Visual Merchandising is about creating an inspiration shopping experience designed to maximise sales and encourage repeat visits and purchases. As we head towards Christmas, high street shops have been creating festive Winter Wonderlands to entice customers in-store. It’s the most important time in the retail calendar so competition is fierce when it comes to attracting people through the door not only with incredible shop windows but by creating stunning in-store displays.
The famous Selfridges flagship store created their iconic Winter Wonderland this year before Halloween! More than 500 people had been working on the festive extravaganza for more than a year with 100 working continuously for 24 hours on shifts in the last 8 days. That tells you all you need to know about how important Visual Mechandising, or VD, is to retail.
The Shop Window
Creating the perfect window display relies on selecting the right on-trend products, props, accessories, graphics, colour, lighting and music – which all work to stimulate the senses to creating a lifestyle approach that shoppers immediately connect with. It has the greatest effect on impulse buying and influencing purchases. Window displays can immediately convey style, content and price.
Visual merchandising can be used to capture the attention of consumers whilst they are in the store, which are essential in the buying decision-making process. The retailer must consider the customer’s needs during this process and their shopping ‘journey’. Factors to consider include the store layout, store design, point of purchases displays, item display, assortment display and signage. When applied successfully within a store, these factors can work to anticipate the needs of the consumer and support and provide a positive in-store purchasing environment.
Bringing it all together
Great products need great displays – from mannequins that are on-brand with a chosen look or feel – to scaffolding style display systems that scream urban and modernity – there is so much to choose from to engage with the right demographic for a particular brand.
If you want to know more about how to make the most of your products in order to maximise sales – talk to our Fitout team members about creating that all important atmosphere in-store which is bang on trend for your brand!
Selfridges escalator image credit: Susan@dulynotedagain