Guide
Troubleshooting common issues with stock display designs
When a showroom display isn't selling, the cause is usually visible once you know what to look for. This guide covers the common issues, how to diagnose them and how to fix them.
Part of the stock and trade design series.
How do you diagnose a display problem?
Walk the store as a customer from the entrance. Note where your eye goes, where you'd walk and what you'd miss. Then compare sales by display location and watch real customers for a few hours. Problems show up as areas nobody visits, pieces nobody touches and room sets that don't convert.
Common issues and fixes
| Issue | Cause | Fix |
|---|---|---|
| Crowded floor | Too much stock out | Remove about a fifth of the pieces |
| Items not seen | Small pieces at floor level | Raise on plinths; clear sightlines |
| Dead zone | Off the main path | Move a hero piece or room set there |
| Poor lighting | Flat overhead light | Warm, focused spots |
| Stale display | No refresh schedule | Refresh every few weeks |
| Signs hide products | Oversized signage | Smaller, lower signs |
| Room sets don't sell | Pieces don't coordinate | Re-style around one palette |
How do you fix a room set that doesn't sell?
Check that pieces coordinate in material and colour, that the set includes a clear hero piece and that accessories make it feel lived in. Then check price: a set of only top-priced pieces may put customers off; mix price points.
How does furniture choice affect displays?
Pieces with presence, such as handmade solid-wood sideboards or dining tables, anchor room sets better than many small items. Choose a few strong pieces and build around them.
How do you know if a change worked?
Measure before and after. Record sales of displayed items for a few weeks before the change and a few weeks after, and photograph each version. Make one change at a time so you know what made the difference.
How often should displays be refreshed?
Refresh the front of the store and key room sets every few weeks, and the full floor each season. Regular customers notice change, and fresh displays give them a reason to look again.
Who publishes merchandising guidance?
The Retail Design Institute and the National Retail Federation publish retail design and merchandising research.
How do lighting problems show up, and how do you fix them?
Flat overhead lighting makes furniture look dull, hides wood grain and makes room sets look like a warehouse. Signs include customers walking past dark areas and products looking different in photos than in person. Fix it by adding warm, adjustable spotlights aimed at the hero piece in each set, and by lighting tabletops and surfaces rather than walls. A table lamp or floor lamp inside each room set adds warmth and realism.
Planning a new display rather than fixing one?
Start with the checklist for designing a stock and trade display.
Frequently asked questions
What are common stock display issues?+
Crowded floors, products customers can't see, dead zones, poor lighting, stale displays and signage that competes with products.
How do you fix stock display problems?+
Edit the floor, regroup into room sets, relight, move hero pieces into dead zones and refresh regularly.
Why is display design important?+
Customers buy what they can picture at home; good displays help them do that and raise order value.
What tools help with display design?+
Floor plans, sales data by location, before-and-after photos and lighting tools.
How do you improve stock visibility?+
Raise smaller items onto plinths, clear sightlines, light products and put best-sellers on the main path.