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The Detail - Visual Merchandising

 

                                                 If you’re not visible, you’re not sellable.

For the sole purpose of visibility, visual merchandising is done to catch the eyes. From ‘Le Bon Marche’ to attractive displays in branded stores nowadays, we have come a long way. The revolutionary ‘Tony Morgan perspective’ has changed them in 90 to 360 degree way which we witness today. The concept of retail merchandising has become more popular due to large openings of pop-up stores all around the country and every brand is after it. As it creates an ease of merchandise and retail at the same time. 

Through this blog today, we’ll cover the need, the place, the use, and some techniques.

Why do we Display?

As visual merchandising plays a great role in increasing the visibility of the brand and hence the brand loyalty. The trajectory of this visual retailing has seen a surge in engaging customers and convertibility rates. So as the purpose dissolves with the importance as it aims to bring in the profits for retail stores. Other than that, it:

●      Make the display visually attractive to encourage the customers.

●      Improves the shopping experience for customers by informing them about the usage of the product.

●      Improves, construct, and promote the visual image of the store.

In the omnichannel age, where retailing is mostly virtual-ized on these e-commerce sites, physical retail merchandising provides a framework for retail sales, narrates the brand’s story, makes the brand ‘visible’, the white space room, and harmonizes different elements.

The experience of retail we talked about in previous blogs have visual merchandising as it’s one of the driving forces.

Where to Display?

This question is answered on both traditional and digital grounds. The traditional includes the brick-and-mortar stores where the topic of ‘usage’ of visual merchandising is undebatable. Visual Storytelling is done at its best in these physical stores. But the dominance of e-commerce can be felt heavily, visual merchandising nowadays is done digitally too. Let me explain this!

While the physical experience in the store is mainly driven by discovery, e-commerce visual merchandising is meant to lead customers along the journey to the buyer as soon as possible, bringing the most relevant experience, products, and offers before they reach the next website or task. Also, it may seem difficult to achieve, e-commerce brands have a major advantage over conventional retailers because they don’t have to optimize customer-to-customer. Stores can change their product strategies from place to place by making use of basic population data to respond more closely to the needs of the area they serve, but that is not always the case for individuals outside a particular population. To say -

●      Website Homepage = Window Display

●      Site Layout = store layout

●      Site navigation = in-store signage

●      Imagery and videos = physical products

●      Online socials = in-store events

●      Product recommendation = bundling

●      Online checkout optimization = checkout line merchandising

What to Use?

A broad category where the scope is wide too. There are a lot of to use while providing Visual Merchandising Solutions:

1.    Mannequins

2.    Planograms

3.    Shelf Talkers

4.    Displays

●      Rack Display

●      Acrylic Display

●      Glass Display

●      Cabinet Display

●      Window Display

●      Digital Display

5.    Doodle Designs

6.    Signage Boards

7.    Furniture as props

8.    Fixtures

Some Techniques -

Visual Merchandising techniques play their own role to attract customers, some of them are:

1.    Devices for Clout

●      Color

●      Lighting

●      Humor

●      Props

2.    Symbols - Familia

●      Bridal

●      Anniversaries

●      Halloween

●      Father’s Day

3.    Signage and Graphics

4.    Masking 

The Wrap-Up -

Visual Merchandising is no longer limited to brick-and-mortar, the digital shoppers love what these online brands have to offer. But the need is of both, no matter the ways.

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