Anyone who manages a small business knows how challenging it can be to draw new customers into a brick-and-mortar store. In these fast-paced times, customers rarely find a moment to have a leisurely browse in an unfamiliar shop. Adding to the challenge of attracting customers today is the reality that attention spans are becoming shorter than ever. And since a constant stream of social media is at everyone’s fingertips, it has become an even greater challenge to make customers notice a storefront. Given the pressure faced by small businesses due to the switch to online shopping, the drive to attract new customers has become more urgent than ever.

Fortunately, there is a proven way for small business owners to overcome this challenge. The trick is to create a sensory experience inside the shop designed specifically to capture customers’ attention and motivate their purchase of products. Visual merchandising in Las Vegas presents a unique opportunity for small businesses in the area since so many potential customers happen to be tourists searching for entertainment. Businesses can attract these customers and generate sales with the help of a storefront and interior layout that fits with the entertainment-focused atmosphere of the city. A shop that successfully entertains is a sure-fire way to draw in passersby who are on vacation looking to have fun. To make a shop fit in with the local casinos and entertainment venues, install glitzy signage or hang dazzling art pieces on the walls.

Here are a few more tips on how businesses can make the most of retail visual merchandising in Las Vegas:

Make an Assessment of the Storefront and Interior

Begin with some starting points on taking a more strategic approach to attract customers into a store. The truth is that many small business owners are unfamiliar with the concept of visual merchandising in Las Vegas. Those who are hearing this term for the first time can be assured that this guide will touch on some fundamentals required for anyone to get started on improving their store. And if designing creative displays does not match with a particular business owner’s strengths, there are professionals at a visual merchandising firm in Las Vegas who are ready to help.

Evaluate the store to find areas for improvement. To start, try to enter the mind of a potential customer. Walk by the storefront and consider how it might tempt a passerby to enter. Is there anything catchy or unique about the storefront that creates a natural draw? After all, generating a sale starts with a customer walking into a store. Then consider whether the interior shop looks like a space that invites the customer to linger; are there any elements that are exciting, or perhaps calming? Next, scan the shop’s layout; is it simple to navigate, and does it encourage browsing?

Then think about whether the products currently on display are arranged in a way that attracts the eye. Attention should flow naturally from one product to another, ideally progressing between related items in a set. Check if signage effectively communicates information about product displays. Finally, notice if any other senses are engaged by elements in the store; is there appropriate music, or an appealing aroma? These elements can help invite customers to indulge in the browsing experience. After scanning each element at play in the presentation of products, consider whether the store tells a story. This last point is important since the most successful displays convey narratives that create mental or emotional connections between customers and the products on offer.

Design a Focal Point

Whenever a customer enters the shop, there is a much better chance they will stay and make a purchase if a display immediately catches their eye. Design a focal point with this principle in mind. The focal point should stand out as much as possible; do not hold back or try to be too subtle. Customers should never have to wonder where they should look when they step into a shop.

Position the focal point at eye level in a location near the front of the store. A compelling focal point stimulates curiosity; create something that encourages the customer to approach the display to take a closer look. Attractive or whimsical decorations can draw a customer in, but the highlight of the display should always be the product itself. Decorate the display in a manner that complements the product rather than distracts from it.

Make Use of Empty Space

When creating an interior, small business owners often pack their store full of products while leaving a significant amount of wall space empty. While it is true that customers tend not to immediately reach for products displayed on the highest shelves, their eyes will likely glance up at the walls while they are shopping. This area should not be neglected. Empty space, such as bare walls, offers a valuable opportunity to create a stronger narrative about the store and its products. Put up posters that tell a background story in words, or hang artwork with images that make a statement of their own.

For example, a boutique selling luxury watches could hang a painting of a well-dressed gentleman wearing a watch who is placing winning bets at a roulette wheel. This creates an association between the store and the image of a successful, luxurious lifestyle. The association is made more convincing because of its connection to the local casino setting.

When done right, visual merchandising in Las Vegas can be elevated into a real art form. In fact, renowned artists such as Andy Warhol and Salvador Dalí have designed window displays. However, not everyone was born with the gift to create fantastic interiors. Those who are less confident in their ability to give their shop a total makeover can take comfort knowing that there are teams of professionals ready to assist with the job. Small business owners who could use a little help taking their store’s presentation to the next level can hire experts at a visual merchandising group in Las Vegas.