As the owner of a small business retail store, your bottom line can benefit substantially from good visual merchandising that makes your store aesthetically appealing to customers. Visual retail merchandising covers every aspect of the appearance of your store, from window displays to the entire store layout. Effective visual merchandising captures and directs customers’ attention, guiding them through an enjoyable customer experience that enhances their engagement with your brand and increases their loyalty to your store, bringing them back again and again to enjoy shopping with you.
Change Themes Regularly
Many retail stores only change the overall theme displayed throughout their store seasonally. Customers enjoy a more frequent refreshing experience of coming into your store and seeing something new. Consider changing the overall theme of your store displays at least every other month if not monthly throughout the year. It requires a bit more work for your staff, and perhaps a bit more expense, but you’ll probably find that customers will visit your store more often knowing that there’s a better chance you’ll have something new on display, a fresh visual experience for them to take in.
Put Wants Front and Center
Try putting products that customers want, rather than products they need, on more prominent display. They’re probably already coming in to buy the things they need, so they don’t require much prompting to purchase that kind of merchandise. Instead, focus your store layout and window and merchandising displays on highlighting the products they desire, making it more tempting for customers to purchase more than they came in to buy. For example, if your retail store primarily sells blue jeans – what most customers come in to buy regularly – prominently feature complementary items, such as shirts, hats, and belts. If you own a jewellery store, put the most expensive, most coveted items in your window and countertop displays. Make your customers have to go through them, in essence, to get to the less expensive items.
Enhance Your Visual Impact With Other Sensory Inputs
One of the keys of successful visual merchandising is augmenting the visual experience you offer customers with other pleasant sensory experiences. Don’t rely on just great lighting alone. Add well-chosen fragrances and music to enhance an enjoyable customer experience. As you appear more attractive to your customers on more levels, you create a stronger bond of customer loyalty.
Use Attention Grabbers
Create window displays and in-store displays that arrest the attention of someone walking by them. One clever way to accomplish this goal is to throw something into a display that doesn’t fit, such as an item that doesn’t naturally go with the rest of the display. For example, you could add a teddy bear to a display of kitchen appliances. The disconnect between the items is exactly the kind of visual stimulus that catches someone’s attention.