How hard is the Visual Merchandising and how is my store going to benefit from it?

If you are asking yourself one of these two questions, you are probably already struggling with your store visual identity and not sure how and where to start.

The easiest way to start implementing the successful visual merchandising is finding out the right strategy based on couple of components such as variety of the stock, size and shape of the store and ultimate goal - where do you you see your store identity going and what kind of customers you want to attract?

Don't forget to assess every part of the customers visual merchandising experience and maximize the potential of great merchandising.   

Remember:

• Store windows, right layout and right lightning are crucial points weather customer will love the store  
• Appeal to all the senses such as customized store playlist, specific scents in store and etc. 
• Observe, interact and adapt carefully planning and following up on customers feedback                                                                           

What are some of the keys to a great Visual Merchandising?

 If a picture is worth a thousand words, then the displays you present to customers can do more to sell products than pages of written advertisements. Visual merchandising sends a positive message to customers and encourages them to buy. How you display merchandise, the colors you use and even the location of displays can all work to increase sales. Visual merchandising is a relatively low-cost way for retailers to increase sales once the customer enters your store.

 Things to have in mind:

• BASICS - Visual merchandising is everything a customer sees at your store, both inside and outside. This includes signs, displays, landscaping and decor. When you think about visual merchandising, start outside the store. Consider the impression your business gives to someone driving or walking by
• IMAGE - Visual merchandising conveys your store's image to customers. Whether you want to portray your store as fun and hip, elegant and high-end or practical and budget-friendly, all your displays should work together to send the same message. Use complementary colors throughout the store, and pick one or two fonts to use on all your signs. Consider grouping items to tell a story. 
• IMPULSE PURCHASES -  Displays of small, less expensive items near the cash register invite customers to browse while they're waiting to check out, and they may decide to add a last-minute purchase.

How to determine the best Visual Merchandising Strategy for your store?

 Visual merchandising encompasses the way that you present product to grab the customer's attention. It can be specific promotional displays that introduce a new product or point attention to a specific brand, or it involve the way you place product on your shelves. Strategies to creating effective visual marketing displays can help you to maximize the impact of your retail floor space.

 In particular, retail stores try to maximize the use of their floor space by drawing attention to items with the use of marketing materials and proper product placement. When displaying your merchandise, there are some basic visual merchandising rules you should follow that will help you create effective and profitable product displays such as focus on display angles, product positioning and horizon view. 

 If you want to learn more about some of the Visual Merchandising strategies listed below make sure you check out this great post on Chron website :

• Clean Image Strategy
• Eye Level Strategy  
• Shelving Strategy  
• Change Strategy  

How did the Visual Merchandising evolved through the time?

  Visual merchandising may be a modern term, but its application has existed long before there was ever a set of words to describe it.

 Pre-1800s, the retail store served more of a functional purpose than that of turning sales – the ultimate aim of visual merchandising. Rather than displaying merchandise in a store’s front, traders would fetch the item a customer required from a back room. The customer knew what they wanted, instead of items being suggested to them. Signage of the time was also very simplistic with the shop name being displayed in very large typeface.

Stores during the 1800s period were characterized by cluttered, unattractive factory outlets. These were more open spaces for factory owners to sell their excess, imperfect and damaged stock than they were actual stores. There was merchandise, but it was hardly presented in a visually appealing manner. The factory outlets were also located far enough from cities to operate competition-free, while close enough to be accessible to customers.

Industrialization now meant that shop windows could be larger, and lighting fixtures could be tailored for displays. Themes were introduced, with miniature worlds being created around merchandise, which would eventually extend to the shop’s interior to tell a cohesive story. Display tools like pedestals, stands, shelves and mannequins were being employed more and more. Telltale signs were also incorporated to tell customers what the merchandise in the window display couldn’t – like information about sales, new stock and so on.

Modern Visual Merchandising has a couple of key components:

• Visual merchandising has grown into an industry in its own right, encompassing a wide range of techniques that are used across all retail sectors.
•  Modern Visual Merchandising gone beyond the pure visual, stimulating all the senses as a means to a selling end.
• If you wish to learn more, read this great article on history and evolution of Visual Merchandising by walkowska.com       

Why stores can't survive without proper approach to Visual Merchandising?

 Visual merchandising is a retail strategy that maximizes the aesthetics of a product with the intent to increase sales. Visual merchandising can also play a role in the look, feel and culture of a brand. Done well, it can create awareness while simultaneously increasing brand loyalty. Most importantly, it can draw customers in and close the sale – all based on the aesthetic quality of your retail display.

 Success factors of visual merchandising include the store’s appearance, signage, lighting, uniforms, menus, point of sale material, color, shapes, textures, packaging, ticketing, presentation and the “wow” factor each of these elements bring together in a retail setting When these elements come together to showcase a brand, it enriches the customer experience, leading to a positive shopping experience and increased sales.

 Customers must be able to experience your brand through the visual components that surround your product. These subtle strategies not only draw the demographic into the brand, but it also opens up the customer to the brand experience. This, in turn, fortifies brand loyalty and increases the chances of a customer repurchasing in the future.

 Finally :

• Visual Merchandising refers to your brand’s consistency throughout all marketing materials. It also can be referred to as your brand personality or voice.
• Visual Merchandising must be consistent across all platforms including in-store displays, your website and on third-party websites. This ensures customer brand loyalty and also ensures that brand is going to deliver.
• By implementing right Visual Merchandising strategies the emotional connection a customer has with your brand is strengthened.