Visual merchandising is a retail strategy that maximizes the aesthetic appeal of a product with the intention of maximizing revenues through sales. Visual merchandising plays a key role in the look, feel and overall culture of a brand. When executed the right way, it has the potential to create awareness while simultaneously increasing brand loyalty.

Components

Successful visual merchandising relies on a number of factors including the store’s appearance, signage, lighting, uniforms, menus, point of sale material, colour, shapes, textures, packaging, ticketing, presentation and the “wow” element each of these elements bring together in a retail setting When these elements come together to showcase a brand, it enriches the customer experience, leading to a positive shopping experience and increase in sales.

Brand Experience

Customers must be able to experience the brand through the visual components that surround any product. For instance, an up-and-coming cosmetic brand can better showcase its product through colourful displays with bold signage and edgy models to convey a sense of youth. On the other hand, a conservative cosmetic brand can use pastels, script writing and soft imagery to appeal to a mature audience. These subtle strategies not only draw the demographic into the brand, but it also opens up the customer to the brand experience. This, in turn, fortifies brand loyalty and increases the chances of a customer repurchasing in the future.

Themes

Fashion labels/ brands may better execute visual merchandising strategies by implementing themes into their displays. Themes narrate a story and create customer buy-in. They generally accompany a new product launch. Most importantly, themes allow a brand to reinvent itself with new colours, layouts, fonts, design, pictures and photographs at the time of a new product launch. Theme ideas can range anywhere from coordinating colours to grouping products to individual motifs and anything in between. There aren’t any rules when it comes to themes but it’s a good idea to consider the store, season, new product, overall look and feel of the brand, and how the theme will tie into any current in-store promotion.

Tonality

Tonality refers to the brand’s consistency throughout all marketing materials. It may also be referred to as your brand personality or voice. It means conveying the look, feel and completeness of your brand within all existing marketing elements. That implies that visual merchandising must be consistent across all platforms including in-store displays, website and on third-party websites, ensuring customer brand loyalty and that quality of product the label is going to deliver. In turn, the emotional connection a customer has with your brand is strengthened.

The true potential of visual merchandising is practically limitless. It holds the key to successful brand management and generating revenue in the most optimal way, when implemented strategically in the most efficient way.