How To Deliver Value With Visual Merchandising
What Is Visual Merchandising
From the moment a customer walks through your door, they enter a visual, touchy-feely blueprint of your business.
Great visual merchandising in retail stores encourages your customer to move around that environment in a natural, effortless way and ultimately influences them to buy.
But we don’t just want them to make a purchase, we want them to feel enchanted by that decision and spread the word.
When executed in the right way, visual merchandising influences purchasing decisions that move beyond the point of sale and out into the customer’s network of family and friends.
They become an advocate of your brand.
Why is Visual Merchandising Important?
Establishing an environment where your customer spends money is the difference between a healthy bottom line and closing down.
Emotive visual merchandising provides a far greater chance your business will accrue a healthy profit by inviting potential customers to see, feel and try your goods then making it easy for them to buy. Missing a sale because a customer didn’t find what they want is a common downfall.
But it’s not that simple. Being clear on your brand values is paramount because your belief in your product works best when it’s conveyed rather than over-explained. What does that mean? Well, when the merchandising visual is in alignment with your product, the retail store design will prove to be alluring and profitable.
How Does Visual Merchandising Work?
Just as important as how things look is how the customer feels when they’re in your retail store.
Landscaping is one of the key elements of great retail store design. Guiding the customer’s focus towards a particular product can be done in a number of ways including lighting, colour and movement – collectively creating what we might call product ‘pop outs’.
A well-placed spotlight, an enticing fragrance, right through to obvious ‘shelf wobblers’ coach your customer’s attention towards their next purchase.
By applying sensory cues – what the customer can see, hear, smell and touch – you can make them feel more awake and alive and inadvertently happier to spend.
What Are The Principles Of Visual Merchandising Display?
Texture, lighting, landscaping, aesthetics and the integration of those elements are fundamental to any great retail interior design.
- Texture: creates contrast and encourages the customer to engage with the product through touch.
- Lighting: from the retail floor to changing rooms to the service desk, correct lighting will create a feeling of inclusion and happiness.
- Landscaping: great landscaping encourages retail meandering but is also about not making the customer have to reach too high or too low. You want to create opportunities to make a sale not lose one.
- Aesthetics: whether you’re a budget store or luxury retail outlet, the aesthetic needs to speak to your customer in a way that feels comfortable. Each element of your retail store design must also speak to your brand values.
- Integration: ideally, the communion of all these elements will invoke an agreeable familiarity for your customer, making the sale feel natural and gratifying.
It’s More Than Just Interior Retail Design
More than just putting eye catching images in certain spots, a potent visual merchandising display might involve updating the quality of your products and service. Untethering the layers of your business, including product quality, is part of my service.
Staying open to change is mandatory in the world of retail, yet, at the same time, it’s equally important to stick to your brand values. The sale arrives not because your customer has money to burn but because they’ve been delighted by the visual experience and want to feel part of your ‘club’.
In layman’s terms, well executed visual merchandise makes us feel like we belong, and it starts with you knowing your own brand.
When used well, retail store design solutions – such as colour, texture and landscaping – will convert into a silent but tangible conversation between your product and the customer. They’ll find their eye is drawn to that new product range, or they’ll find themselves picking up an item they may have previously overlooked.
The key to successful visual merchandising displays is to make suggestions in a way that somehow the customer feels compelled to take action, be it touching, tasting or going straight to the sales counter.
The art of retail interior design is partly subliminal, but the outcome – in this case the sale – remains tangible.
Creating Visual Interest
With any luck your products are already visually appealing, but if not, we’ll can work on that first.
Eye catching colours that either stimulate – e.g. racy reds, or those that invoke serenity – eg soft pastels and white, will assist your customer with making the purchase.
My final word on this may sound obvious but it’s so often overlooked. Please, please, please don’t leave a potential customer hanging. Ever.
If they’ve been diligent enough to find something they want to buy, return the favour by making it easy for them to pay. How many times have you been in a department store and been left wandering around asking for someone to serve you.
Remain mindful that you need your customer more than they need you, even though you want them to feel the opposite.
Putting yourself in the customer’s shoes is the only way to stay on top of your game and ensure increased profits over time. With professional visual merchandising you’ll be far more likely to stay ahead of the game.
My greatest pleasure is assisting businesses in creating environments that invoke a sense of wellness. When it comes to retail stores that means providing customer satisfaction which equals profit.
I’d love to discuss ways to upgrade your retail outlet so that you get a great ROI and your customers return time and again.