The Comprehensive Guide to Commercial Displays

Custom displays play a crucial role in attracting customers, showcasing products, and strengthening brand identity. A well-planned display communicates your brand’s message through strategic design and placement, creating attention and encouraging engagement and purchasing.

So, how do you create a display that stands out? In this guide, we will explore creative display ideas, discuss their advantages and drawbacks, and highlight which types of displays work best for different industries. By the end, you will have the insights and inspiration to design compelling displays that enhance the customer experience and drive sales.

General Commercial Display Types

What is a commercial display?

A commercial display refers to any visual arrangement or fixture within a retail or trade environment. It is designed to showcase products, promote sales, and enhance the purchasing experience. These displays serve as silent salespeople, guiding customers’ attention and influencing decisions.

Key Aspects of Commercial Displays:

• Types of Displays: This includes window displays, point-of-sale displays, shelf arrangements, and standalone fixtures.
• Design and Aesthetics: Effective displays are thoughtfully designed to reflect the brand’s identity, attract attention, and engage customers through creative layouts and appealing visuals.​
• Functionality: Beyond aesthetics, displays must be practical, allowing easy access to products while maintaining organisation and flow within the view and try/test space.
• Marketing and Sales Influence: Well-designed displays can increase purchases, communicate brand identity, and highlight promotions or new products.

Commercial displays can help enhance customer engagement, improve venue layout, and maximise product visibility.

What are the types of store/retail, trade or exhibition displays?

In retail, trade or exhibitions, the displays play a crucial role in showcasing products, guiding customer flow, and enhancing the buying/purchasing experience. Different types of displays serve different purposes, from showcasing new arrivals to prompting purchases. Each display type is strategically used to enhance layout, capture client attention, and boost sales.

Some of the most common store, retail, trade or exhibition displays are:

1. Window Displays

Window displays are designed to capture attention and draw customers inside. They often feature seasonal themes, new products, or promotional items.

2. Point-of-Sale (POS) Displays

Located near checkout areas, POS displays encourage last-minute purchases by featuring smaller, high-demand items and/or promotional products.

3. End Cap Displays

These displays are placed at the end of aisles to highlight special offers, seasonal products, or high-margin items, making them highly visible to consumers.

4. Gondola Shelving

A common retail fixture, gondola shelves provide versatile product organisation, allowing retailers to arrange goods in a structured, easy-to-browse manner.

5. Freestanding Displays

These standalone units can be placed anywhere in the store to spotlight featured brands, promotions, or new products. Examples include dump bins, branded kiosks, or promotional stands.

6. Interactive Displays

Designed to engage customers, interactive displays may include product demonstrations, samples, or touch-and-feel experiences, enhancing customer decision-making.

7. Mannequin Displays

Common in fashion retail, mannequins showcase outfits and styling combinations, helping customers visualise how clothing and accessories will look when worn.

8. Shelf Talkers and Hanging Displays

Small signs or banners attached to shelves or hung from the ceiling to highlight product features or special promotions.

What are display props?

Display props are decorative or functional items that enhance product presentation, create visual interest, and reinforce branding. They help attract customers, tell a story, and make merchandise more appealing.

Types of Display Props:

• Display Walls and Freestanding Units: These can include functioning doors or windows to create themed environments or simulate real-life settings, perfect for storytelling and immersive brand experiences.
• Shelving and Risers: Tiered or single-level shelves and risers elevate products to eye level, add depth to displays, and highlight featured items with ease.
• Benches and Serveries: Often used in lifestyle or homeware retail, these horizontal display surfaces offer a grounded, approachable way to display products in a familiar, everyday context.
• Logo Props: Oversized, interactive logo props double as branding and engagement tools. They draw attention, encourage social sharing, and help reinforce brand identity.
• Thematic Décor: Seasonal or brand-inspired decorations that enhance the overall experience.
• Pedestals and Plinths: Provide a clean, structured way to highlight premium or high-value products.
• Display Cases: Secure and present delicate or high-end items like jewellery, electronics, or collectibles.

Retail Displays and Visual Merchandising

What are retail product displays?

Retail product displays are strategically designed setups/fixtures to showcase merchandise, attract customers, and improve the shopping experience. They are a key component of visual merchandising, shaping how customers interact with products and influencing purchasing decisions.

