Visual merchandising is a practice adopted by the retail industry of presenting and decorating products in such a way that they are appealing to the customers. The main goal is to maximise sales and improve the foot traffic in the retail outlets. Visual merchandisers use their creativity to display the most appealing products to lure the customers into the store. They make the retail stores as attractive as possible for the customers. 

Retail owners hire visual merchandisers to build a solid customer base and increase their sales and profits. Nowadays, people are shifting to online modes to shop for all kinds of products which is why the importance of visual merchandisers are increasing in the present-day world. Everything in the store set up including window displays, in-store arrangements, stock displays, lighting, signage, graphics, colours, décor, pattern, texture, and more are a part of visual merchandising. All these elements are organised and combined in the best possible way to catch the attention of the target customers. It will help to build a brand image and leave a lasting impression on potential customers.  The first thing a customer will notice after entering your store is how appealing your store looks. Based on this first impression, the customers make purchases and spend their hard-earned money. 

Tips and suggestions for visual merchandising 

Visual merchandising has a major impact on sales and customer’s overall experience. Follow these below-mentioned tips and tricks to improve visual merchandising in your retail stores:

1.     The first impression lasts long: Interesting and attractive displays will lure the customers to enter your retail outlets. You need to represent the motto and vision of your brand with different kinds of posters and themes so that the customers remember your store and make multiple purchases from you in the future. You need to focus on every single element, be it big or small to make this first impression. With good lighting, choice of window displays, colourful décor, a visual merchandiser needs to look into every aspect of the presentation. Your store must look visually appealing both from inside and outside. The exterior of the store must represent what your brand stands for, its objectives and vision. Make sure that you constantly change the themes, paint and displays, clean the windows, and keep the whole store neat and clean. 

2.     Sort every item under specific categories: The customers must be able to quickly identify the products that they are looking for. As a visual merchandiser, your role is to make a customer’s shopping experience better. Use signage to label the departments and the categories clearly. If customers will be able to find the products easily, they will definitely come back to make purchases in the future. This will lead to a loyal customer base in the long run.

3.     Window displays: The displays on the storefront windows must be clearly organised and should represent the culture and look of your brand. Window displays will attract the busy customer’s attention and lure them to your retail outlet. They are the best way to promote your store. It is a tough job to decide on these window displays. A lot of research about the market trends, customer demands are required to make this decision. They are best used for seasonal promotions, sales promotions, new arrivals, trendy items, etc. Themes are an essential element of visual merchandising. Make careful decisions regarding themes, colours, images, props and lighting for the window display. 

4.     Keep your displays simple and organised: don’t overcrowd your displays by putting up a large number of items together. This might confuse the customer in selecting the right product. Put fewer items on display and use simple boxes, stands to display the items. Don’t distract the customers by using too many colours, textures and prints.

5.     Presenting the products: Think about how you want to present your products on your shelf displays. Products that are in high demand are generally displayed to grab the customers attention. Vertical displays are more appealing than horizontal displays. Visual merchandisers must have an eye for detail. Placing the visually striking products on the entrance shelf can maximise sales. 

6.     Elements of display  Combine the key elements of display like colour, pattern, texture, size and shapes in the right proportion. Create your own story for the customers to understand your products and your overall brand motto. By creating a story, you create a long-lasting emotional bond with your customers. This drives the customers to buy more of your products. 

7.     Store layout: The job of a visual merchandiser is to plan the overall store layout to attract more and more customers into the store. Avoid cluttered spaces and make sure that there is enough space for the customers to walk around and shop. This will lead to high foot traffic in your retail store. Plan the arrangement of display racks and mannequins inside the retail outlet. Make sure that the products are easily accessible by the customers.

8.     Lighting: good lighting often makes a difference in the overall look of the store. Lighting enhances the store displays and creates a perfect ambience. You can also draw attention to specific products by using spotlights in your store. Lighting has a major impact on the look and feel of your retail outlet. 

9.     Signage: Signs can be very useful to identify particular products, draw attention to special promotions and sales, diversify the products into different categories based on prices, fabrics, new arrivals, fashion trends et cetera. These factors together increase sales in the store. Stay up-to-date with the signage and labels. The customers will be able to find the products quickly with the help of proper signage and graphics. 

10.  Use mannequins: presenting your products on mannequins will instantly grab the consumer’s attention. Mannequins are a very creative way of displaying your products in retail outlets. Looking at a well outfitted mannequin will help the customers select the right items from the store. 

11.  Seasonal displays: A visual merchandiser must use his creativity to display the products according to changing seasons. Keep track of festivals and occasions and make changes in your store accordingly. For example, during the summer season, use bright themes and pictures of beaches to present your summer collection. Change your themes and display styles on Mother’s Day, Father’s Day, Holi, Diwali, etc.

12.  Focus on the overall experience: an interactive shopping experience is a good strategy in a retail store. For example, if you have kids wear store, place kids play station and games in one corner to allure the kids into your store. 

13.  Make use of five senses: Create an in-store environment in which the customers are allowed to engage all their senses. With good lighting and colour combinations, make your store visually appealing to the customers. Soothing music is always tempting to the ears. Play soft and slow music in your retail store to enhance the shopping experience of the customers. Allow the customers to touch the products and feel their texture. Place the products in such a way that the customers can both see and feel them. No one likes places that smell bad, therefore, use room fresheners. 

14.  Promote your store on social media: in the modern-day world, social media has taken over every aspect of our lives. Creating a social media presence will encourage the customers to visit your store and make purchases. Create visually appealing displays and post the pictures on social media to lure the customers. 

15.  Use technological advancements: visual merchandisers Use technology to present their products and make the customer’s shopping experience better. Techniques like interactive videos, endless aisles, QR code, virtual reality, augmented reality are used in retail stores to make shopping more interesting. The customers can access the products more easily with the help of advanced technology.Visual merchandisers give an aesthetic look to the retail stores and compel the customers to make purchases from the stores. Their goal is to enhance the in-store experience and maximise sales. If you are planning to pursue visual merchandising as a career, the JD Institute of fashion technology is a premier institute in India that offers a diploma in the virtual merchandising course that is specially designed for the creative individuals who have an eye for detail. The individuals receive rigorous training and expert guidance that will help them excel in the field of virtual merchandising.