Retail Visual Merchandising: Why Does It Matter?August 10th, 2016
There is more to retail visual merchandising than one may think. It is not limited to fabulous window displays but is much more. It entails an array of elements from product merchandising and layout to lighting, graphics, window props and displays, music, posters, price tickets, housekeeping and right to the colour and hue you paint your walls and fixtures. As well, the way things are organised play a big factor in correct visual merchandising.
Retail visual merchandising is a technique that is practised and applied in retail establishments. Whether you have a hardware store or a high fashion clothing boutique, visual merchandising is utilised in many aspects and various levels.
The practice of retail visual merchandising entails organisation, creativity, logic and inspiration.
Visual Merchandising is a technique that is applied and practiced in any retailing environment. Whether you’re an up-market fashion chain or the local hardware store, it doesn’t matter what you sell, if you have a retail space, and open your doors for trade, you are conducting “Visual Merchandising” on some level.
The practice of visual merchandising requires creativity, inspiration, logic and organisation. And depending on the store, the responsibility of a visual merchandiser can include assembling props and fixtures or painting the inside walls of display windows. Other tasks may entail applying decals, hanging chandeliers or other decorative lighting, moving furniture, creating floral arrangements or putting up seasonal decorations like a Christmas tree.
Although visual merchandising is physically demanding, the opportunity and pleasure to apply creativity in the workplace is definitely worth the time and energy.
Why Retail Visual Merchandising Matters
One of the most important features of retail visual merchandising is that it greatly boosts sales. Just moving a product from the bottom or top shelf to eye level has been proven to increase sales up to 87%. In fact, it has been a well-known factor that proper visual presentation is a primary stimulus for retail purchases. Truthfully, every optical allotment benefits from good visual merchandising. Some considerations for good retail visual merchandising include:
Accessibility – make sure the product is visible and reachable. Obstacles need to be cleared and products should be within reach (never high in a shelf). Also, make amenities for the physical impaired like eyesight and mobility.
Eye Catching – display should always catch the eye of a consumer and keep their attention. As well, having a “wow” factor will have an amazing influence on sales.
Pairing – when there is more than one item placed together, they need to have a purpose. As well, good pairing is a key tactic in cross-selling. However, avoid upselling.
On the Matrix – physical dimensions or anthropometrics play an important role in sales. The concept is in correlation with the customer’s body size and determining eye-level. It is taken into consideration according to the product such as child or adult. For instance, kid products need to be at their eye level.
Organisation – product organisation and arrangement emphasises certain elements of judgment. For instance, products are arranged from small to large, colour-clocking is utilised and shirts or tops are hung above a skirt or pair of pants.
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