There are a million different aspects that go into running a successful retail space. From selecting a location and choosing the right product, to hiring staff and managing sales, it's difficult to manage all of these moving parts and still have enough energy to visually merchandise your space in a way that is not only attractive, but that increases sales. Luckily, we've broken it down into eight basic tips that will grab your customer's attention, improve their shopping experience, and result in more sales. Read on and find out how to enhance your in-store merchandising.
Photo via KCMQG
- Define your customer.
This might seem like a no-brainer, but knowing your customer inside and out is integral to being able to organize your retail space and create displays in a way that leads to sales. Sure, you may have great products, stellar customer service, and a delightful staff, but having an in-depth knowledge of your customer's demographics and psycho-graphics will help you tailor your store's layout and design to fit in with their tastes, aspirations, lifestyle goals, and shopping habits. Collect data and use your customer knowledge to visually communicate what you want to say in a way that appeals to them.
Photo via Eclectic Trends
2. Create a blue print or mood board.
Okay, you know your customer to an absolute tee but you have no idea how to organize your product. Depending on the product you sell, your strategy is going to be very different (a display for sewing machine accessories is going to look drastically different from a display of handmade bags or jewelry) but you should come up with some sort of plan and visual aid before you begin creating your display. Whether it's a floor plan or a themed mood board to help you create a seasonal display, it's a lot easier to merchandise cohesively with some sort of guideline.
Photo via Lonny
3. Appeal to their senses.
It may be called 'visual' communications, but there is no reason you can't try and appeal to more than one of your customers' senses! A little bit of music (as long as it is not overly loud or disruptive) and some subtle scent (from flowers, plants, or candles so as not to agitate allergies) can enhance the atmosphere of a retail space, uplift the customer's mood, and can encourage them to buy more as a result. These small details may seem inconsequential, but little atmospheric touches can improve sales in a noticeable way by improving the customer's in-store experience.
Photo via FIDM
4. Keep it simple.
The old adage less is more is definitely true when it comes to merchandising. Clutter is not only unappealing from a visual standpoint, but it can be overwhelming for your customer and make it difficult to find the items they are looking for. Keep your displays clean and simple and your product well organized and easy to find.
Photo via Common Ground
5. A picture is worth a thousand words.
Signage is great and a few words here and there are often necessary. Still, if you can use less text and convey more with an image or visual display, that is always ideal. Why? It's eye-catching and memorable and as human beings, our attention span is pretty short. For example, it's easy to walk past a sign that says "New Valentines Day Gifts" without it registering at all in our minds. A striking visual display (see above), however, is much more likely to grab the customer's attention and draw them over to the display. In other words, don't say it. Display it.
Photo via imgfave
6. Keep similar items together.
From a customer's perspective, there are few things that are more frustrating than running around a store without being able to find what you are looking for. This may seem obvious, but grouping together similar products - by brand, function, or colour - will greatly improve your customer's shopping experience. Losing sales because a customer can't find what they are looking for happens often and is so preventable. Think like a consumer and ask yourself, "If I were to buy this, what would I pick up next?". It saves the customer the effort of having to hunt down an item, and it decreases the likelihood that you will lose a sale simply because the customer couldn't find what they were looking for.
Photo via Element
7. Use lighting strategically.
Like colour, light can positively impact your sales. Want your products to fly off the shelves? Strategic lighting works wonders. Use light to spotlight specific items and product lines. Lighting also has a huge impact on your store's overall atmosphere - bright fluorescent lighting, for example, creates an entirely different mood than if the lighting was soft and calming.
Photo via Lonny
8. Use colour.
People are naturally attracted to vibrant, contrasting colours. Whenever possible, get creative and use colour to draw customer's attention to your display. Even if your product isn't visually appealing (it's hard to create a colour story with sewing needles), don't be afraid to use coloured containers, props, and accents to grab customers' attention. Your use of colour doesn't need to be drastic - a little goes a long way.
Do you have any thoughts, questions or feedback? We would love to hear from you! Chat with us in the comment section or send us a message at sales@njeffersonltd.com.