Why They Matter

Retail displays are the first point of contact between customers and products. They set the tone, guide store navigation, and enhance the overall shopping experience. Effective displays boost product visibility, spark interest, and encourage purchases.

The most effective displays are those that are appealing, strategically placed, and designed to engage shoppers.

Key Types of Retail Displays:

1. Window Displays
   Eye-catching setups that draw customers into the store.
   
2. Point-of-Sale (POS) Displays
   Placed near checkouts to trigger impulse buys (e.g. snacks, accessories).
   
3. End Cap Displays
   Found at aisle ends; ideal for promotions, seasonal items, or bestsellers.
   
4. Freestanding Displays
   Moveable, branded units are perfect for new or featured products.
   
5. Shelf Displays and Signage
   Organised shelves with clear labels and signs improve navigation and highlight deals.

What are point-of-purchase displays?

Point-of-purchase (POP) displays are strategically placed marketing materials or product stands near high-traffic zones within a store. Their primary purpose is to capture customer attention, encourage impulse buys or reinforce promotional messaging. They are typically in high-traffic areas, such as the ends of aisles or aisle centres, to influence purchase behaviour.

What is the difference between POS and POP?

While Point of Sale (POS) and Point of Purchase (POP) are often used interchangeably, they refer to different aspects of the retail buying process. Understanding their distinctions helps retailers optimise store layout and boost sales effectively.

Point of Purchase (POP)

• POP refers to any in-store location where a customer considers a purchase. This includes freestanding displays, end caps, shelf signage, and promotional setups that highlight specific products or offers. 
• The goal of POP marketing is to influence purchasing decisions by drawing attention to merchandise and encouraging impulse buys. 
• These displays are found throughout a store, such as near aisles, entryways, or product sections.

Point of Sale (POS)

• POS is the location where the transaction occurs, such as the checkout counter or self-service kiosk. 
• It is the final step of the buying process, where the exchange of goods and payment happens. 
• Retailers often enhance POS areas by strategically placing small, high-margin impulse items near the register to encourage additional purchases.

Key Difference

While POP displays exist throughout the store to engage shoppers before they reach checkout, POS displays leverage the transaction area itself to increase the total purchase value.

For example, in a beauty store, a POP display might showcase a new skincare line on a feature stand in the skincare section, whereas at the POS (checkout counter), small impulse items like lip balms, travel-sized products, or gift sets might be placed to encourage last-minute add-ons.

How often should retailers change their displays?

Retailers should regularly update their displays to keep the shopping experience fresh, attract repeat customers, and align with marketing strategies. The ideal frequency depends on the type of display and the store’s objectives:

• Seasonal and Holiday Displays: Update every 1-3 months to reflect key shopping periods (e.g., Christmas, Easter, back-to-school).
• Promotional and Sale Displays: Change as needed, typically every few weeks, to highlight new discounts, limited-time offers, or product launches.
• Window Displays: Refresh every 4-6 weeks to maintain customer interest and ensure relevance.
• Point-of-Sale (POS) Displays: Rotate monthly or based on product performance to maximise impulse purchases.
• General In-Store Displays: Adjust every 6-8 weeks to prevent stagnation and improve customer engagement.

Frequent updates ensure displays remain visually appealing and relevant while keeping the store environment dynamic and engaging for customers.

What is the best way to set up a retail display?

Setting up an effective retail display requires a combination of strategic planning, visual appeal, and customer psychology to maximise engagement and sales. Here is how to do it:

1. Define Your Display’s Purpose

Before setting up the display, determine its goal.

• Promote new arrivals or seasonal products.
• Highlight discounts and special offers.
• Encourage impulse purchases.
• Tell a brand story or enhance the shopping experience.

2. Choose the Right Location

Placement is crucial in attracting customer attention.

• Window displays should be visually striking to draw customers into the store.
• End caps and aisle displays work well for promotional or high-demand products.
• Point-of-sale (POS) displays near the checkout encourage last-minute add-ons.
• Freestanding displays allow flexible placement for featured products anywhere in-store.

3. Create a Strong Visual Hierarchy

An effective display guides the customer’s eye naturally.

• Place the most important products at eye level for maximum visibility.
• Use contrast in colour, lighting, or signage to make key products stand out.
• Keep a focal point to direct customer attention.

