Displaying a Cause

By Becky Tyre, Journalist and owner of the Retail Details blog
Cause marketing is advertising that you are donating a portion of your sales (or sales of designated products) to a particular cause, organization or charity. Today’s cost-conscious consumers are also cause-conscious shoppers. When a customer discovers that you care about the same things they do, a connection is formed.

Creative displays for cause-related products can be centered around a color theme. Since October is National Breast Cancer Awareness Month and I’m sure you are planning your fall displays, here’s a fun idea to combine the two. Pink pumpkins.

At the St. John’s Auxiliary Gift Shop in Springfield, MO, they mix pink ribbon branded products with other pink items from their shop to create shelves of pink. Using a single color as a theme allows the mixture of accessories, jewelry and household products into a single display.
Monkee’s of Blowing Rock in North Carolina, has branded t-shirts as part of their We Wear Pink campaign. They decorate the poles in front of the store with pink ribbons during the month of October to draw attention to the month-long celebration.
Pink Ribbon displays are not just for apparel and accessory stores. At Pride’s Corner Farms in Lebanon, CT, they offer “great plants for a great cause”. Pink ribbon signage tops their display of plants in pink pots and the sales benefit breast cancer research.
Hope and Courage are the theme at the breast cancer awareness display at Melinda’s Fine Gifts in Picayune, MS.
At Peaches Home and Gift in San Antonio, TX, they designate a corner of their store for a “Fight Like A Girl” campaign. The Dalmatian wearing boxing gloves adds a bit of whimsy to the display.
Not all cause-related displays are color related. The Caren Cares Project donates part of their proceeds from their sales to breast cancer research. They provide explanatory literature and signs for their retailers to use in displaying their skin care products. Their product is beautifully displayed at The Hanger in Leighton, PA.
Even stores that do not carry cause-branded merchandise can show their support. This display of books promotes a “Read for the Cure” promotion for Mother’s Day which raises money for breast cancer research.
You may choose to support local or national charities in your retail store. By picking a cause that you feel passionate about and creating interesting and informing displays, you will show that you and willing to give back to your community and encourage others to do the same.

Becky Tyre is a Florida-based journalist, visual merchandising consultant and display designer. She writes about retail topics and visual merchandising for national and trade publications and is the owner/writer of The Retail Details blog. For more information, please visit SwirlMarketing.com.