Visual Merchandising is the art of presenting products to attract consumers, create interest, generate traffic and ultimately increase sales.
Visual merchandising techniques include:
- Working out the best store layout
- Choosing the correct products to promote and style
- Incorporating appropriate props to give the product context
- Adding the correct printed retail graphics to communicate key messages to the consumer and support the brand.
Many retailers will have specialist visual merchandising teams who create superb store environments and window displays. Here are range of hints, tips and tactics that will help you put together effective and enticing visual retail displays.
Keep the customer front of mind
In order for any merchandising to be successful, the most important thing to think about is why the customer visits your store. Research will enable you to prioritise what’s important to them. Do they come in for basic kitchenware or more specific baking gadgets? Segment and group your products to speed up their decision making process.
Direction is key
Everything about the world today is faster than it used to be. Consumers know what they want and fast – so make it easy for them. A good layout around the key selling hot-spots and using signage such as hanging posters or banners will help guide consumers to identify departments and product categories.
Tell a story
Creating themes other than the regular spring, summer seasons within stores and window displays will intrigue customers. How about a Great British Bake Off theme for your baking and kitchenware or the 2014 Commonwealth Games for your sportswear and equipment. A great example was the Blockbuster film – The Great Gatsby which inspired many stores to merchandise around 1920s fashion.
Remember the basics
There is a science when it comes to visual merchandising and you should always remember the following three points:
- Less is more: keeps your displays simple and uncluttered
- The rule of three: an odd number of products always works better as it keeps the eyes moving
- Repetition: if you’re stuck for an idea, use identical elements and repeat them over and over again for an impactful look.
Coordinate and cross sell
By coordinating products and accessories by colour, material, style or even price you are making it easier for the customer to shop. By positioning products together, consumers can easily visualise how things will look together in their home or encourage them to try a something new. By inspiring them with new ideas you will maximise the potential for cross selling.
Be bold with colour
Displays that are focused around colour can be very effective in capturing the customer’s attention. You don’t just have to use one colour you can use shades or completely contrasting colours to achieve successful results. If you have limited products, try a combining mostly neutral coloured products with a bright colour.
Give it some texture
It’s not just the products and props that need considering – have a think about the background texture to give your display some depth. You may want to use mirrors to introduce reflection or a luxury material to give a look of quality. Printed fabric displays are a great way of giving your merchandise a background too.
Change is a must
A great display is only great for a few weeks. You don’t want customers visiting your store and seeing the same display month in, month out. Change your visual retail displays to maintain interest and attract attention.
Retail display graphic specialists
At Cestrian, we can help you with your visual merchandising requirements from window display graphics to point of sale to give your stores the competitive edge they deserve.