Visual Merchandising Tips
As visual merchandising becomes a more prominent feature in stores today, Visual Merchandiser thought we would highlight some of the most important visual merchandising tips. The basic idea behind visual merchandising is having a clean, well lit, inviting store. The merchandise needs to be grouped into neat piles or hanging displays so the customer can find exactly what they are looking for. If a store is inviting and visually pleasing, this will make the customer want to come into store and probably make a purchase. There are five main tips which ensure visual merchandising in store turns into sales: entice, impact, inspire, identify and add on.
In order to entice customers, window displays will need to be interesting enough to catch their eye and make them walk into store. Window displays should not be cluttered and without a clear message. If a window display successfully creates a theme or mood, then the customer will become curious about what your store has to offer, walk inside and maybe make a purchase. Window displays need to be constantly changed throughout seasons and must always show bestselling items which customers may be searching for. In order to make an impact on customers, the store must always be welcoming. Customers do not want a store where they instantly feel uncomfortable and walk straight back out of the door. As well as retail displays, music, lighting and even the temperature of the store can ensure that the customer stays in the store longer. Retail displays must make an impact and make the customer want to look around the store for more than a ‘quick look’.
In order to inspire customers, you must ensure that the customer can imagine wearing the product themselves. Here mannequins are extremely important. If a dress looks shapeless on a hanger and great once it is on a person, this is the item that needs to be worn on the mannequin. If a customer sees that it looks good on the mannequin, they may start to imagine wearing the dress themselves. If the dress has been teamed with accessories, the customer is inspired to create their own look and there is a good chance they will buy accessories if they buy the dress too! In order to identify what a customer wants, products should be grouped in logical groupings. If a customer is in a rush and needs something specific, having a well laid out store will enable them to find the product and make a purchase. Customers are more likely to buy if they can easily find what they are looking for, identify the price and find out where the checkout is. Items should be ideally grouped by type, colour and characteristics. Customers should be able to identify where products are through signage and product descriptions. Finally, displaying ‘add ons’ near the checkout can increase sales. In a clothing store, many customers will make an impulse buy of nail varnish or jewellery if it is placed near the checkout with a clear (usually cheap) price sign. These items can be the finishing touch to the dress they have just bought.