Q: How should I approach freshening up the visual presentation of my store’s merchandise—without a large investment?
A: Editor’s note: this is the second part of an answer provided by Denise Schroeder of Image Accomplice, who works with retailers on visual merchandising.
Whether you are selling budget widgets or widgets couture, there is a common denominator when visually presenting your merchandise offer: set it to sell it. That is, the way merchandise is “set” (laid out, presented, arranged) has a large impact on how that merchandise will sell. The better you do it, the more you’ll sell.
First, walk through your store and see the floor as if you are the customer. See what they will see—what is compelling, what is captivating?
Think of your customer as a guest in your store. What stories can you tell about a specific product, season, event or simply about a lifestyle?
Consider these general principles of effective visual merchandising:
• Entryway: Invite your guest into your space. Set your customer’s buying agenda by featuring the latest and greatest merchandise offer at the front of the store. Spend time making it look special, because perception can be reality.
• Lead your guest into and through your store. From your entryway, your guest should feel a natural tendency to walk to the back of your store. Create “pausing” points for your guest to touch, feel and experience your merchandise offer, but you want your guest to see your entire offer. Don’t give them a reason to stop midway through your store.
• Create “shops” within a shop. Group products associated with a similar lifestyle to create a related merchandise story to increase opportunities to sell multiple items.
• Color is king (and queen and prince and princess). Use understandable, palatable color stories that speak to the season or event. Less is definitely more—don’t use too many colors within a story.
• What about my “one-of-a-kinds?” Create a sense of urgency regarding your singles. Create a merchandise story that conveys a sense of uniqueness—these aren’t going to be seen everywhere!
• How far is too far? You want to compel your guest, not repel them. Don’t go “over the top” with your visual statement simply to be “over the top.” Except for a very specific and narrow clientele, it will not translate into increased sales.
