Finding success in the retail industry depends greatly on the quality of the products, however in order to convert good products into sold products, there must be strategy behind the merchandise. Visual merchandising encompasses a number of techniques used to attract a customer’s attention and encourage a purchase. Visual merchandising is used for any type of retail store in order to highlight products and encourage a positive brand image.
Through effective visual merchandising, retailers of all nature can create a positive impact on in-store sales. From store layout to visual displays, visual merchandising focuses on both the placement and presentation of products within the store.
Why Is Visual Merchandising Important?
Effective merchandising presents product in way that is enticing for customers and influences a desire to buy. Visually engaging displays whether within a window, on the walls, on a mannequin, or on freestanding furniture inspires customer to purchase your products. It encourages shoppers to envision your products as their own or convince them that your products are just what they need. Visual merchandising has the potential to positively affect sales, but it can also affect them negatively making it extremely important to dedicate time and energy into creating displays that are not only aesthetically appealing, but also functional and flexible.
What Is Used In Visual Merchandising?
Visual merchandising coordinates displays and décor within a retail store that work together to promote products while supporting the overall ambiance of the store. Visual merchandising incorporates a number of design techniques and factors such as:
Color – Color is a key element in successful merchandising. It can be used boldly or brightly to attract attention and likewise be used to in a more neutral and soothing manner to create peaceful surroundings. Color can be used in accordance with the purpose and identify of your brand, while adapting to the design of individual products.
Displays – The possibilities for displays within a retail store are endless. From location to fixtures and fittings, an in-store display can creatively cater to any product. The key is to arrange products so that they are eye-catching, but also finding the positions that will best display those products. There must be a balance between creativity and functionality that will attract customer attention rather than discouraging it. Displays can also be a great way to promote multiple products through themes and pairings allowing you suggest a number of items in one display. Having a variety of display fixtures such as window installations, racks, shelving, and furniture can create opportunities for varying themes within your store. Displays should also be positioned strategically to attract the most attention. Near the entrance of the store and surrounding the cash registers are key locations for high product sales.
Signage – Having adequate signage that is easy for customers to see and understand is another key element. Proper signage of pricing and sales makes it easy for customers to make the decision to buy. A question that can easily be answered through a sign provides a level of convenience that can make quite the difference. When a customer has to track down an employee to ask a simple question, it can decrease their interest in the item and cost you a potential sale. Signage must also be done tastefully and tactfully so that the overall impression of your store remains true to your brand and purpose.
Ambiance: The feel of your store can be significantly affected by elements such as lighting, music, smells, and even temperature. Within your merchandising scheme, design components that will create an ambiance that encourages buyers to shop. You want your customers to feel comfortable and at ease. Consider the overall purpose of your store in order to determine the level of lighting to best display products and the type of music that your customers will most likely enjoy listening to. These along with smell and temperature can help encourage customers to linger in your store and increase the chances of a sale.
For more information about effective visual merchandising or to schedule a consultation with our creative and experienced design team, contact Heather Allen Design Group today at (702) 547-1616.
Heather Allen Design Group
5275 South Arville Street #104, Las Vegas, NV 89118
(702) 547-1616