Principles of visual merchandising

Modern merchandising is about hitting the customer's needs precisely. Attracting him and getting him to choose us and no one else! There are many merchandising techniques. One of them, if not the most important one, is visual merchandising. An effectively executed strategy under visual merchandising allows you to achieve the effect of significantly improving sales results in a short period of time. Proper presentation of the product and, more broadly, the store is able to catch the customer's eye and induce him to buy.  So, the introduction of basic principles of visual merchandising is almost an obligation in the area of trade and product positioning. Of course, if we want to achieve better and better results!

What are the basic principles of visual merchandising?

1. Use all your senses

One of the standards of visual merchandising is to appeal to the senses of the potential customer. But of them all, by far the most important is SIGHT. It is also the most acute, sensitive sense. Colors of visual merchandising matter a lot! The range of colors used at the point of sale, of course, depends on the products offered - it will look different at a grocery store and at a point offering dietary supplements. It is worth ensuring that the colors are well thought out. Regardless of the colors used, "show yourself" to the customer in other ways as well. For example, through light. Modern visual merchandising is the lighting of the store so as to encourage people to enter.

It is also worth thinking about non-intrusive music. The basics of visual merchandising talk about the thoughtful selection of songs presented in the store. The type of music depends on the assortment and the customer it is dedicated to. Remember to let the customer touch the product they are interested in. This is one of the most important moments - it may determine whether he will make a purchase. If you sell food products - let the customer try them Samplings and tastings are an effective form of activating the customer. This will help him decide whether the item is for him. A relatively new principle of visual merchandising is also to appeal to the sense of smell. It arouses emotions and causes the customer to remember the product positively, or negatively.

2. Make a good first impression

It's all about the window display, which is the customer's first contact with the store. Among the basics of visual merchandising is to expose the advantages of the products we offer. It is worthwhile to show what we sell at the first contact. Display a few pieces, illuminate them well and add information about the fact that they have just been introduced. A well-prepared display window will invite the customer into the store. It is also worth considering the general idea in which the display window will be organized. Colors, symmetry, lighting and product benefits arestandard in visual merchandising. Some visual merchandisingexperts  use the so-called "rule of three." It's putting three products together and arranging them in order from smallest, to largest. From narrowest to widest. You can also categorize products based on price. In this case, we should line up the cheapest one from the left.

3. Now is the season for...

To maintain the principles of visual merchandising it is worth updating the offer frequently. Also change the display window and advertising materials based on it. Look for novelties and bring them to your point. Sometimes even look for a new color scheme for the point. Regardless of your industry, you need to remember seasonality and prevailing fashions. Customers- they buy seasonally. It's worth being prepared for this and dissecting your sales strategy so that it's ready long before the season changes, for example.

4. Discounts, rebates, promotions - customers like it!

It will be more expensive later! Buy now! In short, it is worth highlighting the promotion through visual merchandising techniques. The customer should possess such information at the first contact with the store and the product. This will make him think and encourage him to make a decision sooner. The information about the discount should be repeated, for example, on product tags or at checkouts. Once the customer believes that he will gain from the purchase, it will be easier to convince him to do so.

5. Good strategy and consistency in its implementation

Applying the principles of visual merchandising can greatly increase the chance of sales. This is pure profit, which is not worth giving up. Therefore, one of the keys to success here is consistency in sales strategy. If the customer is accustomed to the fact that the offer in the store changes every season he will be disappointed when this change is missing. Systematicity combined with the application of the basics of visual merchandising will make customers perceive the store as a reliable source of a particular product.

Although the answer to the question "what is visual merchandising?"  is not simple. Becoming familiar with these principles will maximize profits, attract new customers and keep those who are already convinced to use our services. Applying principles of visual merchandising is a good practice for a modern entrepreneur - a merchant who cares about continuous development of his business. However, to make the strategy effective at the beginning you need to define the target customer. Then it is easier to plan activities that will reach specific people and be positively perceived by them.