Associate feelings with merchandise

By Natalie Tan

Create displays that evoke customers’ emotions.

There are many reasons that people buy products. Sometimes it is a need that has to be met. But these days even essentials offer more sophisticated options.


For example, one may need sunglasses for going outdoors on a sunny day, but there’s more to picking out a pair of sunglasses than just seeking to provide relief to the eyes. Style, color, special features or brand shifts the purchase into the next level of buying from need to want.



Seaside retailers are well aware that shopping is often more than a need-based activity. It’s that freedom to choose specific features that makes shopping less of a chore and more of a fun adventure.




The business of want

If “want” is an emotion that can override “need” then we should be in the business of driving the “want.” When a product’s desirability is elevated through unique characteristics or additional features, this also increases the price point and thus, business margins. Driving the feelings of want and desire is a far stronger motivation to buy than the need to purchase.


To foster the feelings of desire toward the merchandise in the store, it is the job of the retailer to reinforce the reasons people buy, which are plentiful. For example, “love” is a primary driver of sales of so many products. This includes love for one’s partner, family, friends or even pets. Love makes people buy products to help them express this emotion. Even love for one’s own personal well-being compels people to buy higher price point products.


Tapping into the emotions

When creating displays, ensure that the presentation set-up taps into the emotional driver. For example, one may display bath and body products simply by themselves, all organized by scent and arranged in a row. Alternatively, one may also use a picture of the product in use, such as a person holding a soap or applying the lotion to the skin, with a background of the flower or fruit that created the scent, and placing this along with the product grouping.


To foster the feelings of desire toward the merchandise in the store, it is the job of the retailer to reinforce the reasons people buy, which are plentiful.



By using the picture, we have effectively brought the shopper closer to the merchandise by showing the benefits and pleasurable experience that the bath products deliver. A great resource for pictures or product graphics are your suppliers. Ask for display materials that will better promote their brand and products. If none are available, ask their permission to download or copy any images they may have on their website that you can print and incorporate into your display presentations.