Connect with us

Uncategorized

Visual Merchandising as a Marketing Tool

Published

on

The key to successful advertising is to make your product visible to the customer. It is rightly said that a picture is worth a thousand words. In fact, 80% of our impressions are based on sight, says a report published by the Iowa State University. A customer forms an impression of a store very quickly, even before stepping into it and forms a mental image of the merchandise even before reading the specifications and price. These come together to create a perspective of the brands.
Thus, whatever a customer “sees” in a store falls under the category of Visual merchandising. This includes the store’s exterior appearance and interior décor and displays. These should be such that they create a positive image of a brand or merchandize in the customer’s mind; and can trigger attention, interest, desire and action on the part of the customer. A story can be told that communicates to the prospective customer what the store is all about. It includes the presentation of merchandise as well as other important, subtle features that create the store’s overall atmosphere.
In-store displays are more than a mere feel-good factor. With a decline in sales support at the store level, these displays communicate details of a product, the offer or discount currently available and the benefits of using the product.
Reason for Using In-Store Communication Techniques
According to research published by the University of Brasov, a change in TV viewing habits (with people switching channels during commercial breaks) has forced companies to turn towards retail stores for advertising. In-store communication techniques can help with:
  • Attention: Stores with better exteriors and interiors encourage customers to step in and look around. The design should catch their eye and excite them into checking out the merchandize. 
  • Recall: In-store displays can reflect previous or ongoing campaigns on TV, in print or online. When a customer sees something familiar, there is instant recall and of the promotional activity and features / benefits of the product. 
  • Inform: In-store communication helps to inform customers about the product, its various features or specifications, how it is used and whether any offers are currently available. 
  • Persuade: Displays can excite a customer to enter a store and specific products. They help to impact buying decisions. Point of purchase displays trigger impulse purchase.
  • Differentiate: The interior and exterior appearance can differentiate the store or product from that of competitors.
Increasing the Effectiveness of Store Displays
A study conducted by the US Department of Energy found that sales are higher when consumers have the option of buying the product right at the point of advertising. When advertising signage was placed far from where a customer can pick up the product, sales were severely impacted.
POP Plays an Important Role
According to Harvard Business Review, there has been a significant increase in impulse buying behavior, which means that point of purchase (POP) is playing a very important role in sales. An increasing number of retail stores are focusing aggressively on POP displays and allowing manufacturers to set up floor stands and shelf displays.
The increasing importance of POP has resulted in significant research around design and how this impacts a company’s brand image and influences sales. Color, format, fonts and shapes play very important roles and need to be considered carefully.
The Role of Color in Visual Merchandizing
Color helps in grapping attention and also creates an overall impression. Studies have shown that people respond in specific ways to different colors. For instance, colors like red may grab attention, but when mixed with hues of yellow-green, trigger a feeling of happiness.
There are other aspects of designing displays that play an important role. For instance, an item surrounding by blank spaces increases the focus on it or shiny backgrounds may make an item appear larger than it actually is.

Most Popular