This week in retail: Star Wars display

“May the force be with you always,” — really. Even in the toy aisle.

With the latest installment of the Star Wars franchise, “The Last Jedi,” coming out in December, marketing efforts are buzzing to drive interest — and licensed merchandise galore.

We’ve seen out-of-home marketing, print efforts, — oh, and that little trailer premiere on Monday Night Football.

Every marketing strategy has been designed with intention that will resonate with fans and generate the most hype. This in-store display is no exception.

So let’s take a closer look. Here were have an end cap, with Star Wars licensed merchandise. There’s a 3D display of the movie’s main character, and when a user places their hand over a button, it illuminates the lightsaber.

Making a POS display an interactive experience? Basically the way to win our hearts. See, if you’re going to be selling Star Wars anyway, you might as well make it cool.

What we love:

  • It’s eye catching: large scale, 3D, interactive, and more. Checks all the boxes for ways to stop a shopper.
  • It resonates with Star Wars fans: for fans who are invested in all things of the franchise, gets their attention and delivers on the movie hype they’re looking for.

Our only word of caution:

  • If your display requires the customer to do something, make sure the customer knows how to do it.

Not naming names but… when our team spotted this display, some of us couldn’t figure out how to use it. Maybe we’re lacking the force, but we feel the small font on this endcap is easy to miss.

It’s a delicate balance to strike — the instructions don’t need to overpower this display — but, nevertheless, it’s an important one. Don’t leave your customer feeling clueless.

The lesson: if you’re investing the time and money to create a show-stopping display, make sure to keep the end-user (shopper) interaction top-of-mind so nothing falls short when the display hits the store.