Visual merchandising is multi-dimensionaland retailers can choose from various ideas when designing displays. This is one advantage that the retailers have over online sellers- the in-store experience, and the opportunity to show off products in engaging ways.
The key to designing a successful store display is by conceptualizing brand’s value and mission onto the walls and shelves. Merchandising utilizes product placement and displays to drive sales. It's an art form that relies on data and understands what drives shoppers. When done well it pushes a brand narrative that evokes something aesthetically pleasing and relatable. It can also provide touchpoints so consumers understand how to interact with products, especially at a time when the shoppers are distracted.
The intention of visual merchandising is to create stopping points and generate ideas for the shopper. It's very effective to be able to do that during the festive season as it tends to be a pretty rich and deep merchandising environment.
Below are the sure shot ways to ace the visual strategy;
Color Is King
Color is powerful; it can either make or break the store’s visual displays. A retailer might create an erratic display but if the colors coordinate well, the display can still be a work well together. Consider using contrasting colors or monochromatic colors for creating intriguing and eye-catching displays.
Create a Focal Point
Where does the viewer’s eye focus on your display? Do their eyes move toward a specific location on the display or are they confused about where to look? Create a hotspot--or focal point for the customers.
Examine your display from the customer’s point of view to ensure that they can easily view the hotspots and merchandise. Remember, the hotspot or the focal point is the product, not a visual element you use to add to the story.
Tell a Story
Use powerful, sales-enabling designs to display the advantages of buying the product. Present bullet points that tell customers why they need the product or how their life will become easier because of the product. By telling a story, the customer understands the product better and enables the buying decision.
Use empty space wisely
The section between the displayed merchandise and the ceiling is the most underutilized. This space can be used for many different things, like signage providing information about products or brands. You could display customer testimonials with the customer’s name and picture or profile the designers.
Visual merchandising tells the story of a brand. It's not just about product placement in a store but also about enveloping shoppers in an experience.
In a time of increased competition, thoughtful merchandising can be a key factor for increasing sales. Visual merchandising can create a deep connection of the brand with the consumer.
The article has been penned down by Piyush Bhandar, Co-founder, Jumpinggoose®