By Varnika

• Interior Design Faculty

Visual merchandising creates an impact and makes an impression on every customer who visits store. Anything the customer can see from the outside of the store and throughout the interior can work to optimize the retail space. From storefront displays to signage and overall floor plan, effective visual merchandising works cohesively to reflect the brand, engage the customer and increase sales.

What are the best ways to employ effective visual merchandising? Considering a combination of techniques may increase the customer’s product awareness and desire to purchase.

1. CREATING DISPLAYS FOR TARGET CUSTOMERS

The customer’s journey begins with discovery that slowly moves into comparison stages before the final conversion and sale. Setting the tone for target customers using visual merchandising is a key element in taking them from discovery to sale. Who are the target customers? That’s an important question when designing displays. Aiming to appeal to their lifestyle or the lifestyle they desire might be a significant first step.

2. LESS CAN BE MORE

A visual assault on the senses overwhelms the customer. Too many items and clashing of colours results in a display that looks like a toddler’s playground. Customers tend to walk away, when push comes to shove.By avoiding clutter and chaos in displays and focusing on spotlighting a single item or a few related items instead to create a coherent theme/story can be certainly beneficial.

3. WITH A STORY

A story for the visual merchandising display helps during the design process and makes it easier for the customer to connect with the product. The story can be specific to a single display or be made to flow through the entire retail space by using a singular cohesive theme from display to display. Beginning the latter at the storefront with the main window or space near the entrance may create an interesting dynamics. The narrative doesn’t have to be complicated and can be something as tried and true as “back to school” or “summertime fun.” Relying on colour and signage to keep the story/theme cohesive or something as simple as using the same colour backdrop or keywords in the signage can go a long way.

4. BEING SPECIFIC WITH SIGNAGE

The display may showcase the items perfectly, but if the signage fails, it all fails. Avoiding wordy signs too much actual information may be highlighted. Using the five-second rule, i.e., we should be able to easily read the sign in five seconds or less, absorbing its meaning without any confusion is extremely helpful. If the message needs to be longer, a series of signs incorporated aesthetically into the overall visual merchandising theme can do the job more precisely.

5. WINDOW DISPLAYS ATTRACT FOOT TRAFFIC

First impressions do make a difference. New and more valuable products may be displayed in the window or nearest the entrance in order to attract foot traffic. A passer-by won’t be interested in a storefront that appears dark, dirty or neglected.The front windows need to be kept clean and the display well-lit or lit to create an emotional impact. Sometimes, however, minimal lighting works best for specific designs. Again, signage should be clear, concise and connected to the theme/story of the window.