A business has only one chance to make a first impression on a buyer since customers today make purchase decisions from visual stimuli. They move to the next provider if whatever they see does not appeal. Therefore, retailers must proactively improve their visual merchandising techniques to build a more robust brand perception in the customer’s mind.
It attractively presents products and services to keep people talking about a particular brand and its consequences. Visual merchandising also improves the in-store experience, which enhances impulse buying to improve sales. Since this is a lesser-explored form of advertising, here are more details to assist businesses in transforming their brand identity.
What is Visual Merchandising?
Visual merchandising is the art of using appealing visual product displays and organising merchandise in a retail store for better presentation to boost sales. Retail stores use this tactic to highlight product features and benefits, to drive more foot traffic. This tool also captures customers’ attention to strike their interest to purchase the products.
Elements of Visual Merchandising
The goal of a visual merchandising agency is to increase customer traffic and also improve their shopping experiences. There are many tools for improving visual merchandising, including:
Signage
Signage has been the go-to solution for most retailers trying to pass basic product information to customers. Today, it is a crucial part of visual merchandising, creating a welcoming atmosphere inside a retail store. Signage generates an image of a product or service, where the brand communicates effectively about itself.
Point of Sale Material
Point of sale (POS) material display is a technique that brands use to promote their products and services. This visual advertising is ideal for displaying newly launched products using short messages that prompt quick customer responses. Businesses also use POSM displays to run short-term promotions to maximise product sales.
Window Display
A Visual merchandising agency uses window displays to creatively showcase products to customers with brief information that convinces them to buy products. This display form is more relevant because the window is the customer’s first point of contact with the store. Therefore, it creates an immediate impression of the brand and store.
Window displays contain relevant information that is integral in making purchase decisions. For instance, customers may enter a store to learn more about products displayed on the window even if it was not their plan.
Floor Merchandising
Retail businesses rely on floor merchandising to maximise floor space and generate returns. The floor display is perfect for high-traffic aisles to help shoppers navigate various retail store sections. Businesses should consider using mobile shelves and racks to display assets in prime positions, making it easier to grab customers’ attention. Floor displays are also relevant outside the store because they prompt buyers to enter and look around.
Customer insight helps in creating the most effective visual merchandising strategies. Businesses must therefore analyse buyer psycho graphics besides the demographics like age, income, and education levels. POS visual merchandising provides valuable insights into customer lifestyles for better targeting. It helps a retailer effectively push a product to the customer to purchase and feel good about products and the business.