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Visual merchandising is the act of making retail spaces more attractive and pleasing for customers, entice foot traffic, and encourage impulse buying. Retail businesses have seen a decline in recent years as customers have moved to online purchasing. This has made it even more important to incorporate visual merchandising strategies in order to improve retail sales and customer walk-ins. Visual merchandising encourages consumers to buy from your store. This will improve sales and encourage repeat sales. Visual merchandising is all about the look, feel, and culture of your store and brand. If it’s done perfectly, it will help increase your customer brand loyalty.

Importance of Visual Merchandising

Visual merchandising is necessary in retail outlets that depend on heavy foot traffic. It is an effective way to attract your customers. Following are some major benefits of visual merchandising.

Components

The appearance, uniforms, lighting, menus, signage, color, point of sales material, textures, shapes, ticketing, packaging –  all of these terms together make up what is called visual merchandise. When these elements are combined, it allows a customer to better understand your brand. It leads to a positive shopping experience and increases the number of sales.  

Brand Loyalty

Improving the customer experience in retail stores with the use of visual components can lead to greater sales and more customer satisfaction. Suppose you are promoting a beauty product. Enticing the younger generation to purchase your products, through the placement of banners and beautiful product displays, will help generate awareness and brand recognition. Contrary to this, if you own a cosmetic brand and your target customers are of a mature age, then tailoring visual merchandise in a manner that appeals to them becomes extremely vital. Using specific strategies, your customer will better understand your brand. Brand loyalty will lead to repeat purchases and a loyal customer base.

Avoid Overwhelming

Overwhelming your customers with visual merchandise is also not a good strategy. Offering too many choices can often back fire, as it confuses shoppers. Selecting the proper products to appeal to your desired target audience is essential for improving retail sales. Not every product needs to displayed. The products that may have the most appeal need to be displayed in the front and center to attract customers into the store. Analyzing your retail store in detail can help in determining what products are to be displayed more affluently than others. If a product is placed in a way that it’s not giving a high margin line, you need to change this arrangement. Learn, understand, and implement what users want to see.   

Themes

Adopting particular themes that pertain to your product or brand displays can further improve customer interest. A theme is all about a back-end story that relates the product to the customer. The use of themes allows brands to reinvent themselves with layouts, colors, fonts, design, and imagery.  The idea of a theme is all about combining colors together, giving them a unique contrast, and grouping products to individual motifs.

Marketing

Marketing is the backbone of any business. Effective marketing can lead to increased sales and improve brand recognition. Your marketing should convey the look and feel of your brand while encouraging a call to action. Marketing strategies such as flash sales, customer loyalty discounts, social sharing incentives, and capturing customer information are all beneficial when it comes to improving retail sales and encouraging repeat purchases.

Conclusion

In order for retail stores to stay competitive in this largely online world, proactive visual merchandising has certainly become of key importance. Retail stores need to understand that a bulk of their sales are generated from impulse purchases. Therefore, a perfect visual merchandise strategy can be the difference between a highly profitable retail store and one that is barely breaking even.

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