What Is Visual Merchandising?

Visual merchandising is all around us. Why, you might ask? The simple answer is, because it is so effective. The way we respond to merchandise is directly affected by the way it is presented to us. Think about your most recent shopping experience: were you swayed by a delicate arrangement of goods, or maybe some carefully painted artisan shelving? Did an impressively elaborate window display sway you, or even a well-organised shop that made your whole experience there a delight? All of these are examples of how visual merchandising can work!

What is the purpose of Visual Merchandising?

The true purpose behind visual merchandising is of course to make products look appealing enough to make customers buy them. This might be in terms of attracting an impulse buy, or persuading customers to choose one product over another. And it is one way physical shopping – as opposed to online – can allow retailers to influence customers’ decisions; the layout and lighting of the shop itself – and the presentation of individual products – can all be stage-managed to create an emotional response in the customer, which can directly influence whether – and what – they buy. Getting visual merchandising right is crucial for maximising sales potential. A digital menu board is a dynamic display that allows businesses to market their products by displaying menus, promotional items, product photos, and even animation. Digital boards have mostly replaced the static painted or printed sign boards. led signage displays are now less expensive to purchase, last longer, and include more features than the original basic board.

Floor layout

Since the ultimate goal behind visual merchandising is to use the retail space itself to generate a higher volume of sales, an effective use of floor layout is paramount. How exactly a shop is organised depends on many factors, including the type of merchandise on sale, the sheer floor area of the shop, as well as the number of visitors the shop expects to host at any given time.

A successful floor layout will promote certain areas of the shop where it is hoped customers will linger. It might even tell a story, or take your customers on an emotional journey, and ultimately encourage them to make a purchase. This article looks in detail at the history of the Swedish store Ikea’s particular and wholly unique floor layout.

Emphasising key products

Think about your last visit to a shop: can you remember which products were placed in a prominent position on the shop floor? Be under no illusions that this decision would not have been taken lightly! Of course, products that retailers are keen for you to buy are deliberately placed at eye-level, promoted with an appealing display and highlighted with attractive signage. A rustic blackboard with coloured chalks can set a completely different tone to a luminous lightbox sign, but both can be used to emphasise key merchandise.

The products retailers are less keen for you to buy (usually those with a lower profit margin!) are placed in far less obvious places, such as ground-level shelves, and with far less attention surrounding them.

Using graphics effectively

Another powerful tool in the arsenal of visual merchandising tools, graphics help to persuade customers to make a purchase in several ways. A striking image can be memorable and allow you to form a link to a particular product you hope to sell, or graphics and imagery can be used to create a particular emotion. Just as words might trigger an emotional response, so too can a particular graphic – or even a set of colours, which can serve to linger in your customers’ minds and form a longstanding association with the merchandise you link it with.

Graphics can also include important words, phrases or images in the form of logos – and incorporating these onto the merchandise itself, by creating bespoke promotional products can be a particularly effective way of achieving this. National Pen (https://www.pens.com/uk/) have a huge range of inspirational products which can be personalised with logos or slogans, both of which can create a lasting impact on consumers.

Using visual merchandising to create your brand identity

Of course, the primary aim of visual merchandising is to influence your customer, generating sales. But visual merchandising also has a second important function: to develop and showcase brand identity. This can be achieved through accessories, by adding a certain style and tone to showcase a particular product. For example, placing a select few items on a vintage table denotes something very different about your brand compared to setting the scene with sheer-white, glossy shelving and neon lights. You know your brand and the tone you wish to strike, and this is a crucial opportunity to enhance its identity through visual merchandising.

Creating mood

A shop’s atmosphere can have a huge impact on your customers: how they feel in-store, what they associate with being there (is it a buzzing, frenetic place, or somewhere thy can go to recalibrate and feel calm?), and ultimately, what they decide to buy. An effective way to create a particular mood is through lighting. As well as all-important atmosphere, lighting can highlight and promote individual products, create depth and dimension and is a key tool when creating an impressive window display. Acting in a similar way to colour, lighting can be muted or soft, bold or bright. It can harmonise elements and set contrasts, too. Use it wisely!

Window Displays

What better way to entice customers through the door than with a striking window display? A window is a retail space’s own advertising space: using colour, shapes, textures and depth to attract visitors – as well as promote the brand to those who don’t actually go inside – is a prime example of visual merchandising. It’s a great way to turn a passer-by into a purchasing customer, so careful attention is needed here. Often, window displays are used to tie in with a particular season or festival – Christmas and Easter, of course, but also smaller festivals throughout the year, like Halloween or Mother’s Day. These celebrations are increasingly commercial, offering considerable opportunity to combine unusual or artistic displays with direct sales.

What’s more, many smaller boutiques use window displays as an opportunity to reinforce and celebrate their own brand identity; using the space in artistic, creative ways can turn heads and generate custom. Here, you can read more about the history of window displays.

So, there you have it: our guide to understanding visual merchandising and using it effectively. It’s all around us and can be used to maximise sales – as well as leave a flavour of your brand identity in your customers’ minds. Make an impact and be as creative – and have as much fun – as you like!