4. Use the Right Fixtures and Props

Choose display elements that complement your products. Pick:

• Shelving and risers for organised, multi-level displays.
• Mannequins for fashion and accessory stores.
• Signage and graphics to provide product information and pricing.
• Thematic décor to enhance storytelling and seasonal appeal.

5. Keep It Organised and Clutter-Free

A well-structured display ensures easy browsing and a clean look.

• Avoid overcrowding products and leave space for customers to interact.
• Group items by category, colour scheme, or complementary products.
• Make sure price tags and promotional signage are clear and visible.

6. Use Lighting to Enhance Impact

• Spotlights can highlight key products in the window and feature displays.
• Soft ambient lighting creates a warm, inviting atmosphere.
• LED strips under shelves add a modern touch and improve product visibility.

7. Rotate and Refresh Displays Regularly

Maintain customer interest.

• Update displays every four to six weeks or based on seasonal changes.
• Rearrange product placements to keep the store looking fresh.
• Track sales data to see which displays are most effective and adjust accordingly.

Which type of display works best for different settings?/What type of display works best for different store types?

While nearly any display can be effective in different industries, selecting the most strategic option will enhance product visibility and customer engagement. 

To help narrow down the choices, here is a look at common retail store types and the most effective display options for each.

1. Florists

Florists rely on visual appeal and fragrance to attract and convert customers. Displays should focus on colour, height variation, and easy access to arrangements.

The best display options for florists are:

• Tiered display stands: Showcase arrangements at multiple heights for visual impact.
• Refrigerated floral displays: Keep fresh flowers visible while preserving their lifespan.
• Boutique-style shelving or crates: Great for presenting dried flowers, vases, and gift add-ons.
• Window displays with seasonal themes: Draw in foot traffic with eye-catching, themed arrangements.
• Plinths and pedestals: Perfect for spotlighting premium arrangements or statement floral pieces near entrances or in windows.

General Retail Stores

Retail stores vary widely, but displays should support easy navigation and visual merchandising across multiple product categories.

Best display types:

• Endcap displays: Position high-margin or promotional products at aisle ends.
• Dump bins or baskets: Ideal for clearance or impulse items.
• Freestanding display units (FSDUs): Used to highlight brands or featured collections.
• Signage and shelf talkers: Reinforce branding and sales messages.
• Plinths and pedestals: Highlight hero products or new arrivals in a clean, focused way.

Tech Stores

Tech retailers should focus on engagement, education, and product security. Displays must balance functionality and aesthetics.

The best display options for tech stores include:

• Interactive demo stations: Let customers try gadgets like phones, tablets, and headphones.
• Plinths and pedestals: Great for spotlighting premium products, limited-edition releases, or new launches with minimalist elegance.
• Digital kiosks: Offer specs, videos, and comparisons to assist decision-making.
• Glass display cases: Protect and showcase high-value or compact items like smartwatches or accessories.
• Wall-mounted shelving: Useful for accessories such as cables and cases.
• Brand-specific islands or pods: Elevate the experience for premium product lines (e.g., Apple, Samsung).

Exhibition and Trade Show Solutions

What are trade show displays?

A trade show display is a promotional setup businesses use to showcase their brand, products, or services at exhibitions, conventions, or trade fairs. It is designed to attract attention, engage visitors, and communicate key messages effectively in a competitive event environment.

Trade show displays vary in size and style, ranging from simple banner stands to elaborate booth designs with interactive elements. They often include custom graphics, signage, lighting, multimedia screens, and product samples to create a visually appealing and immersive brand experience.

Common Types of Trade Show Displays:

• Pop-up displays are portable and easy-to-set-up backdrops featuring branding and product information.
• Tabletop displays are compact displays used for smaller exhibits or product demonstrations.
• Interactive displays include digital screens, product samples, or virtual experiences to engage attendees.

How do you create a successful trade show display?

Creating a successful trade show display requires a strategic approach that aligns with your business goals and target audience. Proper planning ensures your booth design, product presentation, and engagement strategies are optimised to attract visitors, generate leads, and showcase your brand effectively.

Defining Your Trade Show Goals

Before designing the displays for your booth, determine why you are attending the trade show and what you hope to achieve. Some common goals include:

• Generating new leads and building a potential customer base.
• Increasing brand awareness and reinforcing industry presence.
• Showcasing new products or exclusive offerings to attract interest.
• Networking with key decision-makers, distributors, or end users.

