Visual merchandising is a way to arrange and display products to make it more appealing for customers to walk into a store and buy products.
Anyone who has walked into a store has witnessed it in action. The urge brands create to make customers walk straight in, asking what that mannequin is wearing, is not by accident. It is done through Store Visual Merchandising. Its ultimate purpose is to attract more customers and influence them to purchase products.
Having well-presented products in a store can influence customers to enter. But, Visual Merchandising makes them stay. It consists of optimizing your retail store and visual displays for maximum revenue, with the intent of turning your retail store into your most productive and efficient salesperson.
Here is how you can take store merchandising to the next level. So, you can convert the walk-by customers to walk-in customers.
The Five-Sense Talk
A multi-sensory experience is a key to creating a rich and immersive shopping experience, or what’s known as sensory branding. Often, the focus is solely on visually stimulating product displays and, the other four senses are forgotten. Let’s explore how you can use sight, sound, touch, smell, and taste to create a better experience.
- Sight: The possibilities are endless when visual indications are included to communicate the message. You can use colors to trigger retinas, lighting, balance, symmetry and, contrast to direct and control your customer’s focus.
- Sound: The music played at the stores has a profound effect on how customers behave in the stores while shopping. Music is used to encourage people to spend more time in the stores browsing. Something jazz won’t disturb you AT ALL!
- Smell: Aromas are major in a store. It is also known as scent marketing. The science behind it is real ––a nice perfume can make your time at the malls amazing. The fun part––it controls both emotion and memory (Major Players use it to the max) which is why customers often remember brands through their sense of smell.
- Taste: Giving customers samples of their products helps build trust. It is one of the most effective selling techniques used by businesses to spread awareness of their products. It is often practiced in the food and beverages industry.
- Touch: It is one of the easiest of all. Brands need to let customers touch and try out products that are merchandised. For instance, customers try out clothes in the stores.
The Colors Express!
Each color has a different story to tell. It can make or break your mood. Using the right color at the right place draws attention, conveys the message, unites the surroundings, and influences customers to take action.
As they can help you connect to your audience, choose colors based on what they make you feel and what image you want to create in their mind. Plus, understand what colors your competition is using and choose different sets to stand out.
However, the thing about colors is that they can’t be put in a box with a label of what it represents because everyone sees color differently. Here your creativity needs to do the magic!
Reveal DON’T Reveal
People buy things based on how they look and what they make them feel. So, display products in such a way the customers can imagine your products in their homes.
This technique used in the furniture stores where the furniture is displayed in a homely setting. It lets the customer visualize what it will look like in their homes. If customers can imagine your products in their personal space, they are more likely to buy your products.
The Rule Of Three
To create a display for products, most visual merchandisers use the rule of three. It means they would organize their products in groups of three. For instance, if you arrange things by their heights, you should place items that are short or tall to create asymmetry.
Normally, our eyes keep moving when the flow in our sight is regular. When there is asymmetry, it disturbs the flow and makes people stop in their tracks to look at what caught their attention. The asymmetry needs to be contrasted with even sections to maximize the impact.
Although the techniques discussed above are effective. They must be used in moderation as too much of anything will result in a loss of contrast. It is ultimately a contrast to which our minds are drawn to. So, make sure to leave spaces for the eyes and mind to rest. That’s when whitespaces come in.
White spaces are areas that are empty in stores. They don’t include any design elements. It directs focus on the products throughout the stores while reducing the noise around them.
Minimal designs with plenty of white space look beautiful and have a comforting feel to them. They not only direct attention to the right place but let customers interact with products without any trouble or distractions.
What They Want
When people enter the stores, they are going to get what they need. But they respond to products they want. Just because they need that coffee machine does not mean they will not consider an expensive model if it is displayed well with it.
Don’t Separate Them
Group products that gel together. Your customers will be encouraged to buy more from you when you group similar products or products used for similar purposes. It will become easy for them to find what they are looking for. Plus, it will save them time.
Vibe Through The Lights
Effective use of lighting is necessary for visual merchandising. It does not only engage your customer’s senses but also sets the tone for different emotions. Other than color schemes, the environment you want to create in your store largely depends upon how you use lighting. At times, colored lightings can be a bit hurtful as they cannot show color correctly.
For instance, Accent lighting is used to draw intention to specific products in the store. It gives an impression that these products are significant. It is often used to highlight products on shelves and window displays to attract customers into the stores.
A Witty Sign
A well-worded signage will grab your customer’s attention. Make sure these signs are short and readable. If your customers are seniors, make the fonts big enough for them to read. If you have kids as your target audience, handwriting fonts will go well.
The Dollar Game!
Make sure all your products are priced. No one wants to ask how much something is when they are browsing through your products.
Let The Creativity Flow
Your creativity is one of the most vital elements of visual merchandising. It will help your brand stand out from the rest. The ideas and thoughts you put in will go beyond the technicalities of Visual Merchandising.
Let me give a final breather, retail visual merchandising and product displays will be much easier to navigate if you know your target (market and audience) well. Mapping your customers through their income, education, or age is not enough. You would need to dive deep into their psychographics and behaviors to seal the deal. Combining them with your creativity will boost your sales and give you an advantage over your competitors.