| Market research by advertising agencies has | | | | and bookstores. |
| demonstrated that the vast majority of | | | | Store displays have evolved from banners stating |
| consumers pay very little attention to newspaper | | | | the name of a product and it's brand, to a |
| or television advertisements. Many people do not | | | | complete style and image statement. The success |
| read newspaper or watch promotional ads, and | | | | of retailing depends to a large extent on |
| this type of advertising in print or visual medias | | | | systematic store displays. It is considered a vital |
| has little impact on their buying decisions. As a | | | | investment, as it has long and short- term |
| result, they are seldom exposed to the various | | | | pay-offs for the retailer. Therefore, when new |
| products available on the market. This creates an | | | | retail stores are set up, a lot of money and |
| urgent need for marketers of various products to | | | | thought is spent in ensuring that the displays are |
| reach customers in more effective ways. Store | | | | attractive, sequential and capable of highlighting |
| displays play a major role in this process. Since | | | | products. Many retailers have learned the hard |
| most people do is shop regularly, store displays | | | | way that displaying a shabby or poor quality |
| have become a very effective advertising tool. | | | | displays does not pay off. In fact, what appears |
| Store displays serve the dual task of adding a | | | | to be a cost savings upfront can turn into |
| promotional element and providing a space to | | | | unexpected hassles when parts or expansion |
| display products. Store displays are fixtures where | | | | options aren't available or the original display |
| commodities can be displayed. They work equally | | | | manufacturer can't be located. Retail experts |
| well in a large retail apparel chain stores, small gift | | | | recommend purchasing displays that are easy to |
| shops, jewelry stores, boutiques, golf pro shops | | | | install, durable and easy to dismount. |