What is visual merchandising?
Visual merchandising is a strategic marketing tool used by retailers to display and promote their products in the most appealing way possible. It involves the use of mannequins, props, signage, and other store fixtures to create an attractive and shoppable environment for customers. By using visual elements correctly, retailers can increase sales and traffic to their stores. In this blog post, we will discuss what visual merchandising is and how retailers can use it to market their products successfully.
Different types of visual merchandising
There are many different types of visual merchandising, but some of the most common include:
- Window displays
- In-store displays
Each of these elements can be used to create an eye-catching and inviting environment for customers. When used together, they can create a cohesive and impactful visual merchandising strategy.
One of the most important things to keep in mind when creating a visual merchandising strategy is your target audience. It’s important to consider who your customer is and what they are looking for when they come into your store. This will help you to create displays and signage that are relevant and appealing to them.
Another important thing to keep in mind is your product. Make sure that your retail merchandising strategy highlights the features and benefits of your product in a way that is clear and appealing to customers.
If you can successfully create a visual merchandising strategy that takes into account your target audience and your product, you’ll be well on your way to driving sales and success for your business.
The importance of visual merchandising
Visual merchandising is a critical part of retail success. By creating an impactful store design strategy, retailers can market their products successfully to their target audiences and boost sales.
It aims to achieve two main goals: Attracting more people into your store and increasing retail sales by displaying products in the most appealing way possible. It, therefore, enhances the customer experience.
A well-executed visual merchandising strategy can result in:
- Increased foot traffic
- Improved conversion rates
- Higher average basket size
- Boosted sales and revenue
When done right, visual merchandising is a powerful marketing tool that can help retailers build their brand, drive sales, and stand out from the competition.
Visual merchandising vs POS marketing
What is the difference between visual merchandising and point-of-sale marketing? Point-of-sale marketing is a subset of visual merchandising. It refers to the placement of products at the point of purchase, such as in-store displays, end caps, and shelves.
POS marketing refers to the promotional and marketing materials that are displayed near the register or point of purchase. It is a key part of visual merchandising, but it’s not the only element. Visual merchandisers also focus on creating an overall aesthetic for the store (or section) that is appealing and inviting to customers.
The difference between sales promotion and visual merchandising
Sales promotions are temporary activities that are used to increase demand for a product or service. They are typically short-term, and they often include discounts or coupons.
Visual merchandising, on the other hand, is a long-term strategy that is used to improve the overall look of a store and make products more appealing to customers.
How to stand out with great product displays
While retail stores need to be aware of the basic principles of visual merchandising, they also need to find ways to stand out from the competition.
There are a few key things that you can do to make your product displays more eye-catching and effective:
- Use bright and complementary colors
- Create interesting shapes that are visually appealing
- Use different heights and dimension
- Leverage the floor plan and store layout to grab the customer’s attention in the entire retail space
- Incorporate movement either on digital visual displays or moving important elements
- Appeal to multiple senses: Smell, taste, sight, sound, and touch
- Update regularly, especially for returning customers
- Be instagramable: Leverage earned media by people sharing your product showcases on social media. The buzz marketing approach can go viral and drive even more people to your store and increase brand awareness.
By following these tips, you can create product displays that will grab the attention of customers and help increase sales.
Digital visual merchandising
How can visual merchandising be used in digital marketing?
Some ideas include:
- Using strong visuals in social media posts
- Developing an immersive website experience
- Creating video content that showcases products
Digital visual merchandising is a great way to reach customers online and help boost sales. By using strong visuals and appealing to multiple senses, you can create an engaging experience that will leave a lasting impression.
Integrating of digital and traditional visual merchandising
If retailers manage to combine the digital world with the analog one and create a unified experience, sales can be increased even further. Virtual reality elements can be used for this purpose, for example. 3D online showrooms that replicate the actual store. Or interactive digital mirrors for trying on clothes in retail stores.
GEO tagging campaigns and targeted advertising to reach customers in the vicinity and attract them to the store are also ways to combine both worlds.
Sascha is a Lifecycle Marketing Consultant with over 8 years of digital marketing experiences in Silicon Valley, the UK, and Germany.
After leading the demand generation for a 100+ million company, he decided to venture out on himself. He’s now helping clients to attract and convert more leads and customers.
His main focus are SEO, paid media & marketing automation – all with the focus to tie marketing campaigns to revenue.
Sascha has been featured in industry publications.