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.
A good looking and well strategised retail space is essential to meeting a business’s sales and marketing goals. Visual merchandising helps retailers bring in more 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 create a unique customer experience.
Visual merchandising involves six distinct elements that work in conjunction to help retailers create a unique experience for shoppers. They are – It is the organised arrangement of retail space that helps customers find what they’re looking for quickly. It includes store greeter, entry point, focal point, shopping flow, signage, and display fixtures. Store ambience creates a sensory experience by using lighting, music, colours or scents, which are all designed to enhance the overall customer experience. The store ambience directly affects other items in visual merchandising – it can change the perception of merchandise based on how customers perceive it.
It includes: The narrative is the story that the retail space tells. It can be based on the brand’s history and personality, the product line, or the company’s values. It can also be a story about the company itself.
The visual environment is the physical environment of the store. It includes the layout of the store, the type of flooring, and the fixtures.
The visual merchandising process starts with research. Retailers need to know their target market and what they want to achieve with their visual merchandising. After that, they create a plan and start working on the details. They may need to consult with a designer or a consultant to help them with the process.
The goal of visual merchandising is to create a customer experience that will encourage them to come back and buy more products. It can also help retailers sell more products.
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