There are some people who are able to make career out of visual merchandising. It is a skill that, if you can get it right, will be extremely beneficial to your own business or that of others, increasing the chance of footfall through the doors.
Not everyone can afford to hire a visual merchandiser for their store. It is possible however, to fine tune your own skills in order to perform the task yourself, making your space more attractive to potential customers which will in turn improve sales and help to persuade them to come back in the future.
Your visual merchandising needs to start at the front of the store from your window, moving inside and leading all the way to the till area, using any empty and wasted spaces. Especially if you are based inside a shopping centre where there is lots of competition, your window is one of the biggest draws that can make customers stop to investigate. Once that customer is inside, you will need to continue to engage them and catch their eye, bringing their attention to the wonderful displays you have on offer. Make sure that everything is clean and tidy, taking the time throughout the day to inspect it and neaten it up if customers have been touching it. Click here for a selection of pavement signs that you could utilise in the window, perfect for updating information instantly with chalk rather than having to spend money on reprinting posters.
It is important to display brands that are popular and that will sell. This could be a collection of products or single items with a common theme, something interesting that will make a potential customer stop and think about how much they need this in their life. Aim for the impulse buyers who may walk past and enter your store, giving them an opportunity to experience the brand and maybe even try it out for themselves if possible. Products that have been advertised on TV, in magazines or on social media are a great idea, as customers will already be familiar with them and may have already given some consideration as to making a purchase.
It is vital to have clear signage around your displays, with information about special offers, brands and any unique selling points, but you must be careful not to throw too much at the customer. Overdoing the amount of information could distract them from looking at the product and may seem too much like a hard sell tactic which can be off putting. Keep wording simple and clear, spaced out around your display so that it does not take away from the impact of the product itself. Click here for a selection of hang tabs, wobblers and card holders that can help to advertise your products.
Customers are often enticed into a store because they see a theme or story that they wish to explore further. Christmas is a great time of year to give them this unique experience, starting with the shop window and continuing throughout the space inside. Depending on what you sell, your shop window could be a scene from Christmas morning for example, leading them indoors to see displays for Christmas lunch and then an evening spent with the family playing games. Lots of opportunities for product placement!
It can be really effective to have a theme, with certain colours and fabrics that lead from one display to another. Try to have a focal point in each display, featuring a hero product that will catch the eye and which won’t get lost within the decoration. Don’t forget about lighting too, this will need to be carefully thought out so that you can highlight the products you want to advertise and so as not to draw attention to areas that you are not so pleased with.