Understanding Visual Merchandising
Humans are visual creatures. They understand and quickly respond to visual images. That is why shoppers enter retail stores whose visual appearance is more appealing, clear, and crisp. In technical terms, visual merchandising is the key factor in closing leads and increase sales.
Visual merchandising retail management is a retail and marketing practice that uses various elements such as color, floor plans, displays, lighting, technology, among others, to engage, attract, and close customers. The primary purpose of visual merchandising is to utilize the retail space to increase revenue. Brands carry out visual merchandising campaigns to engage their customers across several retail categories such as grocery, apparel, wine, perfumes, etc.
A visual merchandiser is a person who carries out the responsibility to create visual merchandising. A visual merchandiser uses a combination of retail merchandising data, marketing principles, and creativity to utilize the retail space and layout of the store. Visual merchandisers carry out tasks such as the organization of products, collecting and analyzing the data, and running promotional displays.
A visual merchandiser’s primary job is to collect and analyze retail data, mainly the observational data, to observe and document the information associated with the product in retail stores, such as shelves or the condition of displays. The data collected is useful to enhance the overall visual merchandising process by tweaking the merchandising strategies, such as observing the difference in sales by using different color concepts or products’ arrangement. Proper observation and collection of data help the merchandiser make informed decisions.
Benefits of Visual Merchandising Management
Retail stores can reap the numerous benefits of visual merchandising store management. Here are the key benefits of visual merchandising:
1. Engages Customers:
As the saying goes, “the first impression is the best impression.” A well organized and visually appealing store tends to attract more customers compared to a mediocre store. Once the customer is in the store, the chances of turning the leads into paying customer doubles. Visual merchandising creates an overall positive environment and experience, leading them to return to the store.
2. Echoes the brand:
A good visual merchandising keeps the brand in all locations on the same page and delivers consistency. It adds a sense of business identity.
3. Increased revenue:
A good visual merchandising can increase the overall revenue by as customers can easily pick the product they are looking for. It also helps a customer try out new things because they visually look good, eventually increasing sales. A good set up and a professional visual merchandiser together help a business to get the right outcome.
Techniques of Visual Merchandising Management
1. Tell a story:
Tell customers what the benefits of buying the product by using powerful signage at the display are. The story should not be too long or complicated. A message that can be understood by the target audience and takes less than five seconds is the best way to welcome customers. At times, only images are enough to convey the message as well. A good story enables customers to connect with the product. The signs should incorporate aesthetically with the theme of visual merchandising.
2. Use five senses:
When creating visual merchandising, keep in mind the five senses – seeing, hearing, feeling, smelling, and taste. Colors play a vital role in visual merchandising. Using contrasting colors, such as black and white or monochromatic colors, create interesting and attention-seeking displays. Lighting gives a dramatic look and enhances the visuals. Good music, with softer beats, helps to create the right mood for customers. To help customers reach products, ensure they are accessible. The smell is associated with good memory and connects with customers emotionally and puts them in the right state of mind. If the retail store is about food, try creating a table of seasonal favorites for tasting.
3. Product Grouping:
Products, when grouped, help customers shop easily. Grouping can be done based on price, type, size, color, or usage. Visual merchandisers can add an out of group product or cross-merchandising to lure customers. Cross selling help sell a product related to it to offer additional benefits to the customer. For instance, pairing a memory card next to a camera. Product grouping is inviting because it fires the customer’s imagination by showing instead of telling them. The best way of grouping is the rule of three products together to create symmetry and balance. Too much clutter would defeat the purpose and be overwhelming for customers.
4. Interactive Displays:
Interactive features in displays adds technical touch to visual merchandising. Plasma touch screens, headsets, games, VR Goggles, and grand displays create a connection with customers. Virtual reality is increasingly being used in visual merchandising. Customers can feel the product or experience the service and make informed decisions. If the budget is not high for visual merchandising, consider 3D displays or simply a ‘Spin the Wheel’ game to grab discounts.
5. Allow Customers to Access Maximum Amount of Merchandise:
A well-planned display allows a customer to explore more products, eventually leading to a purchase. For instance, a circular layout works more than a traditional aisle. The aim is to display as many products as possible; however, it needs sharp and clean. Aisles need to be spacious and barrier-free to avoid discouraging customers from reaching the products. Retailers should consider utilizing every space of the store.
Why Outmarch?
Outmarch is a platform that offers real-time data, accountability, intuitive accessibility, and valuable business insights enabling visual merchandisers to make informed business decisions. Our mobile application and easy interface make it easy for any retail store employees to communicate with the application and take charge.
Using Outmarch, every individual is assigned a task, and the transparency makes the process crisp and clear. Outmarch eliminates overlapping directives, thus increasing accountability. Users can easily trace who viewed the task and the task’s status to take further immediate action.
Outmarch allows segment distribution, letting users assign tasks based on locations and which area to perform the tasks. With real-time feedback and monitoring, users obtain valuable insights from their customers. The interface is simple and easy to use, allowing employees to easily design surveys and maintain consistency across all the stores. Outmarch is powered with AI knowledge, letting visual merchandisers optimize projects by gaining insights on every execution.
Deploying Outmarch is easy, quick, and seamless. Find out more on how to implement visual merchandising management software and how to increase your revenue using Outmarch by connecting with us today!
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