Visual merchandising includes window
displays, signs, interior displays, cosmetic promotions and any other special
sales promotions taking place.
IMPORTANCE OF VISUAL MERCHANDISING
Visual merchandising is a critical element in retailing. The
facades and windows which are done with an objective to attract the passer bys
and walk-ins of the corridor, there are in store decors too that are enhanced
for the customers comfort and convenience while shopping and to offer a
superior shopping experience.
Consumer behavior studies has confirmed that a beautifully
done up show window and decorated facades prove irresistible as they walk into
check out what is an offer. When no two stores look alike it ensures
exclusivity. Besides, when the mood and theme of displays change at regular
intervals it makes certain that the store remains top of mind. ‘Stickiness’ in
retail formats is ensured by the imaginative use of colours, lighting, space,
furniture and visual elements with regard to in-store displays.
When customers walk in, it is to ensure that they enjoy their
first encounter with the store. Repeat visit will only happen if a customer’s
first visit is a memorable one and was satisfied with the purchase. The logical
arrangement of counters, with clear passageways allows for easy ace to
merchandise rather than getting lost in the mazo which happens with most of the
large stores. This system of arrangement makes the customers feel more in
control too. Clear passages are provided for products which need touch and feel.
All the impulse purchase driven products should be clearly displayed so that
its easy to reach them without any hindrance. Also, it has been observed that,
when a person enters a room or a store, the human eye moves in a Z pattern,
i.e. from rear left of the room to right rear then from front left of the room
to front right. Care should be taken while we design the store; it should be in
an appealing manner so that it guides the direction of vision and keeps the
shopper visually interested.
COMPONENTS OF VISUAL MERCHANDISING:
There are certain components which a retailer needs to take
care while displaying their products. All these components when combined
together in a proper ratio will give a successful outcome in the displays of a
showroom.
MAKE MECHANDISE THE FOCAL POINT
The main
aim of displays is to showcase the product within the display area even
enhancing the display area. Customers normally gives three to five seconds of
their attention to the window display at first. In this short period of time,
the retailers visual message should be conveyed to the customer. The
arrangement of the window display should go with the products and should not be
discernible to the eye.
RIGHT CHOICE OF COLOURS IS VITAL:
Colour is
one of the most powerful tools in the visual merchandising segment. It’s a
visual perceptual property. Colours are associated with emotions, special
occasions and gender. It gives attention and pulls more customers to the store.
A retailer has to choose a right colour that would match with the theme of the
display. Its not always possible to satisfy everyone but its possible to
cultivate the taste of customers gradually and purposefully. A right choice of
colours in the displays can make a walker into the shop and lowly convert them
into a customer. Its there for mandatory to choose the right colour in the
display theme.
Ex: A
Halloween display have a black colour, Christmas display as a colour of red,
green, gold and silver etc.
DISPLAY SHOULD COMPLEMENT THE RETAILERS OTHER STRATEGIES:
The content of the
display should complement the in store environment and other marketing
strategies of the retailer. If the retailer has a specific logo, the colors of
the display can reflect the same color of the logo. For e.g. MacDonald’s
display, the clown is of the same color, red and yellow as in their logo.
CLEANLINESS:
Neat and clean
arrangement is the foundation of an inviting a successful visual display. A
beautiful display can be ruined by a cracked sign holder or an
unclean display environment. Effective cleaning schedule of showcases and
display fixtures is required.
CHANGE THE DISPLAY SETTINGS INFREQUENT INTERVALS:
Changing the arrangement of the
displays in regular intervals will initiate new interest about the products in
the minds of the customer. By designing a plan-o-gram and activating changes
frequently one can thus be a proactive retailer.
With globalization and the retail
boom, visual merchandising is growing in leaps and bounds. It is not simply
concerned about decorating a store beautifully; but must also symbolize the
brand keeping the target audience in mind.
