Beauty Store Business

AUG 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 35 of 99

Xxxxxxxxxxx/ 34 August 2018 | T he main function of a retail display is engagement. Displays must attract customer attention within seconds and offer an experiential element that both maintains interest and influences a purchase. "We understand that the emotional attachment is to the product; it's what builds loyalty," says Cristina Martinho, vice president of marketing for Palladio Beauty. "When building our displays, we try to keep a clean and streamlined unit that highlights the product and its beautiful packaging. [As a result], the customer can quickly focus and engage with the product and, of course, test it through the available tester in the display. These are our musts for successful merchandising." Martinho adds that simple and streamlined communication on the shelf is also important. Palladio Beauty highlights its paraben- free promise and active ingredients to remind customers "that they are purchasing a product that is good for them." On the following pages, you'll find a selection of high-performing displays featuring just the right mix of eye-catching colors, design, informative content and visual elements to capture your customers' attention. –Manyesha Batist From testers to wall units featuring dozens of SKUs, today's retail displays are more critical than ever for enhancing the customer experience.

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