Visual merchandising

Fundamental to the purchasing process is the proper display of goods, encouraging customers to purchase specific products. Visual merchandising does not, however, focus solely on the aesthetic arrangement of the offered assortment - the essence of visual merchandising is to influence customer awareness, create the right brand image and stimulate sales.

Visual merchandising: what is it?

The definition of visual merchandising primarily emphasizes the importance of this process in the context of sales support. The primary goal of visual merchandising is to display merchandise that will attract the attention of a potential customer and encourage him or her to visit the point of sale and buy. Visual merchandising in a store or other point of sale, therefore, involves attractively and aesthetically displaying merchandise, arranging the space of the premises and planning a display that is consistent with a particular brand image. Visual merchandising finds its application, among others, in clothing stores, grocery stores, sporting goods stores, etc. - The nature of the point of sale is a secondary issue, visual merchandising tools can be used regardless of the product range offered.

Defining what visual merchandising is, it should be noted that the set of activities directly related to visual merchandising is carried out exclusively at the point of sale. A visual merchandising specialist controls the merchandising, takes care of the proper arrangement of products on the shelves and the appearance of the display window. Thus, the definition of visual merchandising focuses exclusively on the activities carried out in the retail space, emphasizing the importance of activities oriented to encourage a potential customer to visit a given point of sale.

Merchandising vs. visual merchandising: key differences

Merchandising is a way of arranging merchandise at the point of sale with the goal of intensifying sales levels. In practice, marketing that is visual merchandising is a much narrower concept, being one of the components of merchandising. As the name implies, taking care of visual merchandising is focused primarily on issues of visual display of assortment and the aesthetic plane of operation of the point of sale.

Visual merchandising tools and techniques

Visual merchandising has been visibly gaining in importance recently - its considerable impact on sales results is appreciated. The history of visual merchandising in Poland is inextricably linked to the development of the free market economy and the increasing saturation of goods from different product groups. Nowadays, due to the very wide selection of available articles, modern visual merchandising is a necessity in the field of competition for customers' attention.

One of the basic elements of visual merchandising are POS (point of sale) materials, i.e. advertising materials, which are designed to actively promote sales by reaching customers directly. Among POS materials (POSM) we distinguish: brochures, flyers, stickers, stands, roll - ups, etc. Their main advantages are their relatively low cost and ability to influence customer behavior on various levels. Skillfully placed POS materials catch the attention of potential buyers, encouraging them to buy.

Visual merchandising techniques, while influencing consumers, also make use of appropriate lighting. Lighting can be used to direct the attention of point-of-sale visitors to a particular group of products or to create a pleasant atmosphere that encourages shopping. In the case of visual merchandising of a clothing store, the use of appropriate lighting in the store's fitting rooms is fundamental. In addition to lighting, an important element of visual merchandising is music - the nature of the songs played should be selected according to the needs and preferences of the target group, and their optimal tempo depends, among other things, on the size of the point of sale.

Visual merchandising is inextricably linked to the specific experience of the customer during a visit to the premises, which is why a very frequently used tool is the smell wafting through the retail outlet, especially in the case of stores offering luxury goods. To sum up, visual merchandising does not focus only on the proper arrangement of products - in addition to the attractive display of the offered assortment, the smell, lighting, cleanliness and furnishings of the premises, as well as the skillful accentuation of information about promotions and price reductions are also of colossal importance. In addition, in the case of clothing stores, aesthetic and fashionable styling on mannequins, which are often a source of inspiration for shoppers, is a fundamental issue.

How do we implement visual merchandising services?

Working with OEX Cursor you can take advantage of comprehensive visual merchandising services. Our team consists of experienced specialists with an individualized approach to the expectations of our clients - the scope of activities is discussed in detail with clients and tailored to their individual needs. Quick and efficient execution of tasks and the ability to provide full documentation are the cornerstones of visual merchandising services offered by OEX Cursor.

We provide clients with comprehensive supervision of their activities, and thanks to the shared structure, we are able to obtain, aggregate and present all the necessary information on the ongoing retail trade, concerning, among other things, the appropriate use of POSM materials, the presence of designated products, price analysis of competing entities, etc., regardless of the size of the ongoing project.

In terms of visual merchandising services, clients are offered:

• Professional distribution and installation of POSM materials at the point of sale
• Specialized support of visual merchandising: taking care of proper stocking, preparing displays, controlling available clothing sizes, sorting clothes and cleaning areas near store fitting rooms, etc.
• Point of sale audits: preparing reports on optimal use of promotional offers and reports analyzing prices, inspecting storefronts (reports are supplemented with photographic documentation), verification of displays in the context of contractual requirements
• research of competing entities

We have our own Field Team including a large number of dedicated specialists throughout Poland, which allows us to carry out assigned tasks in a flash. We direct our services to all industries - thanks to the experience and high qualifications of our employees, the data aggregated by OEX Cursor is of the highest quality. The information presented in the reports can become the basis for determining the direction of change and assessing the competence of employees.

What are the benefits of visual merchandising cooperation with OEX Cursor?

Using the services of OEX Cursor you are guaranteed excellent support of sales processes. Thanks to the policy of detailed reporting, our clients gain confidence that all activities entrusted to us are carried out with the utmost care. OEX Cursor employees are equipped with the necessary knowledge and the necessary work tools. OEX Cursor has a modern and very well-developed infrastructure, with the help of which we are able to undertake orders of various sizes.

Our experience in various levels of sales support allows us to be very adaptable to our clients' needs. Therefore, the visual merchandising services we provide can be combined with professional support in other planes of optimizing the sales process, offering sales force outsourcing, retail audits, performing inventory, sales consultant services and organizing consumer programs. In addition, we also specialize in event marketing, shopper marketing and experience marketing, constantly expanding our qualifications and implementing modern solutions.