The evolution of visual merchandising techniques has made it possible to significantly improve impulse sales in store. People are 20% rational and 80% emotional: for this reason, when they enter a store, they get easily attracted by all those elements that have an impact on their feelings.
Aspects like window display, fixtures and décor style give a visual identity to the store and, since people notice them as soon as they enter the shop, they get quickly engaged.In view of optimising the consumer’s shopping experience, it is essential to take care of details, study the positioning of the displays and their customization.
In-store visual merchandising: an increasingly emotive experience with custom displays
The store is undoubtedly the most important point of contact between a brand and the consumer, especially in the beverage sector.
The store—from specialist boutique to superstore—represents an emotive point of contact, in the principle of inspiring the impulse sales process. There are a lot of elements that can influence the shopping experience, such as colors, fixtures and fittings, signage, lights, music and, of course, window display.
The impulse is provoked by those emotions that both the products and the brand must inspire in the buyer through a mix of visual and sensory elements.
Branding ideas: strategies and techniques to custom innovative in-store displays
Speaking of visual strategy, it’s therefore essential to properly position the display within the store.
First of all it is important to find out the best “focal points”, namely those points where the consumer is most willing to purchase.
Let’s look at a couple of examples.
- Within a supermarket, a semi-vertical display or counter display unit, of suitable size, if positioned next to the cashier, has the ability to greatly affect the propensity towards impulse purchases.
- The situation is different, for instance, at a bar, even though dealing with the same beverage market segment.. Here, the most functional strategic positioning is a point where customers walk by. In this case, it’s especially important that the plug-in design be able to coordinate with the layout of the premises, so that it complements the setting and doesn’t look out of place.
Branding Ideas: custom display winning shapes and sizes
In order to maximise sales, the display should therefore be in the optimal size to enable displaying the items effectively, as well as promoting the brand.
It’s important to be able to occupy the store’s strategic points, which is why it’s necessary to have displays available in several sizes and shapes, that can suit any space requirement and the store’s functional requirements.
Also the position of the displays is very important, since they catch the customers’ eyes straight away, making them stop to look at it.
There are a lot of different branding ideas that can be exploited and adapted to each store. Currently, the market rewards those companies that can provide solutions that can optimise limited floor space, allowing high product load capacity, along with ensuring they have broad visibility.
Increase impulse shopping through brand communication and display customization
Let's not forget the additional aspect that, along with versatility, helps make the purchase process an emotional one. We’re talking about plug-in customization, equipment tailor-made to the client’s brand communication, i.e. capable of conveying messages, values and emotions tied to the products’ brand.
The choice of displays/tools, as for instance refrigerated display cabinets, must be branded and customizable, as much in terms of aesthetics as in the structural design features, even for small retailers in order to offer maximum ease of movement, providing display flexibility.
Customization and optimal display capacity, together, represent the future of visual merchandising and the best way to increase sales.