How to Design Displays That Not Only Attract, But Also Convert
By Yan Luo | Samtop Display
Great visual displays do more than look good — they lead the customer on a journey: from seeing a product, to engaging with it, to putting it in their basket. In trade marketing terms, props and displays aren’t just branding tools — they are conversion funnels in physical form.
“The window caught their eye. The glorifier made them touch. The shelf talker closed the deal.”
This article breaks down how to map your display to each stage of the shopper funnel, and design props with purpose.
Most brands design POP displays for “visibility,” but stop short of thinking about conversion. They create props that attract attention, but don't guide customers toward a decision.
Without a structured shopper journey, customers may walk past even beautiful displays. Or they touch a tester but don’t get enough information to buy. Or they remember the brand but forget the offer.
Great displays lose sales when they fail to guide behavior.
Design your VM like a funnel, not just a fixture. Align each display zone — window, tester, shelf — with the psychological journey of your shopper. From visibility → engagement → purchase → recall.
🛍️ The Display Conversion Funnel (VM Edition)
| Stage | Shopper Behavior | Display Role |
|---|---|---|
| 1. Attention | Stops walking / notices | Window prop, lighting, bold color |
| 2. Interest | Steps closer, reads, touches | Tester tray, riser, plinth |
| 3. Engagement | Picks up, tries, examines | Mirror, info block, motion feature |
| 4. Decision | Adds to basket / asks staff | Price flag, bundle card, QR code |
| 5. Loyalty / Recall | Remembers brand next visit | Memorable texture, collectible prop, sustainable element |
🧠 Every prop should move the shopper one stage deeper.
🔍 Real Display Elements by Funnel Stage
🎯 1. Window Displays for Attention
- High-contrast color blocking
- Seasonal storytelling
- Oversized brand mark
- Mirror/light-play reflections
📌 Purpose: Stop foot traffic, drive store entry
📖 Learn more in our Retail Display Solutions
✨ 2. Counter Props for Interest
- Tester integration + light tray
- Elevated "Hero SKU"
- Branded risers and color-differentiated plinths
📌 Purpose: Turn passerby into browsers
💡 Browse materials ideal for counter displays
🧴 3. Touch Zones for Engagement
- Built-in mirror or motion panel
- Texture contrast: matte vs glossy
- Scent testers or swipeable pads
📌 Purpose: Extend dwell time and interaction
💡 4. Decision Drivers
- Shelf talkers: price, awards, claims
- GWP add-on trays or QR-linked promos
- Retail-exclusive or “Only at…” signage
📌 Purpose: Turn curiosity into purchase decision
♻️ 5. Recall Triggers
- Props shaped like the hero product or gift
- Sustainable materials or collectible features
- QR to unlock story content or community rewards
📌 Purpose: Brand recall, DTC follow-up
📦 See how we use eco-friendly display materials
📊 Real Case: Display Funnel in Action
Client: Global fragrance brand in Asia department stores
Props used:
- Window prop (arched lightbox + brandmark)
- LED tester plinth with mirror
- Shelf talker with QR code
✅ Results:
