The retail industry has been going through some testing times, with many high-end chains bearing the brunt. However, approach is everything in this sector, and experts agree that visual merchandising might have a big role to play in boosting sales. Where The Trade Buys, a known dealer in postcard printing, brings a guide that will guide brands on using visual merchandising for increasing revenue.
Why is visual merchandising important?
The idea of visual merchandising is all about creating a plan for the entire shop floor, which includes displays, shelves and everything, and all together can help in engaging customers and influencing their choices. However, brands often associate visual merchandising with placing products on shelves, but there’s more to that, and it is known that apt visual display can change things for brand may inspire customer loyalty.
In case of visual merchandising, having a strategy is more than important, so that the consequences suffered by Maplin and Toys R Us can be avoided.
Start with customer desires and not wants!
Global retail sales are expected to touch USD 27.73 trillion by the end of 2020, and this surely offers a positive sign for brands in the retail sector. As per a study by Raj Raghunathan and Szu-Chi Huang, purchasing choices are influenced by emotional responses, which is why brands must offer something that customers desire through visual display. Displaying luxury items creates such desire, and you can also banners with displays for a better effect.
Group products together
The placement of products together is a great tactic for visual merchandising. A report found that when shoppers are exposed to maximum products, it can help in pushing sales, but it is also important to ensure that the displays are not too crowded. Having focal points in the store and using racks, shelves and mannequins effectively can boost sales by as much as 229%, said a report.
In this context, Pyramid Principle can be considered, which is about having a triangular display with smaller items on the side and the biggest one in the middle. Asymmetry is what can engage people, and generate interest. The Rule of Threeis also effective, which is about placing three products together, which creates asymmetry and brings attention to reach product.
Choose colors wisely
According to retail merchandiser Jessica Clarke, things that look too outlandish will seem offensive to the eye, while the easy things are quick to pass over. Selecting contrasting colors will help in getting attention for products and pay push the customer to buy a product.
Create a decompression zone
The decompression zone, for the uninitiated, is that part of the shop, which can elevate the shopper’s mood and get them acquainted with the surroundings of the store. Experience rules this zone, and it can help in transporting the consumer into the actual environment that’s different from the one outside. There are basic rules with the decompression zone, like it should be at least 10-15 feet in size, must be at the entry of the store and offer a view of the entire shop, must be designed with contrasting colours and furnishing, and should include stands, mannequins and lighting in an effective manner.
Almost 98% of people turn right when entering a store, so you can use the decompression zone to gear them towards a better store experience.
Consider other senses
According to reports, 75% of emotions come from our sense of smell, and aromas can elevate the mood by 40%. As such, visual displays cannot be about displays alone. You have to use aromas and scents in a way to attract customers. That’s what stores in the food retail has been doing. A particular smell often brings back feelings and certain memories, so consider your product and use scents that redefine the way people recognize the store.
Focus on strategy
You cannot do the same thing time and again with visual merchandizing. Experts suggest that shopping is forecast to change, and it will be more about customer engagement and experience than anything else. You have to rethink, change and evolve your strategies to ensure that visual merchandising remains viable and brings sales for your business. Consider all you want to achieve with visual merchandising, consider your products, and introduce better store experience, with some of the basic tips that we have discussed above. Effective use of displays, scents and lighting can create an ambience that can push customers to buy products.
Why not start with a fresh visual merchandising campaign this month?