The common perception is that visual merchandising (VM) is about making your products and your store look nice, but I assure you that there is a lot more to it than this. It is healthy to view your VM as a hub that links directly to all of your other main business departments. These usually include Stock Control, Marketing, Customer Service, Human Resources & Professional Development, Housekeeping, and of course Sales. Understanding that VM directly links with other functions within your business starts to open up new levels of creativity for you while making it easier to justify further resources on your VM and in-store animation.
VM is also a key way to pull customers over the threshold into your store and assist you to deliver a high customer service level with resulting sales increases. Here are my top five tips to bring this to fruition:
1. Promotional Displays
Visualise your store as you walk in the main entrance, and ask yourself what the first thing is that your eyes are drawn to? In retail, we want the first attention grabber in our store to be the promotional product or range of the week/month/season. It is critical that we have an engaging promotional display front-and-centre as a shopper enter our space. This not only creates interest for a shopper to stop walking and turn into your store, but it also excites the shopper – no matter if they are new to the store or a returning customer. The golden rules are to use a New Product, a Seasonal Product, a Topical Product, or a Hero Product from your range. To ensure freshness change this display regularly. This promotional display should also link to the display in your window.
2. Prime Shelf Real Estate
There are Hot and Cold Zones in our stores, with a Hot Zone representing an area of high foot traffic. You may know why people gravitate to this area, or it may be a mystery. Either way, be sure to recognise your Hot Zone, and the shelving units within this zone. This zone is generally the first-place shoppers will look and want to browse after they have enjoyed your promotional display at the entrance of your store. You may designate a shelf at eye level, or an entire bay as your Prime Shelf Real Estate. Whatever amount of space that you choose, be sure to fill it with product that matches your promotional display mentioned above. The key to this is to make it is clear that people can shop from this area. I say this as a promotional display can often be left by shoppers as they do not feel that they are allowed to shop from this area. By using the sequence of your window display, that matches your promotional display, that matches your Shelf Prime Real Estate, we have now built a slick easy to use path-to-purchase.
The way that we communicate individualised pricing is a critical part of VM. Pricing needs to visually be aligned with our branding, be sized appropriately to the products, and be easy and clear to understand. Depending on your type of retail you may use hanging tags, pricing stickers, branded labels, or shelf talkers. Whatever the pricing display is that you use be sure to take a good deal of care with careful attention to detail. Make sure pricing labels are consistent throughout the store, and to make pricing easy to read and easy to find. Let’s face it, the first question most consumers have is “how much is it?”
Premium Retail will usually not display prices, and certain retail will have pricing on lists or in menus, but no matter what pricing is relevant for your business be sure that it is brand aligned and that it is correct! There is nothing worse than getting pricing wrong and costing your business money, credibility, and resulting in a negative customer experience.
4. Negative Space
In large discount retailers and super markets, you will see products jammed in and stacked as high as possible. This signals to the consumer that the products are of a low value. In a majority of retail environments, we want to increase the value proposition of our products using VM. One of the most effective ways to do this is to use Negative Space. Negative Space is the use of gaps, or space between products. This is a clever technique that draws a shopper’s eyes to the individual products allowing the shopper to browse without working so hard while creating more interest in the shopper’s mind. Negative Space also signals to the consumer that the products are important enough to command such a generous use of space. This is where the perceived value of a product is enhanced. This technique in your layout will enhance your overall branding, and will be noticeable from the exterior of the store as consumers look in through the entrance. It can also be used in window displays.
5. Clean All Day, Every Day
This is my favourite as it is so so important. No matter how much a consumer is paying for an individual product, if it is not clean then it is not attractive to buy. The retail environment out there is ultra-competitive, so if a store is not clean and tidy, then the consumer will simply go somewhere else. Cleanliness underpins all of your VM. You may have the latest technology, the biggest screens, the flashiest lights, or the most on trend animation, but if your window and shelves are dusty, sticky, grimy, or dirty in anyway then your whole VM is undermined. My golden rules are that we clean at the beginning and end of every day, and then throughout the day constantly. Other than education and product knowledge, re-stocking the shelves and cleaning is the number one task that we all need to commit to when we have down time in-store. It is critical that everyone in the store team is contributing to this too, and that there are no exemptions. It is a team game with sales to be lost if someone is excusing themselves from cleaning. Keeping your store and products clean can be made harder if your store has an Open-Door Policy (ie. Your front doors are left wide open during trading hours). This is always a great best practice as it invites customers into your space (take that as an extra free tip!) but it will encourage dust to accumulate quicker so be aware of this in regard to directing your team to clean.