Retail shops can still experience decent sales from their physical stores, despite the setbacks some brands have suffered in the industry lately. Visual merchandising has been a major selling process for many years. However, the problems dominating retail in 2018 make executing a successful visual merchandising strategy especially important if you want your retail brand to survive and prosper.
Want to create an effective visual merchandising strategy? Increase your brand’s profit margin with this guide…
How visual merchandising helps retail
Visual merchandising is essentially the design of a shop to produce a better shopping experience that will boost sales.
However, don’t think that visual merchandising is just about ‘looking nice’. There’s a science behind why certain presentations, structures and even colours deliver a better experience than alternative arrangements, and it’s been established that a strong visual display can raise turnover and strengthen your brand; even inspiring customer loyalty in the process.
“Visual merchandising is everything a shopper sees at your store that hopefully leads to a remarkable shopping experience. It is the unspoken language retailers use to communicate with their customers,” according to chief executive officer, Bob Phibbs, who runs The Retail Doctor retail consultancy firm in New York.
Check out our tips for visual merchandising in your store and avoiding the fate of Toys R Us and Maplin…
A ‘decompression zone’
A ‘decompression zone’ is believed to elevate a shopper’s mood and is based just inside the main entrance. It’s all about the experience, so you need to prepare your consumer for the shopping experience as soon as they step inside your building. Who wants to browse when they’re feeling negative or distracted? An effective decompression zone will help transport your consumer from the hustle and bustle of outside to a calmer, more focused environment that encourages browsing. Here are decompression zone tips:
- Based at shop entry with a full view of store.
- Minimum of 10-15 feet.
- Use mannequins, attractive stands and specialised lighting to highlight your newest ranges.
- Created using contrasting furnishings and colours from outside area to signal new atmosphere.
Did you know that almost all shoppers turn right when they walk inside a shop? Use your decompression zone to create a ‘circulation route’ from the right side that leads around your store for a smoother customer journey. Or, try placing your best products at the right of your decompression zone, if this is the most likely route consumers take.
Creating the perfect group display
Which products you put together plays a large role in the success or failure of your visual merchandising campaign. A recent report found that exposing your shopper to the maximum number of products is a tactical method when carrying out visual merchandising. However, don’t make your displays look crowded. Utilise different display furniture, such as mannequins, racks and shelves — whichever suits the product you’re merchandising — and bear in mind that focal points boost sales by a reported 229%, so ensure that you effectively direct your consumers when they enter your store.
Why not read up on the ‘Pyramid Principle’ or ‘Rule of Three’ methods to help? The Pyramid Principle dictates that you create a triangular display, with the biggest item in the middle and the smallest on the outside — which ensures that your display doesn’t look flat and boring. Instead, it will catch the eye, as the products seem to ‘fall’ down towards the viewer. Equally effective is the Rule of Three. Within this, you create attractive asymmetry that shoppers will find engaging. Apparently, humans see asymmetry as normal — which means they pay less attention. By placing product in groups of three, you can create a noticeable imbalance that forces the eye to take in each product individually, as opposed to the display in its entirety — excellent for effectively advertising each item.
Go for what your customers want
Global retail sales will reach USD 27.73 trillion by 2020, according to reports. To achieve an effective visual merchandising strategy, what products will you use to attract consumers? A tip here is to go for what you think your customer wants — not needs. According to a study by Raj Raghunathan and Szu-Chi Huang, emotional responses are influential in our purchasing choices — which is why you should focus on giving the customer something to desire.
Put your best, most luxurious items in your visual merchandising displays to help boost sales of high-end items.
Which colours to use
According to Jessica Clarke, a retail merchandiser and stylist: “Things that are easy to look at will be passed over, and things that are too outlandish will be offensive to the eye.” And this goes for colour. Don’t make garish, multi-coloured displays, but using two contrasting colours can help to catch the eye of a browser.
Changing your strategy
Never let your visual merchandising strategy stagnate. A major part of tactical visual merchandising is moving your presentations as new stock comes in. Don’t let customers get bored of visiting you — keep changing things up and you can make it look like you’re constantly replenishing your stock and bringing in new and wonderful items (even if you’re not).
Trends don’t last forever. Change your visual merchandising displays every month and retain the perception of innovation!
According to predictions, shopping is expected to transform, leaning more towards ‘the experience’ rather than simply buying. Start planning your shop’s next visual merchandising campaign and show your customers why they should choose your products over your retail competitors.
Author bio:
Gary Peeling is the managing director at leading UK print company, Where The Trade Buys, offering a speedy printing service for large and small businesses. The company provides has a range of printed products, such as selfie frames, outdoor banners, printed books and much more.
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