Spending your marketing budget on retail displays can be a powerful driver of brand visibility and conversion (if done right!)
Here are the top tips for brands investing in retail display, particularly in beauty, cosmetics, or Consumer Packaged Goods (CPG):
1. Think shopper first, then brand second
Design for how people browse, not just how you want to be seen.
Prioritize clarity over creativity – especially at shelf level.
Highlight solutions, not just features (e.g., “Glowy skin in 1 step” > “Vitamin C serum”)
Consider eye-level placement as prime real estate.
2. Make your display work harder
Use multi-functional displays (storage + branding + demo space).
Integrate testers, QR codes, or touchscreens where possible.
Bonus: Use modular designs that can be reused or moved.
3. Leverage retailer data & guidelines
Align your display with the retailer’s customer insights and compliance rules.
Ask for past campaign performance benchmarks.
Stay within footprint guidelines – but push for premium placement when ROI is proven.
4. Sustainability sells
Eco-conscious displays resonate with modern consumers.
Use recyclable, low-waste, or reusable materials.
If you go sustainable, say it loud on the display – it’s part of the value story.
5. Tell a 3-second story
You’ve got just seconds to grab attention.
Use bold claims, visuals, and concise messaging.
Make hero products or promotions instantly identifiable.
6. Incorporate digital where possible
Add QR codes for video tutorials, reviews, or TikTok content.
Blend the in-store with digital to extend engagement.
Use geotargeted campaigns that direct traffic to the display.
7. Train Staff – or make it foolproof
Ensure displays are easy for store staff to set up and maintain.
Consider staff incentives for keeping displays stocked and tidy.
Add simple instructions or build-in ready-to-go packaging.
8. Track & measure everything
Don’t set it and forget it.
Use KPIs like sell-through rate, foot traffic, dwell time (if tech-enabled), and display compliance.
Test A/B layouts in different stores and learn from performance data.
Bonus: partner creatively!
Collaborate with other complementary brands, influencers, or retailers for co-branded displays. E.g., skincare + wellness supplements, or beauty + tech (like LED masks).