A shopping center in France did a little experiment. It partnered with an artist who placed giant, oversized items around the mall to see if they would affect sales. Although the items were not in-store displays, they were not even in the actual stores, the store owners were happy with the results. Why?
Bigger Is Better
Humans are captivated by big things. Big things attract our eyes and demand our attention.
When Timberland, the brand known for footwear to match outdoor lifestyles, hosted an event on the streets of New York, they used one of their ordinary and recognizable workboots to get pedestrians’ attention. The boot wasn’t colorful. It wasn’t a hologram. It wasn’t animated.
It was HUGE! 13 feet (4 meters) tall, in fact.
The giant boot worked, drawing crowds to take selfies, plant trees, and sign up for their environmental cause. Timberland is an established name and popular brand that is expert in marketing. When Timberland wanted to draw crowds to their event, which marketing tactic did they employ? Large size. Which sense did they tempt? Sight.
The Reward Of Staying Power
In 2012, researchers conducted a study at Ikea, the Swedish ready-to-assemble furniture and home goods store. They wanted to know if visually- and scent- appealing in-store displays affected shoppers’ behaviors. Namely, would displays that appeal to the eyes and to the sense of smell influence shoppers to spend more time with the product? And would spending more time with the product cause more sales? These were two of their questions.
The answers: yes and yes.
Displays that were visually-appealing caused shoppers to spend more time with the product and, in turn, led to increased purchases.
[Tweet “Visually appealing in-store displays cause shoppers to spend more time with the product and increase purchases.”]
In-Store Shopping Is Still Big
Online sales might be growing, but in-store sales are still solid. According to a 2016 Pew Research Center study, 64% of U.S. shoppers prefer to make purchases in actual stores if all things are equal, namely price. (65% of respondents said they compare online prices with in-store prices and choose the least expensive.)
Now it’s a couple years later, and you might expect fewer shoppers to visit and purchase in stores, opting to buy online. Nope. Deloitte reported that 90% of global retail sales occur in physical stores.
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What is the draw of the store?
Consumers like to be able to ask questions and try products. They still appreciate the in-store experience.
True, stores are closing, but brick-and-mortar stores are still a part of the customer’s journey, and according to Deloitte, to compete with the “the convenience and endless aisle assortment offered online” (and presumably competing brick-and-mortar stores) retailers must create “meaningful customer experiences and brand engagement.”
One example of this is Timberland. In Sheena Butler-Young’s article on Footwear News, she quotes Kate Kibler, VP of Marketing for Timberland.
“You hear a lot about the retail apocalypse — and yes, there are retailers that are going away — but this is to leave space for new and inventive retailers to come along and give experience to consumers.” -Kate Kibler, VP of Marketing, Timberland
Oversized in-store displays are a way to achieve this.
That leads us back to our shopping center in France and their experiment.
Giant Benches, Shopping Carts, And Boots
Lilian Bourgeat is an artist who amplifies everyday objects by recreating them in enormous dimensions. Things like a massive tape measure, a supersized safety cone, and a giant picnic table with wine glasses to match.
In 2018, he brought his large art to the Polygone Riviera Shopping Center located in Alpes-Maritimes, France. The displays included an enormous run-of-the-mill bench, a gigantic shopping cart and wheelbarrow, a pair of XXXXXXXXXL boots, and more.
Shoppers were entertained. They engaged with the items by hanging from the handle of the shopping cart and climbing up to sit on the bench. They also took lots of pictures and guess where these images wound up?
Yep, social media.
You don’t have to be a marketing mogul to see the value of this free publicity via Facebook, Twitter, and the like. But something else happened that surpassed the free publicity.
The people purchased more.
Like the Ikea study proved, mall shoppers stayed longer to engage with the oversized artistic items and wound up buying more products. According to the mall manager, the average time shoppers spend at the mall is one hour. Once Bourgeat’s large objects were introduced, people stayed for two hours. As the manager said, “The more they stay, the more they buy.”
[Tweet “Mall shoppers stayed longer and spent more because of supersized objects.”]
Consumers also paid return visits to the shopping center because of them.
How Can You Supersize Your Displays?
If you are a brand manager or retailer, you might be wondering, “How can I create a supersized display?” Or, “What should I create?”
With Massivit 3D technology, you can create anything. Owners of the giant Massivit 3D printer literally bring their customers’ dreams to reality.
This 5’2” (1.6 meter)-tall Senseo coffee maker traveled with the Tour de France atop a car but could easily attract customers as an in-store display.
This 6’6” (2 meter)-tall, 3D-printed POP display is for Carolina Herrera’s Good Girl perfume. (The bottle resembles a stiletto.)
Whatever you think up, Massivit 3D can print it. Size is no obstacle and speed is on your side because of Massivit 3D’s patented printing process. It’s fast!
Start by thinking about what type of giant display will charm or excite your customers. Then contact us to find the nearest Massivit 3D printer near you.