How to Make Your Displays Sell More (Without Saying a Word)
Photo by: She Plays With Fire
February 16, 2025
How to Make Your Displays Sell More (Without Saying a Word)
Great visual merchandising isn’t just about aesthetics or making your store look good, it should help you be able to actively sell. The right display can inspire customers, spark conversation, and guide customers toward buying decisions. They can even make suggestive selling feel effortless for your team.
Yet, so many retailers treat displays like passive decor instead of using them as a strategic sales tool.
If your team isn’t actively using displays to recommend products, here’s how to change that.
Show the Complete Look
Customers often don’t know what they need until they see it. Instead of displaying products in isolation or by category, group them in a way that tells a story.
Here are some examples:
Jewelry - When I worked in fine jewelry, we always displayed items in full sets (i.e. earrings, necklaces, and bracelet) so that customers could envision the entire look. We also made it feel real by mixing complementary pieces, not just matching sets from the same collection.
Clothing - I’ve walked into a boutique, spotted a jacket that was paired with a necklace, and immediately thought, I want that whole outfit. Customers need to see themselves in the look, so make sure your displays reflect different styles and lifestyles.
Grocery - Ever noticed how stores place pasta, sauce, and wine together? That’s because it' creates an easy “meal idea” in the customers while also eliminating decision fatigue. The same applies to your doors. Make it easy for your customers to say yes!
Sales Tip: Train your team to walk customers to a display and physically point out how items pair together. It might sound like, “let me show you how we love to style this.” Customers typically follow you and are excited for your suggestions.
Make It Feel Intentional
A well-done display should make customers think, this was put here for a reason. The more thoughtful the presentation, the easier it is to make recommendations and upsell.
Let’s see what that looks like:
Winery - A tasting room with a display featuring a bottle of wine, cheese board, and elegant glassware encourages customers to buy all three together. It visually reinforces the experience of enjoying the wine and being your space. Paint the picture, tell the story.
Luxury Eyewear - Instead of only displaying frames, try to pair them with a sleek case and lens cleaner. This suggests a full-care package and will naturally increase your average sale size. It also makes it easy to introduce maintenance and after care to a customer!
Holiday - A Christmas tree adorned with ornaments invites customers to purchase the entire set instead of just one. The key? Show the finished result they want.
Sales Tip: Train your team to reference displays during conversations. Try saying “this is one of my favorite pieces and I felt you would love it too! I want to show you what it looks like” or “I know you’ll love this! Let me show you.” This invites engagement without the pressure to buy.
Turn Browsing into Buying
Your display should answer unspoken questions such as: What goes with this? How will I wear this? What else do I need? How will this fit into my existing pieces/life?
Let’s see how this plays out in real time:
Laser and Electrolysis - A beautifully arranged display of post-treatment skincare products reassures clients that they’re making the best aftercare choices. It also plants the seed that these products are an essential next step which makes adding on far easier. It also naturally feels more serving vs selling.
Photography - Showcasing framed prints, albums, and digital options together helps customers visualize how they can display their memories at home or may even inspire them for the type of photos they want taken. It’ll help them think beyond digital files on a computer or phone.
Boutique - Featuring an outfit makes it easy for customers to add on accessories without overthinking. It removes the guesswork for customers, making them more likely to say yes.
Sales Tip: Instead of just talking about an item, have your team physically walk customers over and say, “This is our best-seller, and we love styling it with these pieces. Let me show you why they work so well together” and then be prepared to explain the benefits. And as a bonus, physically hand your customer that item so they can feel it.
Make Suggestive Selling Second Nature
The goal isn’t to push products, it’s to connect the dots for customers in a way that feels natural.
Many sales teams struggle with this because:
Feel pushy suggesting add-ons or upselling
Sell with their own wallet
Assume that customers won’t spend more or can’t afford something
Lack confidence in recommending products
Your displays should act as a built-in selling tool that helps ease those concerns and makes add-ons feel effortless.
Sales Tip: Train your team to use displays as conversation starters. Instead of saying, “Do you want a necklace with that?” try saying “This set was designed to be worn together. Let me show you how it looks layered!” And then walk over to the display to show them. This will also naturally build excitement.
Your Displays Should Be Working For You - So Are They?
If your displays aren’t actively helping you sell, you’re leaving money on the table. While they should never fully replace a salesperson or your team, they can and should help make adding on easier and effortless.
Ready to make a change? I work with sales teams to make suggestive selling feel natural (whether it’s through displays or additional add-on strategies) so that your team feels confident, customers feel excited, and your sales increase. Book a time on my calendar below.
ABOUT RACHEL
With more than 13 years of experience in luxury retail, Rachel now trains stores how to turn more lookers into buyers. She specializes in turning around underperforming stores and increasing customer retention.
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