The importance of nailing your in-store visual merchandising is often an afterthought for many brands. Or at the very least, the strategy is carried on year after year and not progressive and regularly updated with new trends. However, 50% of consumers are likely to switch brands if a company doesn’t anticipate their needs via a proper visual merchandising strategy. 90% of information sent to the brain is visual. Understanding visual merchandising and having a team who how to execute it, and how it impacts your business is essential to your bottom line.
Based on marketing research by San Diego State University Professor Iana Castro, even the slightest merchandising taboos can send a message to the customer that your brand is undesirable. “People were less likely to buy the products when only a few products were left and they looked messy,” Castro said. “They felt the products were contaminated even though they were packaged products.”
From fashion and cosmetics merchandising to technology merchandising, catching the eye of the shopper is integral to increasing your sales.
** 61% of customers say that quickly finding what they want creates a positive experience
** Unplanned purchases make up between 46% and 70% of total purchases in store
** 75% of consumers expect a consistent experience wherever they engage
** 50% of consumers are likely to switch brands if a company doesn’t anticipate their needs
When did you last review your visual merchandising strategy?
As we get further into 2019, there are plenty of new trends in visual merchandising. Every bricks and mortar retailer should be considering the following in their 2019 retail display strategies:
Neuromarketing is considering the psychology of a shopper’s buying habits and preferences. Research into neuromarketing shows how cues like colour, visuals, audio frequency, light and smell influence the buying experience on a neurological level.
With the new knowledge of neuromarketing, visual merchandising needs to encompass all of the senses of the shoppers. From store layout to display fixtures, look for more innovative concepts that will entice and attract shoppers, and encourage them to stay longer by tapping in and engaging their five senses: sight, hearing, taste, touch and smell.
Cross merchandising is the practice of displaying or putting together products from different categories to drive ADD-ON-SALES. It’s clever and strategic and is designed to tap into our emotions. Retailers are beginning to merchandise from a brand perspective, rather than category e.g. You no longer see 10 brands of toasters, you go to the Smeg fixture and see, toaster, blender, kettle and food processor.
Point of Purchase (POP) Displays
POP displays capitalise on the shoppers impulses to maximise sales. Some common POP displays include shelf talkers, “dump bins”, and free standing and entry way displays. Standalone POP displays play a huge role in a brand’s visual merchandising strategy and should be carefully designed to stand out within a retailer.
Augmented reality and retail displays is a trend that is only going to continue to rapidly grow. The concept of supplementing the customer’s real physical world with virtual things, so they appear to co-exist in the same environment. It gives customers an opportunity to “try on” an item of clothing or experience a product in a whole new way.
Retail is now well and truly in the era of virtual reality, coding technology, and motion sensors which make the retail experience more interactive and digital for the shopper.
Mac Cosmetics and other cosmetic companies have launched their “Virtual Try-on Mirror” allowing customers to try different makeup styles without actually putting a drop of makeup on their skin. Customers want to be involved. Your retail display strategy needs to offer the shopper opportunities to engage using tablets and devices.
If you are ready to look at ways to re-evaluate your visual merchandising strategy in 2019, we have a team of highly experienced retail activation specialists ready to help. From concept through to in-store builds and compliance reporting, we do it all. In house. Australia-wide.
Path to Purchase Institute, 2016
Science Direct, 2011