reinforced their valid claim of great service. Today, as you look through the windows, you can see their team on the sales floor, usually swamped by customers.
What worked for me was that first, instant moment when I wondered if they were real people. It was a tiny moment, but it woke me up and I was amused. Amusing people is a gift. We don’t expect it when we shop — especially for RV accessories and related items. Consider a “standee” of (perhaps) one of your sales associates pointing to a display of what’s new, what’s hot, what you want your customers to see and buy!
I googled “standee” and found many companies that make them from 1-foot to 6-feet tall. I was hoping to find a company that printed them front and back, as on-floor displays ideally should be attractive from all sides. If you are open and interested in having a few of these made, call the company first and see if they can do both sides. Of course, the back will still have the armature that holds up the standee, but if it blends with the clothing, it won’t be as visually obtrusive.
If you choose to create a standee, first figure out where it (or they) will go. The location will determine how wide the figure can be. You’re better off not having an arm or both arms sticking out. That will block space, and the arms will most likely be broken fairly quickly. While PT for a standee’s broken arm isn’t painful, it is rarely attractive. If you want the standee to point at something, try having the pointing hand cross the body so it’s not sticking out too far. The other hand can be casually stuffed in a pants pocket. The less fragile the body part, the better. But the direction of the pointing hand will determine where the product display goes, so plan it out ahead of time so there’s room for both.
When you create your own standee, you can ask an amenable sales associate if they are willing to be the model — and, in some ways, the “face” of your dealership. Please respect their right to say no. That may happen, and if so, don’t punish them for your disappointment. Remember, your customers have zero expectations, and you can use a model, friend or even a customer — if they’re willing and feel comfortable. Or yourself!
When you take the photos, take one front and one back, then another front/back and so on. You want to make sure the fronts/backs match when you decide on which pose works best. Also, have good lighting. Strong overhead lighting will throw shadows on the person’s face. A standing LED warm floodlight with some parchment paper in front will give a soft glow that is more flattering.
The less expensive standees will come folded in a more easily shippable box. You don’t want those! No folds! Also, the cutout should be exactly around the body so no white foamboard or cardboard shows.
Creating your own POP displays can be a way to add personality to your dealership. Target uses its dog Bullseye, a bull terrier. Its logo is a red bull’s-eye, and the two are memorable. If you have a beloved dog, cat, goat, whatever, consider bringing their image into your POP displays. For example, pick a merchandise category such as anything related to plumbing/toilets for the RV. If you have a standee goat, it could be gnawing at a real roll of toilet paper. But instead of full-size, it could also be just 12 inches by 14 inches and standing on the top shelf of the gondola. It would make people smile. Continue that smile in other locations and repeat it in some way at the checkout counter.
Standees are terrific for window displays if you have any visible windows. You can do one-sided photos and put a standing plant behind the “person,” so it looks decent from inside the store. Many years ago, I did a huge visual merchandising project for American Express Travel Related Services. For a new set of window displays, I suggested a standee (not a term back then) of an attractive young woman for one window in each of their locations. She would be dressed in travel clothing with the ability to hang a real crossbody bag over her shoulder with tickets popping out. She would be pointing to either a travel poster or to a board with travel locations and their pricing. The project was given the OK all the way up to the president of that division, who then unfortunately left his job before the standees could be printed. The whole concept was killed by the new president. Oh well, it would have been memorable as it wasn’t being done anywhere back then. It’s rarely done now, so if you create a standee, you can stand out!
One more idea: We spend a ridiculous amount of time looking at digital devices and occasionally getting hooked by a video — or five. While waiting for my car to be serviced, I wandered into the parts/accessories area of a local dealership. On a counter was a small digital monitor showing a video of the product that was displayed in the cardboard container below. The video reset as I walked up to it, and I saw it was only one minute long. That information gave me what I needed to pay attention. I rarely (if ever) watch a promotional video if it doesn’t let me know the length. I like to know what I’m in for, and I believe I’m not alone in this. If a vendor sends a video with their POP display and it doesn’t say how long it is, watch it, time it and neatly add that information right below the screen. In that succinct one minute, I was inspired to buy the product housed below. I had no intention of buying anything when I drifted into that area and walked out $10 poorer. But it worked just like the video promised, and I never regretted the purchase.
Standees can create an image, reinforce your brand and add a sense of humor and a smile while pointing out new or seasonal merchandise so it can’t be missed. A good little video will sell a product as it appeals to our ever-expanding video consciousness. Add an animal, and you’re all set to sell!
