Malls and supermarkets are full of bright lights, displays, technology, and signage that attract our attention. This is visual merchandising, the art of using visual techniques to vie customers and increase sales. Visual merchandising is all about imagination and creativity, to captivate consumers and boost interest in the store.
A good example is the use of mannequins in malls and shopping centers. It gives a much better environment of how an article of clothing or an accessory will look when they put it on. A mannequin shows how a dress looks on a body. It can be given any kind of personality – city scene, country scene school setting, etc. make it look sophisticated or whimsical.
Visual merchandising helps increase foot traffic, especially in regard to window displays. Experts say visual merchandising is very effective because 90 percent of the information sent to the brain is visual; people don’t remember the text on display as much as they can remember the color or the manner in which the products are displayed and arranged. Digitalization, attention to detail, and customer experience, as well as new-age design courses, have provided a fillip to visual merchandising as a career.
Benefits of Visual Merchandising
Brands and retailers can reap the benefits as it:
Engaging – it creates a positive first impression for consumers and encourages them to come into the store. It guides them in finding the right product for their needs. Moreover, visual merchandising creates a positive shopping experience, so they are more likely to come back in the future.
Sales Growth – Visual merchandising can boost sales and help consumers discover new products and solutions. For example, a nicely dressed mannequin can entice a customer to seek an outfit and accessories for that sophisticated or glamorous look.
Appealing – It is visually appealing and helps businesses or brands get more out of their space without the need for expansion or renovations. Customers will associate clear and attractive merchandising with a positive shopping experience. Visual merchandising enhances customers’ broad experience. The display can potentially excite customers and gain their attention.
Visual merchandising increases the value of a product and business. Proper techniques can help businesses sell their products with relative ease without reducing the price.
Trends
Brands always opt for creativity and trends to catch the consumers’ attention. Companies experiment with new ways of displaying products. Some are using sustainable materials and creating products that are not harmful to the environment. Brands are using natural and organic materials in products because they are more environmentally friendly than synthetic materials.
Brands are also merging with e-commerce plays to stay competitive, such as Macy’s deal with Amazon and Kohl’s partnership with Walmart. Retailers and brands have to keep up with times to stay afloat, thus merging with e-commerce players to target a larger consumer base to deliver products quickly and cheaply.
Retailers are using pop-ups and temporary installations to promote their products and services. This is a great way to attract customers to the store as it’s fun and interactive. There is also the LED lighting strategy to provide a high level of brightness and energy efficiency.
Businesses and brands use a wide range of visual merchandising techniques to stay ahead of competitors and entice consumers. It places the products vertically and horizontally visually very aesthetic for consumers, enhancing business visibility.
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