Not everyone exploits visual merchandising and its advantages to increase sales and brand awareness, but nowadays it is very important to know how it works and which aspects can improve your brand communication.
Before any in-depth analysis on the correct visual merchandising techniques for displaying products, we should remember a core principle: visual merchandising is first and foremost a sales support tool.
It starts from the principles of visual communication, applying them to the arrangement of products within the point of sale.
The customer’s journey begins with discovery, then moves into option comparison before the final conversion and sale. Setting the tone for your target customers using visual merchandising is a key element in taking them from discovery to sale.
Using displays, 3D spaces and floor plans, visual merchandising can create an environment that highlights products’ or services’ appearance, characteristics and benefits, by appealing to the five human senses.
Visual merchandising techniques:
Brand communication in in-store sales
When you enter a store, you’ll most likely first get attracted by visual displays. This can include aspects like window displays, décor style, fixtures, and all those visual merchandising techniques applied in order to give a visual identity to the store.
If the last few years have taught us anything, it’s that the impact of digital media in the retail space is only growing.
More than half of those surveyed (63%) in a recent report admitted that digital signage catches their attention. Digital elements like interactive touchscreens that allow shoppers to search, browse, and share will continue to be integrated into in-store displays.
The core variables on which visual merchandising operates are:
- Choice of the product and ideal quantity
- Product positioning: where it should be placed
- Product exposure times: in what period and for how long
There is the general rule of: “I see, therefore I buy; I don't see, therefore I won’t buy”.
Product presentation and placement are important factors to consider when it comes to a high-quality shopping experience. If customers leave the store satisfied, they will have a good memory of the purchased product.
Since visual merchandising today has a key role on brand performances, you need to catch the attention of your clients to convince them to become paid customers.
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
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How Visual Merchandising techniques attracts costumers through sensory and emotive stimulation
The engagement of the potential buyer is achieved via the most thorough stimulation of the sensory channels (most commonly sight) that act directly on the subconscious. Some examples of the elements that visual merchandising uses in order to communicate with customers and stimulate their senses can be lighting, music, aromas and television screens.
Visual merchandising, specifically, is a combination of aesthetics, psychology and marketing. These elements, combined, make it possible to enhance the products inside the point of sale, emotionally engaging the consumer. The goal of visual merchandising indeed, is to attract, engage, and motivate customers towards making a purchase.
Today, more than in the past, it is important to know how visual merchandising attracts customers since it is necessary to change the sales concept at its root, shifting from the POS (Point Of Sale) where the customer simply buys the products, to the POP (Point of Purchase) where the focus is on those impulses that push the consumer to make the purchase.
In all this, the brand becomes increasingly important and, through visual merchandising techniques, its value can easily increase.
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Brand communication in in-store to increase Brand Awareness
Customers must be able to perceive the brand through the visual components that surround the product, such as lights, sounds or perfumes.
Visual merchandising has a central role in being able to convey the philosophy and values of the brand. Knowing and using visual merchandising and its advantages is becoming more and more important because, if consumers live a real experience in the store they decide to visit, they will easily become paid customers.
That is why, taking care of the details (starting from the displays through which the products are presented) is extremely important: details can automatically increase brand awareness and encourage consumer’s loyalty to the brand.
Visual merchandising, together with the principles of brand communication, produces the overall effect of drawing in customers, increasing the opportunities for purchase.