Marketing entails more than the human element. Visual merchandising is a hot topic when it comes to sales and marketing. How you display your products to the potential consumer can either lead to a purchase or drive the client away.
Displays aren't just meant to showcase to your client what you have to offer; they also have to visually entice them to make a purchase. That's when your display turns into a conversion magnet that yields serious returns to your business.
Coming up with a high-converting display does not necessarily need artistic genius or thorough scientific know-how. Though it pays a little to have these in your bag of skills, what really matters is what tips and guidelines you follow when coming up with your store displays.
Here are some of the cardinal tips you should follow:
Displays are supposed to communicate to your clients. Communication prevails effectively where there is understanding. It's therefore a rule of thumb that you get to know your target client inside out; that is, from age, education, income and importantly - their psychographics.
How teenagers relate to displays is totally different to how the middle aged and the old would react. For instance, a boutique selling teen clothes would preferable use 18 – 20 year olds for the visual merchandising job.
It all boils down to showing what appeals to your target client.
By being monotonous, it means that the same old display runs for a whole year without even the tiniest of change in details.
The human mind loves engagement; the only way you can do that is by continuously applying change. This means that your displays should not stick to the same old style or colour schemes for a long period of time. This “long period of time” to some experts is basically a month.
For example, instead of placing some of your smaller merchandise on shelves or hanging it on hooks, you could stick it on sticky strips - adhesive based display strips - very practical and interesting for customers.
Keep changing your displays monthly. The next time a customer pops in, he/she will see something different. The attraction will get him or her to the product and most likely, go home with it.
A single item hardly makes a high converting display. Group similar items together, using the preferred “rule of three”.
The rule of three suggests that items in a display should be put in groups of three. These items should not necessarily be the same, but they should be related. As a rule of thumb, let your items assume some asymmetrical arrangement.
This means that you can order them in terms of small, medium, large. The asymmetry greatly draws the attention of the customer making it more likely for you to strike gold.
This is the cardinal role of any display. Making a display to speak visually means that you arrange the items in the display in such a way that they can relate to the standard set-up they may be put in in the client’s own space.
For instance, if you are selling kitchenware, displaying them in such a way that they mimic how they would be arranged in a standard kitchen can be a great eye catcher, with a promise of high conversions. Why? The customer will be able to relate with them.
Displays are very critical in marketing. There is a lot of science that surrounds them, running straight from how you come up with them, the layout you use to direct your traffic, the signage you use and so much more.
However, all those disciplines can only be fruitful when combined with these cardinal tips. A high converting display is thus not necessarily a product of retail rocket science.