RSS Feed

Related Articles

Related Categories

How can you use visual merchandising to boost sales?

26th February 2019 Print

As you might have noticed, some high street stores are struggling. But with the right approach, retail chains can weather the storm. One such approach that can help boost sales and bring in customers is all about visual merchandising. Visuals are key to catching the eye of a potential customer and coaxing them to enter the store!  

Where The Trade Buys, retailers of foam board printing, have put together this handy guide to tell you more: 

How important are visuals?

Before we begin, it’s crucial that you understand what visual merchandising is. The process of visual merchandising involves strategically designing the layout of an entire shop floor — including shelves and product displays — to provide a more engaging, exciting and ultimately profitable consumer experience. But there’s more to visual merchandising than just putting products in a certain place because they look nice. There’s a science behind why certain presentations, structures and even colours deliver a better experience than alternative arrangements, and it’s been established that a strong visual display can raise turnover and strengthen your brand; even inspiring customer loyalty in the process. 

Chief executive officer at The Retail Doctor, a retail consultancy firm in New York, Bob Phibbs said: “Visual merchandising is everything a shopper sees at your store that hopefully leads to a remarkable shopping experience. It is the unspoken language retailers use to communicate with their customers.” 

What can you do with visual merchandising to avoid a similar path as that suffered by Maplin and Toys R Us

Differing a want from a need

Statistics are showing that retail sales across the globe are predicted to hit USD 27.73 trillion by 2020. So there’s clearly scope for your brand to maximise its profits and get a share of this growth in the next few years. The first step to achieving effective visual merchandising is what products you will use to attract consumers. A tip here is to go for what you think your customer wants — not needs. According to a study by Raj Raghunathan and Szu-Chi Huang, emotional responses are influential in our purchasing choices — which is why you should focus on giving the customer something to desire. 

If your looking to entice customers, you should be displaying your luxury items. You could also use banners alongside these displays to present promotional offers for luxury items that you want the consumer to take notice of — and buy! 

How to group your products

Have you considered the grouping of your products? This can affect the effectiveness of visual merchandising.  A recent report found that exposing your shopper to the maximum number of products is a tactical method when carrying out visual merchandising. However, don’t make your displays look crowded. Utilise different display furniture, such as mannequins, racks and shelves — whichever suits the product you’re merchandising — and bear in mind that focal points boost sales by a reported 229%, so ensure that you effectively direct your consumers when they enter your store.  

Bear in mind the ‘Pyramid Principle’ and the ‘Rule of Three’ as well. The Pyramid Principle dictates that you create a triangular display, with the biggest item in the middle and the smallest on the outside — which ensures that your display doesn’t look flat and boring. Instead, it will catch the eye, as the products seem to ‘fall’ down towards the viewer. Equally effective is the Rule of Three. Within this, you create attractive asymmetry that shoppers will find engaging. Apparently, humans see asymmetry as normal — which means they pay less attention. By placing product in groups of three, you can create a noticeable imbalance that forces the eye to take in each product individually, as opposed to the display in its entirety — excellent for effectively advertising each item. 

How to use colour 

Jessica Clarke, who is a stylist and retail merchandiser, has said: “Things that are easy to look at will be passed over, and things that are too outlandish will be offensive to the eye.” And this goes for colour. Contrasting colours at the opposite side of the colour wheel can help grab attention — think black and white or scarlet and jade — but creating a multi-coloured display of uncoordinated colours may turn people away. 

Have you heard of the decompression zone?

If you haven’t, this area of a shop is found just a few feet inside the main entrance and is believed by psychologists to elevate a shopper’s mood, acclimatise them to the store’s surroundings and get them ready for the shopping experience. 

In the decompression zone, experience is important. 

An effective decompression zone will help transport your consumer from the hustle and bustle of outside to a calmer, more focused environment that encourages browsing. Here are decompression zone tips: 

Minimum of 10-15 feet.

Based at shop entry with a full view of store.

Created using contrasting furnishings and colours from outside area to signal new atmosphere.

Use mannequins, attractive stands and specialised lighting to highlight your newest ranges.

Did you know that 98% of people turn right after entering a store? Why not use your decompression zone to create a ‘circulation route’ from the right side that leads around your store for a smoother customer journey? Or, try placing your best products at the right of your decompression zone, if this is the most likely route consumers take. 

Appeal to all senses

Although we’re focusing on visuals, you can tie in other senses too. Reportedly, 75% of emotions come from smell and our mood is meant to enhance 40% when we detect pleasant aromas. If you run a fragrance, soap or food retail establishment, are you harnessing the power of smell when it comes to merchandising? 

Appealing to the smell can trigger particular memories and feelings. If you run a bakery and want to evoke a feeling of warmth, cosiness and home-cooking; ensure that your customers can distinctly smell your products baking from the kitchen by setting up the area to waft aromas into the main shop. Similarly, if your brand specialises in soaps and toiletries, place these strategically around your shop floor to avoid clashing aromas. For example, put all the citrus products together to evoke a sense of energy and rejuvenation and keep these far away from lavender and camomile scents, which are more relaxing.  

Renew your visual merchandising regularly

A good visual merchandising display stays fresh. A major part of tactical visual merchandising is moving your presentations as new stock comes in. Don’t let customers get bored of visiting you — keep changing things up and you can make it look like you’re constantly replenishing your stock and bringing in new and wonderful items (even if you’re not). Similarly, promotions and seasonal goods only last so long — don’t give people the impression that your brand is behind the times or lazy. Change your visual merchandising displays every month and retain the perception of innovation. 

Retail experts predict that shopping is forecast to change towards more towards an experience. With visual merchandising, you can ensure that your shop offers something engaging to keep consumers interested — so why not start planning out your shop’s next visual merchandising campaign today?