How nailing your stores visual merchandising can help boost sales.

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When implemented correctly a retail stores sales can be heavily boosted by its visual merchandising strategy. A cleverly creative approach to a stores layout and VM (visual merchandising) is what gets customers through the door, keeps them in and puts money in the till.

I've worked in retail for many years and have picked up a number of tips and tricks along the way in order to create the most aesthetically pleasing store. My background in interior design also helps with this although I think primarily in order to nail your retail merchandising you need to put yourself in the shoes of the customer.

Before we get ahead of ourselves though, let's look at the basics before we put a game plan in place.

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What is visual merchandising?

Visual merchandising, or VM is a practice in the retail industry which converts a potential customers attention into a sale. This is done through developing floor plans, using astute POS (point of sale) and creating eye catching displays which instantly grab attention.

Visual merchandising is the practice in the retail industry of developing floor plans and three-dimensional displays in order to grab attention and maximise sales. It’s an important component of customer experience and your brand's identity.

Different types of visual merchandising.

In retail there are a number of different visual merchandising types. Let's have a look at some of the more common examples.

Window displays.

In retail stores, window displays are commonly glass enclosures on the outside walls of the premises. They're used to showcase promotional items to attract the attention of potential customers walking by.

Nailing your window displays is incredibly important as they create a first impression enticing potential customers.

Mannequins.

In clothing stores mannequins are one of the most direct ways in showing your product to customers. It puts the product in a 'real life' framework, making the item feel much more appealing to clients. Accessories should also be displayed appropriately. In a jewellery store for example necklaces should be placed on busts so the audience can visualise how the product will sit on themselves. Promoting products this way is an easy way to increase your businesses sales.

Store Layout.

Your visual display will give customers their first impressions of your brand, but it's the store layout they gives the lasting one. By nailing your retail stores layout you are effectively directing customers to your products, helping them stay in the store longer. Potentially even telling them what they need to buy.

POS.

POS or point of sale product displays can be used as hot spots or last minute purchases. You'll usually position your point of sale products near the till where they can be target sold as impulse purchases. It's a good idea to use affordable or trending goods at this point as they will sway the customer more easily.

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How to nail your visual merchandising.

1. Put yourself in your customers shoes.

Understanding your target market is crucial for nailing your stores visual merchandising. You should familiarise yourself with demographic data such as age, income and shopping habits. It's also worth researching and analysing store footfall and how this varies from day to day throughout the week. This way you are targeting their lifestyles meaning you can then put a really great VM plan in place.

Using this information you'll be able to understand where and when updates can be made to your stores layout and aesthetics.

Task: Take a look at your best selling product for that week.

• Where is it located in your store?
• Is it easy for the customer to see?
• How is the product merchandised successfully?
• What makes it appealing to your target audience?

By thinking about these questions you're also questioning the VM on other products in store. What do you want to push? Can you use the answers from the previous questions to help do so?

2. Nail your window displays.

We're judgemental people and first impressions count. This is why you need to nail your stores window displays as this will then convert potential sales into actual sales.

An eye catching window display will encourage not only passersby but repeat trade too. It's important that your window displays are clean, crisp and distinctive.

It's recommended that retailers change their window displays every couple of months. This way they create and maintain interest. You should plan your window changeovers to adhere to special events or holidays.

Task: Look at your competitors window displays.

• What do you like about their window displays?
• What don't you like?
• Can you take any inspiration from them?
• How many sale items are they promoting?

I think it's important to check out what your competitors are doing. Take inspiration (but don't copy) from them and turn those potential clients into sales.

3. Start closest to the door.

Once your client has been drawn in by your window display, the first products they see really need to hit the spot. There's no point having a 10/10 window display to then have a mediocre entrance into your store. The whole shopping experience needs to live up to the customers first impressions.

If you have a particular item displayed in your windows that keeps enticing clients in, it makes sense to put these at the front of the store. This makes it easier for customers to purchase this particular item, making their shopping experience more enjoyable. You can then use a clever store layout to help guide them into purchasing add ons from your business.

4. The rule of three.

You'll often hear the term 'rule of three' mentioned by visual merchandisers. This means displaying products in sets of three as it's been proven to be more aesthetically pleasing. Or in retail terms, it's been proven to make more sales.

It's also worth creating three levels of height in your displays. The middle layer is where you should hold your promotional items, as this is where the eye is immediately drawn to. These should then be flanked top and bottom by core products.

Grouping similar products again will entice customers to make more purchases from you. For example in a jewellery store (can you tell this is where my retail experience comes from) you could display a necklace with the matching bracelet or earrings set. This encourages the client to make further purchases and increase sales for your business.

Task: Take a look around your store and get grouping your products.

5. Eye level is buy level.

Following on from my last pointer, the placement of your products is key. Shoppers prefer to feel and touch things so keeping products at eye level and within reach means you're creating a more tactile and effective experience for your customers.

You need to use visual merchandising to create the most seamless shopping experience for your customer. Remembering that eye level is buy level is imperative.

6. Create familiarity with your visual merchandising.

The easiest way to get a customer to buy from you is by creating familiarity with the product. In visual merchandising terms this means convincing the client the product will seamlessly fit into their lifestyles.

Mannequins are a great one for this in clothing retail stores. In furniture stores for example you'll see items set up in home from home displays.

Your customer will typically want an idea of what the product will be like 'in real life' so it's best to use your VM to convey this.

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Have you thought about a stores VM before? Which retailers do you think nail their visual merchandising?