A question we hear often from clients is deceptively simple: if I put a display in store, how many people will actually stop and shop it? Displays are a common investment, and they’re often treated as a given: something that should work by virtue of being visible, branded, or well designed. But when you look closely at shopper behavior, the answer is rarely straightforward. The assumption is that a well-designed or flashy display will naturally drive engagement. In practice, observational research shows a more nuanced reality. Visibility alone does not guarantee interaction, and attention-grabbing displays are not always shopped.
To better understand display performance, we collected data from previous observational studies conducted across multiple environments. Rather than relying on what shoppers say they like (stated preference), this approach focuses on what they actually do in real time (revealed preference). Key measures include whether shoppers stop at a display, engage with it, and if that engagement leads to a purchase. Across our selected studies, display engagement varies widely. Visit rates range from low single digits to the high teens, depending on context. Importantly, some displays generate strong positive reactions without translating into meaningful engagement. Shoppers may notice a display, comment favorably on it, or recall it later, yet still walk past without stopping to shop. This highlights a critical distinction between being seen and being shopped.
One of the strongest drivers of display performance is placement. In several instances, the same display performed very differently depending on its position in the space. Moving a display from a lower-traffic area to a more prominent aisle doubled visit rates, without any changes to design or messaging. In another environment, a promotional table placed directly in the decompression zone, where shoppers are still orienting themselves, achieved only a 1% visit rate. A similar table placed farther into the space, once visitors had adjusted to the environment, reached a 14% visit rate (Figure 1). These patterns suggest that timing matters as much as visibility. Shoppers need a moment to transition into shopping mode. Displays placed too early may be noticed but are less likely to be engaged with. Placement that aligns with decision-making zones consistently outperforms placement based solely on entrance proximity.
Design also plays a significant role, particularly with respect to simplicity. Displays that perform best tend to communicate one clear idea. Single-product displays, or those organized around a narrow, singular theme, are easier for shoppers to process quickly. When a display requires explanation or blends multiple messages, engagement drops. Cognitive effort becomes a barrier to interaction. Overly designed displays can be another source of confusion. Highly extravagant or visually complex displays may signal importance, but they can also feel untouchable. Shoppers are often hesitant to disrupt something that appears too perfect. In contrast, displays that look approachable and easy to interact with are more likely to invite hands-on engagement.
This principle holds across environments. Whether highlighting a specific product line or curated multi-brand selections, displays built around a single cohesive theme consistently outperform those that mix categories or messages. When shoppers immediately understand what a display offers and what they are expected to do next (without having to stop and think), they are more likely to stop and shop.
These two patterns, together, placement and design, suggest that effective displays function less like brand monuments and more like navigational signposts. Their job is not to tell a long story, but to quickly communicate relevance and invite action. The most shopped displays prioritize clarity, placement, and shoppability over complexity or visual perfection.
It is also important to note that displays do not function in a vacuum. Their performance is influenced by broader factors such as category positioning, packaging, adjacencies, and a store’s overall flow. Displays (like all signage) tend to amplify what is already working within a space rather than compensate for structural challenges. Ultimately, not every display will drive meaningful engagement, and that is not necessarily a failure. However, when a display is placed where visitors are already primed to shop, communicates a clear and focused message, and feels easy to interact with, it can meaningfully influence behavior.
The real question isn’t whether to invest in displays. The question is whether those displays are designed to be shopped, and what message they’re sending if they’re not.