Designing Your Booth for Maximum Impact

Your booth design is crucial in attracting visitors and making a lasting impression. Consider the following layout options to maximise visibility and engagement:

• Linear Booth: A traditional setup with a back wall and two side walls, ideal for a structured and focused product display.
• Island Booth: Open on all four sides, providing attendees with an immersive and interactive experience.
• Corner Booth: Featuring two open sides, offering greater visibility and easier access for visitors.

Selecting the Right Display Methods

Some effective display methods include:

• Shelving Units: Ideal for smaller items, allowing easy viewing from multiple angles.
• Display Cases: Suitable for high-value or delicate products that require protection while still being visible.
• Product Stands: Great for larger items that need a specific viewing angle or hands-on interaction.
• Pop-Up Displays: Lightweight, portable backdrops for branding and promotional messaging.
• Display Plinths: Raised platforms that elevate key products for better visibility.

To enhance visitor engagement, incorporate interactive elements such as:

• Touchscreens: Digital displays that provide additional product details or self-guided demonstrations.
• Live Demonstrations: Staff-led product demonstrations highlighting features, functionality, and real-world applications.

What are props in an event?

Props in a trade show or event are decorative or functional elements that enhance booth displays, create an engaging atmosphere, and reinforce brand messaging. They help attract attention, make exhibits more interactive, and support storytelling by visually representing a brand’s identity and products.

Some standard trade show/event props are:

• Large-scale branded signage and banners, such as flags or hanging signs, showcase company logos, slogans, and promotional messages to attract attention.
• Display plinths and pedestals elevate featured products, creating a professional and visually appealing presentation.
• Pop-up backdrops and stands provide a portable, branded background that enhances the overall visual impact of the exhibit.
• Thematic decor, including oversized product models, greenery, or artistic elements, helps align the display with a specific industry or theme.
• Branded furniture and seating areas, such as tables, chairs, or lounge spaces, offer visitors a comfortable place to interact with the exhibit.
• Strategic lighting enhancements, like spotlights, LED strips, or backlit elements, highlight key areas of the display and draw in attendees.
• Interactive elements, such as touchscreens, VR setups, or live product demonstrations, create an engaging and immersive experience for visitors.

Why Props Are Important

Props create a visually appealing, memorable experience at trade shows and events. They help exhibitors stand out, communicate their message effectively, and encourage visitors to explore, engage, and interact with the brand. Well-designed props contribute to a more substantial brand presence, increasing the likelihood of generating leads and making lasting impressions.

What are the types of event props?

Event props are decorative and functional elements that enhance the atmosphere, reinforce themes, and create engaging experiences at trade shows, corporate events, exhibitions, and promotional activations. The most popular event props are:

1. Branded Props

• Signage: Freestanding or hanging displays featuring logos, slogans, or promotional messages.
• Pop-Up Backdrops: Portable displays that provide a professional, branded background.
• Display Plinths and Pedestals: Raised platforms to showcase featured products or awards.

2. Decorative Props

• Thematic Decor: Custom props tailored to the event’s theme, such as oversized product models, greenery, or artistic installations.
• Drapery and Fabric Installations: Elegant fabrics, curtains, or swags that transform event spaces.
• Floral and Greenery Arrangements: Artificial or real plants, flower walls, or hanging installations.

3. Interactive Props

• Touchscreen Displays: Digital screens providing product information, videos, or virtual experiences—often inset into customised display furniture.
• Photo Booth Props: Branded cutouts, backdrops, or fun accessories for event photography.
• Live Demonstration Stations: Hands-on areas where attendees can interact with products or services.

4. Lighting and Special Effects

• LED Light Fixtures: Illuminated signage, uplighting, or decorative light strips to enhance displays.
• Projection-Mapping and Digital Screens: Dynamic visuals that create immersive experiences.
• Fog Machines and Special Effects: Used for dramatic entrances or themed events.

5. Functional Props

• Branded Furniture: Custom tables, chairs, and lounge areas for visitor interaction.
• Podiums and Stages: Raised platforms for speakers, presentations, or product reveals.
• Portable Partitions and Modular Walls: Used to create defined spaces within a larger venue.