Visual Merchandising Dispalys,Retail Marketing,Showcase Products

What Is Visual Merchandising?

Visual merchandising is a practice of optimising retail store presentation and displaying goods to highlight their features and benefits better and encourage customer interest.

To make this visual merchandising definition simpler, divide it into three parts:

• It’s a practice of optimising retail store presentation: Visual merchandising is an intentional practice to optimise the space and layout of the store to present the inventory in the best possible way.
• It focuses on highlighting product’s features and benefits: Marketers plan, design, and display products with an aim to highlight their features and benefits.
• It aims to encourage customer interest: Visual merchandising aims to influence customers and encourage them to purchase goods and return to the store in the future.

Visual merchandising is an important aspect of retail marketing. It does not only include displays for merchandise on display but also includes store layout, greeter design, floor plan, signage, fixtures, and lighting.

It includes shaping customer experience inside a retail space through presentation and advertising. Therefore, it is an important tool that retail marketers use to influence consumer behaviour and thus fulfil their marketing goals – sales and repeat visits.

Importance Of Visual Merchandising

A good looking and well strategised retail space is essential to meeting a business’s sales and marketing goals. Visual merchandising helps retailers:

• Improve customer experience: Customer experience is vital to running a successful business and visual merchandising is a very important part of it. It helps to organise the retail space and help customers find what they’re looking for easily – thus improving their experience while shopping in your store. Moreover, it helps to attract, engage, and inform customers better with carefully designed displays.
• Sell targeted items: Some items bring in more profits than others, and sellers want to sell more of these. Visual merchandising helps highlight these targeted items and thus help sell them more.
• Influence Buyer decisions: Visual merchandising also involves using neuromarketing techniques to influence buyers’ decisions by appealing to their unconscious minds. This involves strategic product placement (profitable items are kept at the eye level), store paint (to set the mood), fragrance (to make you want more), and music (to influence you subconsciously).
• Meet sales goals: Visual merchandising is the salesperson that persuades the customer to purchase intended products subconsciously. Marketers do this by strategically placing profitable items, making them noticeable and tempting people to buy them.
• Market retail stores: A memorable store is what stands out in the crowd of boring retail stores. Visual merchandising aims to make the store stand out and find a place in the customers’ minds. This is done by using visual cues, positioning, and aesthetics, making them stop and look and, sometimes, even take photos or spread the word organically.

Objectives Of Visual Merchandising:

Customers enter a store by seeing two things – the brand and the store design. Visual merchandising aims to influence customers by directing their attention towards the store and then to certain areas inside the store, creating a positive first impression.

Besides bringing in more customers, the process of visual merchandising aims to:

• Creating a good customer experience,
• Make the retail space visitor engage with space with all the senses (hearing, sight, touch, smell, and taste)
• Increase sales
• Develop store design to target the right audience
• Use store resources to get the most out of marketing ROI
• Give a reason to customers to come back
• Make the most out of promotional space