Visual merchandising is a crucial component of running a retail store. Are you wondering how to make high-converting retail displays? Check out this guide!
As online marketplaces like Amazon continue to dominate, retail stores need to be at the top of their game to stay afloat. One of the most powerful tools that brick and mortar stores have at their disposal is visual merchandising.
Visual merchandising encompasses a lot. From the sign above the door, all the way to how the store actually smells, every little detail about your store can have an effect on your ROI.
Interested in learning more about this?
Read on and we'll show how to use visual merchandising to benefit your business in amazing ways.
1. Think About Your Target Customer
You should know your target customer inside and out.
Try to understand not just their demographic information like age, gender, and income level. Go deeper to get a better grasp on their attitudes, interests, and opinions. These are sometimes known as "AIO variables."
Going through the order histories in your point of sale system can give you a lot of useful information as well. Especially when it comes to repeat customers and their purchasing habits.
Using this kind of information can help you better hone how you display your store.
2. Use All Five Senses
When people hear "visual merchandising," they might first think only in terms of what customers will see. This is not the case.
Sight is definitely a major contributor to how a store performs, though. For example, using specific colors can attract attention as well as influence customers. It's why so many fast-food companies use a lot of red and yellow.
But sound is also very important when it comes to the customer experience. If you cater to teenagers and young adults, you will probably want to play the latest pop music. Atmospheric music might be more suitable if you are selling candles and soaps.
When it comes to touch, it's always a good idea to have open products out for customers to try for themselves. They should be able to feel the fabric of your store's pants or try a sample of your lotion.
Many people don't consider smell when they think about the layout of their store. But they should.
A lot of retailers will spray light scents to keep their buildings smelling fresh and allow their customers to relax. Just don't overdo it and end up with a protest on your hands.
If you sell consumables, you need to make taste a part of your store experience.
Whether you sell wine, snacks, or coffee machines, customers will appreciate being given a free sample. They will want a taste to make sure that they are buying something they're going to like.
3. Show How Your Products Will Look
People are very careful with their money these days. They want to be sure that what they are buying is going to look good in their kitchens or at the park — wherever your product is intended to be seen.
Set up the display of your retail store so that your customers can better envision using your product in their own lives. If you sell clothes, dress your mannequins how your customers will likely want to see themselves dressed.
Furniture stores also make great use of this type of display.
Stores like Ikea are built on this premise. They don't just show you a couch. They show you the couch and how it could look with a rug, throw pillows, blanket, coffee table, and ottoman.
When your customers are able to better envision using your product, they are more likely to purchase. When building your displays, try to use as many of your own products as possible.
4. Use Smart Lighting
The way in which your store is lit can have a significant impact on how people encounter your store.
Familiarize yourself with lighting systems. Research the difference between fluorescent and incandescent lights and how they can work with your store.
Also, consider the lighting fixtures that you use. Are you going for a raw, industrial feel, or a more quirky and colorful setup?
Lighting fixtures will both help feature whatever it is you are shining them onto and add to your store's atmosphere.
5. Keep Similar Items Together
When your customer is picking out a plate, it would be wise to have the bowls nearby. Even if they originally came into the store for a plate, a matching bowl is similar enough that they may decide they need that item as well.
This technique also saves your clients on time. Someone who has to run around your store trying to find two very similar items is going to have an unpleasant time and may leave out of frustration.
Organizing your store in a sensible, aesthetically pleasing fashion is an ideal way to please your customers and boost sales.
6. Change It Up
Consider changing your store's displays every season or every month. Keep the layout looking fresh by rotating items and changing up larger fixtures as well.
As you continue to experiment, you will quickly start to see which displays are working and which are not.
How Can Visual Merchandising Work for Your Business?
Now that you have a better understanding of visual merchandising, try and see how it can work for your business.
Any and all retail stores can benefit from visually engaging displays and an enjoyable atmosphere. The trick is to figure out how to do it in your own style.
Looking to see how a clothing company organizes its online store?
Check out our Hot and New section today!