When it comes to operating a successful store, visual merchandising is everything; the way in which your products are displayed will help customers make inspired and informed decisions regarding their purchases, while the décor can entice people through the front door.
Visual merchandising refers to everything the customer sees, from the shop floor upwards, so it’s important to pay attention to every detail.
How you attract customers, display your products and encourage purchasing is up to you, but Peerless can help you create merchandising and retail display systems that can boost sales. With over 30 years’ experience in the industry, we are more than well-equipped to help you get to grips with visual merchandising.
What is a high-converting display?
If you’re going to stand a chance in the highly competitive world of retail, you’re going to need a means of displaying your products that will really pop. Simple shelving systems are out, innovative retail display systems are well and truly in.
A high-converting display is a relatively simple concept; whether you’re using shelves, racks, rails, mannequins or stands, a high-converting display is one that sells products to the customer. Prominently placed, they convert stock into sales by inspiring and engaging your customers.
It’s crucial to consider your store’s layout when it comes to high-converting displays. The right layout, created with the customer in mind, will be eye-catching and appealing, and require little explanation.
Creating the right layout
Consider every square foot of your store, and each one could be used to optimised sales. How are you going to display your products at the entrance? What innovative display system could you use in that corner? Make your space work for you, and for your products.
You’ll also want to consider your target audience, and what appeals to it. How old is the kind of person you’re targeting? How do they shop? What do they want from their shopping experience?
Finally, aim to inspire; what engages and enthrals you? You cannot hope to stir such emotions in your customers if you’re not passionate about your own displays.
Your store’s entrance has the most important task; your windows and doorway must project positivity and create anticipation. People who may not have shopped with you otherwise should be drawn in by the entrance, and it should encourage existing customers to remain loyal.
Consider placing your most popular items in prominent view of the entrance, and keep things fresh with innovative displays and themed window dressings.
Take your customers on a journey
Using lighting, signage and various types of display, you can take prospective customers on a journey. What they see, and how they interpret your brand, is up to you. Use a variety of merchandising systems, such as floor units, omni wall units and upright systems to engage people and accentuate the aspirational qualities of your products.
These kinds of displays, which put products centre stage, are more likely to boost sales, especially if you take the time to encourage customers to make their way around your store and views products from multiple angles.
Point of sale
Your point-of-sale displays should attract attention, using cleverly-placed sale stock and special offers at the end of aisles and at tills. The products used in these displays should be those that could get lost in displays, but will speak to customers when placed creatively in areas where they’ll be seen.
Use clothing rails, glass floor units and tiered displays to show off these products, but be mindful of the space you have available; the point-of-sale display should give these products a voice, but not make your store feel cluttered.
Above all, aim to show, rather than tell. While it’s tempting to explain the virtues of your products to customers, lasting impressions are the ones the products make themselves – the way customers feel when they enter your store and the impact your visual merchandising has will have be far more enduring than any than any sales patter.
Your retail display systems and merchandising systems should work for your products and utilise the space you have in the best way possible. Researching how to best do that is vital; only then will your creativity shine.