Visual merchandising is a strategy used to improve the aesthetics of a product to sell more. It plays an important role in the culture, look and feel of a brand. The visual merchandising done properly creates awareness and loyalty among the customers of a brand. The core intent after this merchandising is to draw more customer’s attention to the merchandise you’re selling and here involves a major factor known as the aesthetic quality of the display.
The most important reason for getting more customers’ attention is to sell more and generates more profits. Visual merchandising triggers the engagement process even before setting foot in the store.
Various Factors
The store’s appearance matters a lot for the success of merchandising campaign and it includes everything from:
- Lighting
- Packaging
- Presentation
- Signage
- Colors, shapes
- DisplaysHere we’ll be discussing some most important elements of visual merchandising to consider:
Themes
Themes are a great way to execute better visual merchandising by implementing subject matters into the displays. It does depict a story to your customers and creates a desire to buy. It allows a brand to revamp with new colors, fonts, layouts, and design. Certain themes only suit new product launches. When it comes to themes there are no specific rules to follow through but, the consideration of events, products, and the season does complement it.
Color is the King
In visual merchandising color is the king it can either make and break your stores’ display. Even erratic product display works if the color combination goes well. White and black are single hue colors and both create striking, eye-catching displays.
When something seems good to the eyes the foot follows. Following the principle, you can use powerful colors to catch customer’s eyes and get them to your display.
Create a Focal Point
The focal point is also known as a hotspot. Find where do the watcher’s eyes focus on the display. Look for the specific points on the display where the eye stays. Examine the viewer’s point of view and position the displays accordingly. Defining a focal point is the necessary thing to do so that customers can see the merchandise. The focal point is every place where your eyes stay or focus and it can either be defined with a light beam focusing a hotspot on display. For example, if you running a garments business /clothing store mannequin display for your merchandise can also be the focal point or hotspot.
Brand Loyalty
Brand stores use visual components to improve the customer’s experience that eventually leads to higher sales and customer satisfaction. Branding is necessary to sell the products to the younger generations nowadays it can be through digital media, banners. Elegant product displays will generate brand recognition and awareness. Brand loyalty tends to create an urge within the customers for repeat buying. Using such a strategy plays a vital role in expanding the brand’s customer base.
Exposure of Merchandise to the Maximum number of Customers
Retail merchandise works on the principle of retail is detail. Big profits are the possible result of incremental improvement of displays used for merchandise. The more the products are visible, the more it tends to sell. A retail marketer must expose the products to the maximum customers, the admiration leads to impulsive buying.
Use Empty Space Wisely
Almost all retail stores have underutilized space. Usually, that vacant space is in between the merchandise and the ceiling. If that space in your store is not in use you should start utilizing it. Different things can be done on that available space you can use signage depicting the brand or product information.
Avoid Overwhelming
For most retailers, it is simple to be pulled in to the new stock opportunities and be continually adding variety and choices for the customer. Do not offer too much to the customer it may cause risk to your business and make the client buying process complex. Displaying the merchandise in the wrong way will take you out of balance and will complicate the choices. Overwhelming doesn’t only mean that you are offering more it might be the problem regarding displays. Brand store display ideas should be followed not to fall into problems.
Tonality
Tonality refers to as consistency/quality of sales material throughout the brand. It is also mentioned as brand voice/personality. It conveys the brand completeness, looks, and feel within the existing market. Visual merchandising should be consonant across all possible party lines. This builds an emotional connection between brand and their customers.
Conclusion
In today’s world, the brand stores must have to be competent and proactive in their visual merchandising; undoubtedly it has become of key importance. Retailers need to understand the power of the right marketing. Strong visual merchandising leads to impulsive buying. The major difference between a successful and hardly breaking even store is visual merchandising.
