Retail displays serve as the business’s strategic aspect that attracts potential customers, captures their interest, and boosts sales. Effective displays create a marketing appeal that leaves a lasting impression on the heart and minds of the customers. This is where visual merchandising comes in that helps set your business apart from the competition by forming a unique feel and look for your display and stock arrangements.
Visual merchandising is a strategy to win any customer. It presents products in a way that makes them visually desirable and appealing. It is also a form of art in itself that relies on artistic product displays that aim to attract, interact, and satisfy customers. One great example is the use of secure pistol display case for guns and accessories in gun shops. This provides a dual purpose by offering a safe display for firearms and an efficient cabinet system.
From signage, storefront displays, floor plan, and effective visual merchandising strategies, all these elements work together to attract customers, increase sales, and reflect brand reputation. In this article, we’ll talk about the must-know techniques to apply visual merchandising in your store merchandise and create a lasting impression on customers.
Use color to establish a coherent visual experience
Like marketing, color is king in visual merchandising. It relies on a color scheme that creates a coherent visual experience that tells a story to customers, attracts them to the displays, and brings life to the storefront. In other words, color is an essential aspect of the visual merchandising process that speaks about the sales, brand, and business objectives.
When choosing the right colors to use for the display, picking the palette should be the first step. Limit the colors to work with to establish a balanced visual experience for the customers. Unfortunately, many retailers fail to achieve this, leading them to a messy display. More often, we ignore the power and ability of color to attract customers. For this reason, use color psychology to inspire specific emotions from your storefront visitors.
Be sure the palette reflects the brand and sales objectives. For instance, if you’re selling pet supplies, the store should have a family-friendly theme with images of nature and animals. Stick with greens, earth tones, and elements related to comfort and nature. Meanwhile, candy shops use vibrant and bring palette that gives a fun, and energized feel. This provides a stimulating experience for kids and teens to check out the candy selection.
Utilize lighting to draw attention
Besides color, lighting is another critical element for effective visual merchandising. A proper lighting scheme creates an ambiance that defines the theme and mood of the store and inspires people towards your brand.
When setting up the lighting scheme, be sure the lighting illuminates the entire space. Every corner should be well-lit because places with poor visibility will put off customers. The lighting should establish the mood and match the business type.
For example, a medical store should rely on color and brighter lighting to enhance visibility and create a sterile and energized atmosphere. A spa, on the other hand, may consider lighting that creates a calm and mellow mood to distribute warm lighting for its ambiance.
Besides setting the proper lighting and ambiance, smart lighting design is important to highlight or divert attention away from specific items. Applying more bright light on a product will direct what you want the customers to see, helping you draw attention and boost sales.
Install signage to inform and direct customers
Proper signage techniques offer loads of advantages, from guiding customers to certain items, sharing content with shoppers, and highlighting the product’s specific features. In other words, signage plays a crucial role in determining what the customer should see, engage with, and their understanding of your merchandise.
Choose the right signage comes down to defining your goals for the signs. Do you want to spotlight specific product features? To promote deals? To give the store personality? Finding out the specific objectives of your signs will save time, money, and effort.
There are plenty of dos and don’ts when determining the signage look and purpose. As much as possible, it should be informative, concise, and include a call to action statement. It should never leave the customers confused and cluttered with unnecessary details.
Considering all the techniques above, we can say visual merchandising involves the integration of art and science because several factors come into play to achieve effective merchandising. But keep in mind that visual merchandising is a continuous process because your displays have to constantly adapt to the changing consumer behavior and market trends. Use the techniques above to engage in continuous improvement to allow you to identify the weaknesses and strengths of your merchandise.