"From error to error one discovers the entire truth. "
- Sigmund Freud
Would you visit a store that looks dull and boring?
You would probably head over to the next one right away. Because, you visit a store only when it’s pleasing to your eyes.
Visual merchandising plays a significant role in getting customers to the store. A lot of work goes in making a store look good both from the outside and inside.
What is Visual Merchandising?
Visual Merchandising is basically a practice to attract customers and help them make buying decisions by displaying the goods in a visually appealing manner. It enhances the store’s outlook and makes it easy for the customer to browse through the products.
Visual Merchandising goes a long way in improving the sales of your product(s). That’s why it’s important to plan a proper layout and make arrangements accordingly.
To help you get more visitors to the store, here are six visual merchandising techniques. These will not only attract them to your store but also make them buy the product.
Identify Your Target Customers
Knowing your target customers will help you design the store the right way.
Apart from demographics, age, likes and dislikes, it would also help to gather information about what interests your ideal customer. It could be music, colors, or accessories.
It will help you plan the visual display for the store based on your customer’s interest. Also, you may change the theme of your store based on different seasons and occasions.
For instance, during Valentine’s Day, young couples head out for shopping. In such a case, a theme that goes with the interests of such people attracts more visitors and increases sales.
However, on a different occasion like Dasara or Diwali, a store that highlights ethnic wear and has a similar theme would drag the customers to the store.
Placement Of Products
The placement of products decides whether the customer will make a purchase or not. It’s highly unlikely that a buyer would choose an outdated product that is displayed in your store.
The best practice to make it easy for customers to navigate through the store is, to place the new arrivals and best-selling products near the entrance. So, when the customer enters the store, he’s delighted to see the products that are trending and are more likely to buy it.
Grouping the items at one place will also boost sales as it grabs people’s attention. However, make sure to group items with contrasting colors and do not keep more than three items in one place.
As per the “pyramid rule”, display the products in a triangular form by placing the biggest item at the centre. It will enhance the look of the products and also grab eyeballs for the way it’s placed.
The Rule Of Three
If you observe the retail stores, you’ll see that the products are displayed in a set of three. They are arranged in increasing order of height such as small, medium and large. As the eyes scroll through the store, any symmetric placement acts as a dead-end to the eye’s journey towards the products. However, the asymmetrical placement of items promotes the user’s behavior of glancing through different objects.
Use The Windows Effectively
People generally do window shopping. They don’t usually come with a motive to buy something from the store. Your shop’s windows are the first thing that gets public attention. Whether they buy the product or not is secondary. The primary thing is, if the products display on the window is catchy enough to get them walking to the store.
Just like a person’s first impression is based on his looks, a store’s first impression depends on the window display.
One of the crucial visual merchandising techniques is to equip the window panel with beautiful mannequins wearing trendy clothes or put graphics or showcase new products.
Train The Salesperson
The visual display may entice the customer but may not generate sales. They may get into your store, look at all the beautifully placed products and leave without buying anything.
Salespeople are the drivers of your store. You cannot neglect them. Soon after the customer enters the store, it should be their responsibility to help the customer make a buying decision.
For that to happen effectively, your sales team must know everything about the products that are on display. Training them in different areas like human psychology, human behaviour, arousing curiosity and communication will help generate sales in increasing numbers.
Make Them Envision The Product
Before buying anything, a person usually imagines how that product would look on him/her. They envision the use of the product.
It’s one of the reasons why home appliances stores and furniture stores have everything displayed in the open.
To make it easy for the customers to envision a certain product, make use of mannequins, and other supporting items that can display your product clearly. It will save their time and also make them buy the product faster.
These were just a few tips of visual merchandising to increase retail sales. There are many more ways in which you can get the customer to buy the product. In addition to these tips, you can pay close attention to the user’s behaviour in your store or check out places where they hang out online. Then you can make the changes in your store based on that data.