The necessity of visual merchandising in retail
Visual merchandising has never been more important for businesses in the retail sector — as more high street stores head into administration and customers demand aesthetically pleasing experiences which will lead to increased profit.
This has been a technique that has been used by many brands for years. However, the problems dominating retail in 2018 make executing a successful visual merchandising strategy especially important if you want your retail brand to survive and prosper.
Take a look at our step-by-step guide on how to reach your full potential on visual merchandising below:
Why are visuals so important?
When it comes to making your store visually pleasing, there’s more to it than product placement. You want to create an engaging experience that shoppers can enjoy over and over again. There’s a science behind why certain presentations, structures and even colours deliver a better experience than alternative arrangements, and it’s been established that a strong visual display can raise turnover and strengthen your brand; even inspiring customer loyalty in the process.
CEO of The Retail Doctor in New York: “Visual merchandising is everything a shopper sees at your store that hopefully leads to a remarkable shopping experience. It is the unspoken language retailers use to communicate with their customers.”
Think of your customers
It’s not surprising to hear that by 2020, retail sales around the world will total $27.73 trillion — showing the opportunity for many retail businesses to take.
What products can you use to encourage shoppers to enter your store? A tip here is to go for what you think your customer wants — not needs. According to a study by Raj Raghunathan and Szu-Chi Huang, emotional responses are influential in our purchasing choices — which is why you should focus on giving the customer something to desire.
To increase conversions, try placing your latest products in the best focal area. You could also use banners alongside these displays to present promotional offers for luxury items that you want the consumer to take notice of — and buy!
A family of displays
Grouping displays together has only recently become a trend for retail businesses. A recent report found that exposing your shopper to the maximum number of products is a tactical method when carrying out visual merchandising. However, don’t make your displays look crowded. Utilise different display furniture, such as mannequins, racks and shelves — whichever suits the product you’re merchandising — and bear in mind that focal points boost sales by a reported 229%, so ensure that you effectively direct your consumers when they enter your store.
There are many methods you could also take advantage of as a business when coming up with a perfect visual merchandising strategy. The Pyramid Principle dictates that you create a triangular display, with the biggest item in the middle and the smallest on the outside — which ensures that your display doesn’t look flat and boring. Instead, it will catch the eye, as the products seem to ‘fall’ down towards the viewer. Equally effective is the Rule of Three. Within this, you create attractive asymmetry that shoppers will find engaging. Apparently, humans see asymmetry as normal — which means they pay less attention. By placing product in groups of three, you can create a noticeable imbalance that forces the eye to take in each product individually, as opposed to the display in its entirety — excellent for effectively advertising each item.
Retail merchandiser, Jessica Clarke commented: “Things that are easy to look at will be passed over, and things that are too outlandish will be offensive to the eye.” And this goes for colour. Contrasting colours at the opposite side of the colour wheel can help grab attention — think black and white or scarlet and jade — but creating a multi-coloured display of uncoordinated colours may turn people away.
A clear zone
As more people hit the high street to carry out their shopping tasks, you need a decompression zone for people to move around as freely as possible. This area of a shop is found just a few feet inside the main entrance and is believed by psychologists to elevate a shopper’s mood, acclimatise them to the store’s surroundings and get them ready for the shopping experience.
Shoppers don’t want to feel distracted when they’re on the move. An effective decompression zone will help transport your consumer from the hustle and bustle of outside to a calmer, more focused environment that encourages browsing. Here are decompression zone tips:
- Minimum of 10-15 feet.
- Based at shop entry with a full view of store.
- Created using contrasting furnishings and colours from outside area to signal new atmosphere.
- Use mannequins, attractive stands and specialised lighting to highlight your newest ranges.
You may be surprised to hear that 98% of shoppers turn right when they enter a store. Why not use your decompression zone to create a ‘circulation route’ from the right side that leads around your store for a smoother customer journey? Or, try placing your best products at the right of your decompression zone, if this is the most likely route consumers take.
Using all senses
Once you’ve sorted out the visual aspects of your store, it’s time to take a look at the other senses. Reportedly, 75% of emotions come from smell and our mood is meant to enhance 40% when we detect pleasant aromas. If you run a fragrance, soap or food retail establishment, are you harnessing the power of smell when it comes to merchandising?
A specific smell can trigger a memory of a person. If you run a bakery and want to evoke a feeling of warmth, cosiness and home-cooking; ensure that your customers can distinctly smell your products baking from the kitchen by setting up the area to waft aromas into the main shop. Similarly, if your brand specialises in soaps and toiletries, place these strategically around your shop floor to avoid clashing aromas. For example, put all the citrus products together to evoke a sense of energy and rejuvenation and keep these far away from lavender and camomile scents, which are more relaxing.
Make regular change
If you want to continually impress customers, you must regularly change your shop floor. A major part of tactical visual merchandising is moving your presentations as new stock comes in. Don’t let customers get bored of visiting you — add a Facebook selfie frame and encourage user generated content. Keep changing things up and you can make it look like you’re constantly replenishing your stock and bringing in new and wonderful items (even if you’re not).
You’ve got a lot of work cut out! With visual merchandising, you can ensure that your shop offers something engaging to keep consumers interested — so why not start planning out your shop’s next visual merchandising campaign today?