TREASURE HUNT RETAIL: DISPLAYING PRODUCTS TO ATTRACT SHOPPERS FURTHER IN

Treasure hunt retail  is about creating displays for those who enjoy the browse, the hunt, for unique gifts, those who want to be surprised, those who want something unique.

You need to think about the display as taking the shopper on a journey of discovery.

Such displays do not display a lot of each item in the display. This plays into the desire of the shoppers who are looking for something unique.

Whereas a showpiece display takes time to design and construct, a treasure hunt display takes time in product selection and placement. Think about each product to include, and the specific placement of the product in the display.

To start, our advice is to create a space, a location, where you play and learn, for your local situation, This approach.

Before we get to specific advice, here is an example of a basic form of this type of display, for Father’s Day:

The goals of a treasure hunt display are to:

1. Surprise as to range of different products.
2. Delight in the discovery of unexpected items.
3. Entertain with the ‘story’ of placement.
4. Encourage with the perception of rarity.
5. Drive sales because of all or some of the above, and more.

Here is our advice on this approach to visual merchandising.

1. Think of yourself as a curator more than a retailer, maybe a curator retailer. A curator is someone who brings together a collection, like an art collection. Each piece is thoughtfully selected. Each item carefully placed in the display.
2. Locate a place for your first display. You must start somewhere so select a place. Maybe a table or some other stand-alone fixture. If this is part of your seasonal pitch, have the main display somewhere. Keep this more thoughtfully curated display somewhere else.
3. Be sure of the theme. It could be a major season like Father’s Day or Mother’s Day or a character driven display such as unicorn, or men or kids.
4. Next, select from the shop the items that could be included in the display. Always include cards in this mix – choose them carefully but choose broad. If you have time ahead of creating the display, consider what you could bring in, buy especially, to display. Note: regardless of the season or theme, the mix of products should be broad. Remember, this is about range, not volume.
5. Looking at all the products you have and the space allocated, think about other items you could use to create an appealing display. For example, items from home such as a rig, towel, placemat, doily, kitchen appliance, garage items. These display dress items can play a key role in success.
6. Build the display.
   1. Products would not be placed in lines.
   2. Traditional acrylic retail display risers should not be used.
   3. Place products in products, to subtly guide shoppers to purchase them together.
   4. Place cards in the display, cards with an aesthetic or a look that suits the display.
   5. If you use a sign, keep it simple, enough for people to understand, but not screaming.
7. Step back, look at it carefully.
8. Make changes.
9. Step back, look at it carefully.
10. Make more changes.
11. Sleep on it.
12. In the morning, make more adjustments.
13. Product placement is all about helping people discover the unexpected. Sometimes, small items like bracelets or keychains placed in a bowl is all that is needed to get people looking, and shopping.
14. Single items work well together. As you sell one, replenish.
15. Review the display every day through the eyes of a curator managing a work of art.

This approach to product display is the opposite of stack ‘em high, watch ‘em fly. It is less likely to be seen in mass retail, supermarkets or gift shops.