5 Key Visual Merchandising Tips
To Increase Sales
As the state of bricks and mortar retail continues to evolve, more and more retailers are looking to visual merchandising as a way to compete with the digital world. Through clever and innovative visual merchandising, retailers are able to set themselves apart from their online competition.
Mood Media recently released their results of their latest consumer study which showed that 79 per cent of Australians are very/fairly likely to choose a store over online if there is an enjoyable atmosphere (music, visuals, scent).
“We found that the physical store remains important to the majority of people around the world, with the experiential element playing a large role in consumers’ decision to choose brick and mortar over e-commerce,” said Scott Moore, global senior vice president of marketing and creative content for Mood Media.
We recently wrote an article about the importance of visual merchandising. However we wanted to go one step deeper and identify 5 key visual merchandising tips to increase sales:
1 – WINDOW DISPLAYS
Your window display needs to show off the best that your store has to offer. Your window display should pique interest and make customers want to explore a little more by coming inside.
A few quick tips from us:
One or two of your best selling products will draw in the numbers.
Your shop front window could be the difference between a buyer entering your store or walking on by, so your display should catch the buyer’s eye with a key focal point.
Your window display needs to be aesthetically pleasing with carefully considered product placement and a well thought out colour palette.
Cluttered and disorganised window displays are overwhelming and are a turn off to potential customers.
2 – DISPLAY NEW PRODUCTS AT THE ENTRANCE
Display the new and more valuable products in the window or nearest the entrance to attract foot traffic. First impressions do make a difference.
All products and displays in front of the entrance should be in perfect order. There should be enough stock of products and ideally be displayed at various levels. Lighting will play a very important role in your entrance displays. Direct light to new products and draw attention to them by creating eye-catching points.
3 – TOUCH AND FEEL
Ripen eCommerce found in a survey that the top reason people shop in bricks and mortar stores instead of online is that they want to touch and feel the products in person.
You need to give the buyer what they want. Take your products out of their packaging. Create displays that encourage people to touch and feel your products.
4 – PRODUCT GROUPING
Grouping together complementary products that are similar in nature can lead to the customer purchasing more. Merchandising from a brand or customer buying perspective, rather than a category.
Your visual merchandising has an opportunity to trigger a customer to think about what else they may like to purchase before they leave. This is regularly seen on a smaller scale at the supermarket for example, where noodles and stir fry sauce are placed next to the chicken. Convenience for the customer and makes the multiple purchases easy.
In another instance it might be within a sale bin. By grouping together similarly priced products, a customer might be inclined to purchase more than one item. Who can resist a $1 bargain after all??
However, there is also an opportunity for retailers to be looking at the customer research to identify how to group products. Think of a fridge and washing machine. While it may not appear like a common match, if the research shows that these are often purchased together – perhaps they should be paired together on the retail floor?
5 – EMPHASISE KEY PRODUCTS
A visual assault on the senses can overwhelm the customer. When Apple opened its first store, Steve Jobs prioritised store layout and open space. Organisation became a central focus. Avoid clutter and chaos in displays. Instead, focus on spotlighting a key product or a few related items to create a theme/story. Try using lighting to emphasise key products and creating paths for your consumers to follow.