Have you ever walked into a shop and been hit with an “aha” moment as you take it all in? If so, you probably have visual merchandising to thank for that. Visual merchandising refers to design elements that can be adapted, re-designed and re-arranged to entice customers in-store to help maximise sales. This can include the product layout, signage, digital displays, props, window displays and lighting. These visual cues tap into our senses and create an experience that delights and attracts and ultimately coaxes consumers into purchasing something.

If you are looking to inject a few more “aha moments” into your visual merchandising, we have outlined a simple 5 point plan to help guide you.

Rule of 3

The odd number of items forces consumers to look at each part of the display rather than taking it all in, in one glance, as would be the case with pairs of items displayed, and there is more differentiation than would be the case with several items all displayed in one large group. The rule of three captures attention and can be expanded to grouping products on display in three colours, or three different sizes or by creating three unusual props.   The rule of three is all about creating intrigue that encourages consumers to take a closer look.

Shine a light on it

According to a survey on consumer shopping behaviour in retail, one fourth of consumers make an unplanned purchase because of lighting. While the average sale per customer increases by 1.93% when dynamic lighting is used. Effective lighting not only showcases products, it can have an impact on consumers’ moods and convey an ambiance otherwise not achievable in-store. The dynamic role of lighting is one of the singular most effective tactics in visual merchandising.

Interactive Merchandising

Increasingly, retail is about consumer experience. Consumers don’t only shop, they want to feel enriched, uplifted and impressed.  Technology can help retailers achieve this by making displays more appealing, interactive and capable of collecting data. The complete adaptability of digital displays to each brand is what keeps digital unique and enticing. Although augmented reality and virtual reality tend to be the firm favourites, consumers engage with digital displays that allow interaction and offer an exemplary and intuitive customer experience.

Less is More

The minimalist look refocuses the attention on the product. In a noisy, cluttered space, with brands vying for attention, clean clear lines create space for consumers to refocus their attention.

In-store UX

Although some of these ideas are not new they are general tips and tricks that make up the fundamentals of good visual merchandising.

• Showcase products at eye level and within easy reach.
• Create displays with a single focal point.
• Create intrigue with odd objects and unexpected props.
• Use effective sign-posting that can highlight key promotions and instructions.
• Use contextual grouping by lifestyle. For example, this could be done by displaying food products by recipes rather than by food groups, or in the case of sportswear, by displaying a collation of sports gear for a specific sport, rather than just items of clothing.

The role of visual merchandising becomes ever more prevalent, and indeed relevant, as retailers aim to deliver unique, eye-catching and engaging customer experiences in-store. FMI delivers visual merchandising for some of Ireland’s leading retailers. Our team is continually looking for new and creative ways to visually engage and delight consumers. If you are looking for some inspiration for your visual displays get in touch with our team today.  Check out our website www.fmi.ie for more details, twitter @FMIHeadoffice for information about us, or email Gavin.spencer@fmi.ie and Gavin will get back to you.