Research from the University of Minnesota¹ suggests that wood display fixtures in golf and resort shops compliment consumers’ perception of products better than glass display fixtures. You’re sold, right? We’ll just go ahead and place your order for our Hampstead fixtures–you can recycle your glass fixtures and call it a day!
…It was a nice thought. If you’re anything close to a normal human being, you would think suspiciously of that kind of information coming from a business that sells wood displays. “Glass displays are so modern, so chic and attractive!” you say. Well, to confess all, we did make some assumptions here and yes, we do want to sell our fixtures. Let’s take a deeper look into the research, shall we? (you can also read the article for yourself here)
Basically, the article strives to make the point that a consumer’s impression of a display fixture and its ability to influence their perception of the product on display depends on the consumer’s mindset. “Independent” thinkers, as the research suggests, tend to see displays and their products as independent and distinct objects. Therefore, if they think wood is traditional, they will see the product on it as trendy. Alternatively, if they think glass is trendy, they will see the product as traditional. “Interdependent” thinkers, on the other hand, tend to morph displays and their products as one unit and see them as either trendy or traditional.
To conjure the claim in paragraph one, we made the assumption that, because we serve the shops in the golf and resort industry, our clients’ customers usually come from discussing business deals on the golf course or from working for weeks on end and now finally on vacation. We then assumed that because of these situations, they would generally have an “independent” state of mind when shopping: “thinking more of themselves as a separate distinctive person who is unlike others,” and therefore would think of the products as trendy when displayed on wood fixtures.
In conclusion, we hope these findings are helpful for you–even if that means just having a better understanding of your customers. They don’t suggest that all shops are suited for wood fixtures, but that display fixtures do have an affect on people, and in a way we may not have realized before. If you’ve discovered anything interesting about your customers as they’ve gone through your shop, share it in the comment box below!
- Rui (Juliet) Zhu and Joan Meyers-Levy. The Influence of Self-View on Context Effects: How Display Fixtures Can Affect Product Evaluations. Journal of Marketing Research, February 2009 Print Edition