The goal of every company interested in strengthening their position on the market and in customer’s minds is to increase brand awareness. To reach it, brick & mortar stores are a valuable element.
Visual merchandising and display areas play an integral role in catching the eye of your consumers and convincing them to become paid customers. There are a lot of different elements to consider when it comes to a high-quality shopping experience: a colour, an element, a branded display, all contribute to increasing the recognisability of the brand presented.
Better Shopping Experience through fridge display units:
Five senses stimulation
One of the most important goals is to enhance the quality of the overall customer shopping experience, giving him or her something to think about and to remember. Today that the competition between brands is so high, you must be sure that your brand and your products stand out from the crowd.
The role of brand ambassador is played by all those display areas in-store and outside of the store, that are able to communicate the brand's personality and create an immersive experience for the customer.
The breakthrough power of the physical experience lies in the very high number of receptors involved. Each of these is essential for generating extremely vivid mental and sensorial associations, so keep in mind the old saying “What you see is what you get”, and remember that you will have more chances of engaging your customer if you involve the five senses.
Note: it is important to remember that the weight of the sensorial factor increases significantly in the case of Food&Beverage products, as sight, smell and touch are of paramount importance.
How to increase sales with fridge display units?
Trough Visual merchandising techniques
Visual merchandising must involve all the elements that can influence the human imagination and sensibility, as much inside the store as at a strategic external location; this way, the shopping experience will be complete and the brand will be enriched with further bolstering in the customers’ minds.
Remember that the so-called “Moment of truth” comes right at the store, when the sensory experiences, enhanced by effective Visual Merchandising, enable changing opinion in favour of the brand displayed.
What tools and visual merchandising techniques can be used? Lights, colours, smells, images, how the areas are arranged and prepared, information, interactive installations, and much more.
However, to make your visual merchandising effective, it’s necessary to go beyond more tools and ask the right questions:
- Do the text and images tell a story that’s easy to understand?
The content must be able to grab attention and stop the customer in a few seconds. Simple, compelling and relevant are the three commandments to achieve understanding and be effective.
- Are the design and layout of the display tools customized?
In such an extremely competitive context as the current one, every corner, every sign and every display must be customized, in line with current campaigns and with the brand’s visual communication. The elements in a store are limited, as is the customer’s attention: today it is necessary to maximise the chances of drawing in via customization.
- Can consumers interact with the installations and display materials?
Screens built into the display cases, sounds, physical elements to touch and move, touch-screens, apps that interact thanks to the QR code, and smartphone proximity sensors. There are many options, necessary to create an experience that can awe and stay etched in the customers’ minds.
If you can create a truly engaging experience, you will increase brand awareness and optain excellent results.
To assess the results of the activity, it’s essential to pick the right KPIs: discover them in the in-depth analysis on the benefits of well-made visual merchandising.
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