Retail Display Equipment: Eye Level is Buy Level

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Retail Display Equipment: Eye Level is Buy Level

Setting up a retail space is a massive undertaking. Business owners have to order price signs and sale signs, ensure that the lighting is adequate, and make the necessary changes to comply with fire department regulations and other safety standards. They must purchase checkout registers,, credit card machines, and related supplies, as well as all the shelving, racks, and other retail display equipment.

Among the necessary items for a retail space, retail displays are among the most important. They provide places for the products to sit or hang so that customers browsing in the store can view them and access them easily. Retailers who are just setting up a store can find retail display equipment for sale on eBay or at locations that specialise in furniture and supplies for retailers. As retailers arrange display equipment and stock them with products, they should keep in mind some important techniques for attracting customers and guiding them towards products.

Determining Product Levels for Retail Display Equipment

Studies show that, when faced with an aisle stocked from top to bottom with merchandise, people are most likely to purchase the products at eye level. Of course, eye level varies, depending on the height of the individual. To determine optimum eye level for a store, retailers should consider the average height of their clients.

Men are typically a bit taller than women, and children are much shorter. A toy store might emphasise two different lines of sight: that of the average child and that of the average parent. In contrast, a supermarket or home goods store may determine the right line of sight by the height of the average woman, placing the top products at an eye level of about to 1.6 to 1.7 m. Since older children often influence their parents' decisions, other premium products could be located just below the top, at 1.3 to 1.5 m above the floor. The less expensive, less desirable products could be stocked below that, towards the bottom of the shelving..

If there is not enough space at eye level to include some of the premium goods, retailers can draw attention to these products in other ways. A separate display, or some bold, bright signs with prices or simple words can attract the eyes of potential buyers.

Using Colour for Retail Display Equipment

Colours have a strong effect on the subconscious mind. As shoppers move through a store, they are attracted or repelled by certain colours. The hues that are attractive to them depend on a number of factors, such as age, gender, mood, and purpose. Other factors include the education level and cultural status of the customers.

When selecting a colour palette, retailers must think carefully about the target clientele and the type of customers that the establishment usually attracts. The chart below suggests some colours that work well for certain types of retail locations.

Target Audience

Retail Examples

Suggested Colours


Beauty salon, fashion boutique, accessories shops

Light blue or green, coral, pink, purple, pastel colours


Men's clothing shop, men's shoe store

Blue, red, green

Children in the company of adults

Toy store, children's clothing store

Bright primary colours, such as green, red, blue, yellow, and orange, with some secondary colours

Hungry people who want to relax

Coffee shops, restaurants, cafes, and bistros

Red, orange, brown, blue

People seeking medical care

Doctor's offices, hospitals, dentist's offices, chiropractic clinics

White, light green, light blue

Hungry people in a hurry

Fast-food restaurants

Red, white, yellow

Thirsty people

Bars, taverns, hotels

Green, brown, black, soft orange

People who want to have fun

Movie theatres, arcades, dance halls

Yellow, red, orange, purple

Studies have proven that certain colours have specific effects on human emotions and behaviour. However, the colours cannot be simply splashed about the establishment. The rooms and spaces must be thoughtfully designed, emphasising some hues and employing others more subtly. The total effect should be pleasing to the eye and should make customers want to stay and partake in the activities or merchandise of the location.

For instance, green seems to induce thirst, so bars and restaurants should consider including shades of green. Too much yellow repels people and makes them uncomfortable. In contrast, a little yellow that is tastefully used in the decor of the retail space inspires customers to be cheerful and have fun with their shopping. Using softer complementary colours and some neutral hues tames the look of the room and keeps it from being too overwhelming for customers.

Understanding the Types of Retail Display Equipment

Many types of retail display equipment are available in the market. Stores commonly use rows of shelves to display their products. This is a simple, effective way to show off many different items and stock multiples of each item.

End Caps

Stores may also use end caps, displays which stand at the very end of a row of shelves and catch the attention of people coming and going in both directions. End caps often feature a product that is new or on sale. An end cap sometimes include a small television screen that runs advertisements on a continuous loop. Usually, such audiovisual retail displays feature people using the product and explaining its benefits. If retailers plan to use end caps with screens, they must make sure that the volume is loud enough to attract attention but not so loud as to annoy shoppers.

Retail Signs

Retail signs are placed throughout a store to draw the customer's eye to specific products. In a grocery store aisle, small red or yellow signs may indicate sale items. Large signs in a clothing store may herald a new clothing line or mark a section of clearance racks. Smaller shops along a city street often put signs in their front windows, tempting passersby to come in and view their goods.

Countertop Displays

A countertop display, as the name suggests, sits atop a counter and is therefore easy to see, usually near the checkout area. Jewellery counters and accessories shops often feature such displays. The countertop display is designed to tempt customers to indulge in a last-minute additional purchase. For instance, a woman who is buying a necklace may see earrings on a countertop display and purchase them because they match her new necklace perfectly. In many cases, the countertop display is designed to rotate freely, allowing the retailer to display products on every side.

Stand-Alone Floor Displays

Items like postcards, specialty foods, magazines, or sunglasses are often displayed using a stand-alone floor display. These are typically tall displays with notches, hooks, or pockets designed to hold a specific kind of product. Like countertop displays, they often swivel 360 degrees for easy viewing. Some stand-alone floor displays may be lower, as in the case of coolers that sit in the centre of the refrigerated section in a grocery store.

Making Changes to Retail Display Equipment

Changing an entire retail display involves a lot of work, usually after hours when the store is closed to customers. Many retailers may be understandably reluctant to change their displays often. However, if they leave the display exactly the same for too long, customers become accustomed to it and ignore it. Instead of attracting attention as it originally did, the display then outlives its purpose and becomes just another object in the store.

Making frequent, effective changes to retail store displays is essential. New displays keep the customers' interest and inspire them to try new products. In a supermarket, a display for healthy snacks might be replaced with a display for a new juice drink. In a clothing shop, a seasonal spring-themed display could be changed out for one featuring summer items.

Buying Retail Display Equipment on eBay

You can find affordable retail display equipment in good condition when you search on eBay.. Enter a search term, such as "retail display equipment&", or a more specific search term into the search bar on eBay's home page. Then filter the listings you see by condition, price, location, shipping options, and seller options. Applying search filters creates a more tailored, concise list of search results that closely match your needs.

Retail display equipment is usually bulky, which means that the postage and packing (P&P) expenses are fairly high. If you find a seller offering great products with free P&P, take advantage of the extra savings. Also, keep your eyes open for eBay's Top-rated Sellers, whose listings are marked by a special badge. These sellers have high feedback ratings from customers.

When you save a search,, eBay has your permission to email you notifications each time sellers post new listings for retail display equipment. Once you receive such an email, you can go online to view the new products to see if they meet your needs.


Depending on the type of retail establishment that owners are furnishing, they may need different kinds of retail displays. Some common choices include shelves, racks, refrigeration units, countertop displays, and end caps. Other items that assist in retail display include audiovisual equipment and signage. Before selecting the type of retail display equipment they want, retailers need to determine which products should be on display at all times and which ones are to be rotated out periodically. They must also identify how many units of each product should be available to customers, since this has bearing on the capacity of the retail display equipment.

As retailers stock their shelves and other display areas, they should do so strategically. They must place the high-priced, high-quality items at eye-level, tempting customers to purchase those products. Lower-quality or low-priced items may go on lower shelves. With strategic planning and targeted retail displays, retailers should be able to guide customers through the shopping experience and reap the benefits. Thanks to its wide seller network, eBay can be a valuable resource where a small business can find the right kinds of retail displays at affordable prices.

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