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Humans are visual beings. We see the world best through our eyes. Our brains love pictures and colors, making it easier to understand things. Even when we think, we often use words like "see the future" because sight is so strong for us. Therefore, it is unsurprising that visual merchandising plays a defining role in retail sales. 75% of consumers stay longer in visually attractive stores. This is why retailers invest so much time and effort in creating visually appealing displays to attract customers and encourage them to make a purchase. By strategically placing products, using eye-catching colours, and creating engaging window displays, retailers can significantly impact consumer behavior. Ultimately, visual merchandising can make the difference between a customer walking past a store and walking out with a bag full of products.
In this blog, we’ll explore the 6 non-negotiable rights of visual merchandising. These can get your store in the right eye.
Imagine walking by a store with a colorful display showing off comfy clothes and beach balls. That's visual merchandising! It's the art of using lighting, colors, and displays to make stores look attractive and tempt you to explore what they have. Visual merchandising isn't just about random decorations though. It's a carefully planned strategy! Stores consider things like the target customer and the latest trends to create displays that immediately catch customer attention.
Visual Merchandising may sound not something that can be immediately measured. However, there are clear benefits of visual merchandising. Some of these benefits include:
1. Attracts Customers: Eye-catching displays attract people and make them want to explore the store.
2. Boosts Sales: Well-designed displays can encourage impulse purchases and make it easier for customers to find what they're looking for, leading to more sales.
3. Strengthens Brand Image: A cohesive visual style throughout the store reinforces the brand's personality and creates a lasting impression on customers.
Like every other thing of import, good visual merchandising is built upon the bedrock of some basic tenets; some absolute truths which have remained constant since time immemorial. Let’s dive in and learn more about them.
1. Right signage: Customers shouldn't have to guess what things are. Use concise, well-placed signs with easy-to-read fonts to highlight product categories, promotions, and pricing.
Example: Apple uses clean, minimalist signage throughout its stores. Each product has a simple white card displaying the name and price, allowing the sleek design of the products to take center stage.
2. Right Spacing: A jam-packed store feels overwhelming. Arrange products with enough space for customers to browse comfortably. Group similar sarees by color, utility, and so on.
Example: Shoppers Stop, a leading department store chain in India, follows a minimalist approach in many of their stores. They keep the clothing racks spaced evenly and use clean lines to showcase their diverse product range. This allows customers to focus on the details and styles of each item.
3. Right Lighting: Lighting sets the mood and highlights products. Use bright, warm lighting for inviting spaces and targeted spotlights to draw attention to specific items. Experiment with different lighting temperatures to create the atmosphere that best resonates with your brand image.
Example: Clothing stores like Manyavar use softer lighting with pops of warm yellow to create a more inviting shopping experience.
4. Right Display: Don't just line things up on a shelf. Create visually interesting displays using mannequins dressed in trendy outfits, product stacks that create height, or props that set a scene. Incorporate storytelling elements into your displays.
Example: Lifestyle, another leading department store chain, can showcase mannequins dressed in complete outfits with matching accessories to inspire customers and showcase different styles.
5. Right Storytelling: A well-crafted story taps into your customers' desires and aspirations. Storytelling means showcasing your products in a way that highlights their functionality and benefits.
Example: IKEA, a global furniture retailer, excels at using storytelling in their visual merchandising. Storytelling allows IKEA to showcase the functionality and versatility of their furniture.
6. Right Technology: In today's digital age, incorporating tech elements into your visual merchandising strategy is fast becoming the baseline. Explore new technology such as digital signage to display product information or create seasonal campaigns that allow customers to explore products in more detail.
Example: Polycab increased its brand visibility by switching the traditional retail signage with digital signage. It could leverage local retail stores
Visual merchandising is an age-old practice that retail sales experts know well. However, it is also one that requires meticulous attention to detail. If you’re looking for someone who can do that for you, come chat with us.