Why use Visual Merchandising?
Visual merchandising is shorthand for retail marketing. The most successful retailers are those who have been able to use the power of visual merchandising effective. Done correctly, visual merchandising makes the selling process easy. Done ineffectively visual merchandising can produce the opposite effect.
What is Visual Merchandising?
Merchandising display helps increase sales of products through an effective and sensible display of merchandise in a retail store. The aim is to basically influence buyer’s behaviour. Visual merchandising commonly known in retail lingo as “the silent sales person” introduces the products to the customers. The aim of a visual display is three fold:
• Attract customer attention
• Entice the customer to enter the store
• Persuade them to buy
How to apply visual merchandising to increase retail sales:
To gain traction with merchandise displays products need to be separated according to category, for example if you sold shoes; they must be separated into their own sub-categories. Create a segment for every shoe either according to design or brand. This will make it easy for customers to locate and choose the items.
Jewellery displays need to be well lit in order to show and enhance the sparkle and glitter of the items. It also needs to be displayed in a glass case for the prospects to see it clearly. The use of a mannequin will emphasize the item and help prospects review the jewels.
Visual displays should correspond to your potential prospects’ taste. It should give the prospect the opportunity to view and scrutinize each item and it should answer most questions the customer has without the need for assistance.
Steps to implement an effective display strategy to increase retail Sales:
Step 1- Strategically locate merchandise in certain areas of the store to attract customer’s attention.
Step 2- Make your window displays colourful, attractive and creative enough to catch prospect’s attention within seconds.
Step 3- Take into account the target customer and value of the merchandise when locating it within the store. Display high value items in prominent locations of the store to attract customers. Display low value and larger items in less prominent areas of the store.
Step 4- Place high value items such as jewellery and expensive watches inside secure cabinets and restrict access to customers via staff assistance.
Step 5- Remember the goal of the process must be focused on attracting customers, enticing them to enter the store and persuading them to buy.
Post time: 09-05-2017