Friday, July 28, 2017

Do This #5: Interactive Display

One of the most memorable stands at Premium this season was by Handstich. They froze some garments in a big block of ice which attendees could touch. Over the days the ice slowly melted so you could touch the clothes and it was a great attraction! 

Why you should use an interactive display
  1. Entertain the buyers.
  2. It is an opportunity to further differentiate yourself.
  3. Make a memorable impression - most don't think beyond displaying product. 

1. Entertain the buyers
If you can elicit an emotional response among the buyers, they're more likely to spend time exploring your product. If they feel excited, maybe their customers will feel excitement. Every person who walked by the ice block reached out to touch it. Handstich was able to give them a real emotional response.

2. Differentiate yourself
Most brands hang their clothes on the racks and then stand there smiling. An interactive feature shows that your brand has more depth and is able to offer an experience in addition to a product. Another very interesting presentation was a brand who chose to display 10 outfits on mannequins. They were the only brand to do a presentation-style stand and it instantly stood out when I walked that aisle.

3. Be memorable
After a few weeks have past, I still remember the surprise of stumbling upon a block of ice and a stand full of dressed mannequins. Even if a buyer doesn't place an order right away, by doing another interactive display next season the buyer will remember you much quicker. The more they think about you, the more likely they are to order from you.

In Short: an interactive display adds energy to your stand, makes you more memorable, and increases your chances to sell.

As always, wishing you great success. —TT

1 comment:

  1. Great advice! It applies to businesses of different nature as well! Be different!

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