by Joanne Van Zuidam
There is so much buzz surrounding CBD, and whether or not retailers should add it to their store’s inventory. With its rising popularity and loosening regulations, it is worth consideration. In fact, the CBD industry is predicted to reach a market size of 13.4 billion by 2028 so it makes sense to make room on your shelves.
If you are unfamiliar with CBD (cannabidiol), it is important to note that it is not cannabis. CBD is a compound derived from the cannabis sativa plant and does not contain THC (tetrahydrocannabinol), the psychoactive ingredient in marijuana. CBD is commonly used for its potential medical benefits for conditions such as pain relief and anxiety without feeling the high of THC.
CBD is available in many forms, including capsules, tinctures, sprays, sublingual strips, topical ointments, suppositories, sprays, edibles, beverages, gums, gummies, and vape pens — for both humans and their pets. This expanding array of CBD products means a variety of different retailers can get in on the trend, from drug store chains to convenience stores to beauty supply shops to pet stores and more.
As with other merchandise, the display options are endless. Here are a few CBD display ideas to get started:
Drop Knowledge with an Educational Display
Data published by Invisibly’s Realtime Research survey of more than 1,000 adults in the U.S. found that 68 percent of those who have never used CBD said they did not realize there was any difference between the non-psychoactive CBD and the psychoactive THC components found in marijuana. However, 30 percent of those non-users would consider trying a CBD product. Increasing awareness will help consumers be more confident in purchasing these products, so create signage that includes information not only on the CBD in general (wellness benefits or safety profile) but also information specific to the brand that you are stocking (product ingredients, third-party testing, or certificate of analysis). A poster or other signage can list the benefits of the items, while smaller info cards placed near or behind products can briefly describe each of their features.
Focus on Doses for Delivery Modes Rather Than Needs
Consumers who buy CBD products do so for their purported health benefits, but, similar to supplements, regulations restrict manufacturers from claiming this merchandise addresses specific health concerns. Instead, add signage showing the typical dose for the CBD delivery method (for example, gummies) and how long the relief may last. Sharing any possible side effects and including a disclaimer to encourage consumers to speak with their health care providers before using any item is important, too, as there may be interactions with medication.
Create an Immersive CBD Experience
Go beyond signage and task a display table or an entire corner of your store to engage customers via their senses. Let customers sample products (if possible), use technology such as a display screen to play an educational video, or install a lighted display case to highlight products that may have a higher price point or cannot be sampled. Higher-priced merchandise can also require the help of a salesperson to discuss the product with the customer and ultimately close the sale.
Safely Show Off High-Priced Products
High-quality CBD products may come with a high price tag, which means they should be protected by displaying them in countertop display cases and cabinets that lock. Locking glass or acrylic display cases can feature a new or expensive product without the risk of theft. In addition, acrylic risers can organize and maximize the number of bottles on display. You can also place dummy packaging on risers as a visual to engage the customer and allow them to read product labels on the packaging without risk to the store.
Clear the Counters for Popular and Impulse Buys
Some CBD-infused products can be counted as impulse purchases, such as balms and lotions, and deserve a space at the counter. Other items, such as edibles and vape pens, should also be placed on the counter for security or restrictions. Lotions can be housed in a multi-shelf acrylic cabinet; balms can be displayed in an angled tin can display or in a gravity dispenser display so stock is always replenished at the front; and vape pens can be placed in tube holders or in standing, curved, or angled slot displays to keep stock neat and organized for customers to easily select from.
Work With Your Space
As mentioned earlier, CBD products can be sold by many different types of retailers, and it is easy to incorporate them into existing displays. First, think about your store’s layout. If you have Grid Walls along the perimeter of your space, multi compartment slatwall bins can display smaller items, like sprays and tinctures. A traditional grid layout can employ freestanding shelf displays in aisles, as end caps, or can be placed near the checkout to feature CBD-infused water. A free-flow space can take advantage of versatile acrylic cases and tables in the center of the store to draw attention to products.
An effective display for the CBD products you plan to offer is one that will excite, inform, and influence sales. Keeping the above ideas in mind and tailoring them for your customers and space will create the buzz (and sales) you are after.
Joanne Van Zuidam is a professional journalist, lifestyle content creator, and a writer at shopPOPdisplays.com, a leading manufacturer specializing in quality stock and customizable retail point-of-purchase (POP) displays and merchandise.