Visual merchandising is how you display products for sale. In particular, retail stores try to maximize the use of their floor space by drawing attention to items with the use of marketing materials and proper product placement. When displaying your merchandise, there are some basic visual merchandising rules you should follow that will help you create effective and profitable product displays.
Keep Displays Focused
A good visual merchandising display is one that focuses on one product or a small family of products. Putting too many diverse kinds of products in the same visual display area can result in the display being confusing to customers. For example, if you want to put the newest mobile phohone on display to boost sales, consider also displaying accessories such as covers, add-on lenses, etc. However, trying to include other phone models in the display can result in a cluttered look that distracts attention away from the newly launched phone.
The most effective visual marketing displays are arranged at 90-degree angle to the customer as opposed to lying flat on a counter. Customers can see a display that is standing vertically much easier than a horizontal display. It is also easier for customers to reach for product on a vertical display as opposed to trying to reach to the bottom of a horizontal one.
Using displays of a uniform height creates a flat display horizon. When you do this, all of your displays can blend together and customers can lose interest. To maintain your customers’ attention, use varying heights and colours to help each display stand out.
Products that are in high demand should be given priority in your visual displays over products that are not. Popular products will draw consumer attention and help to sell other items in and near the display. However, for the display to be effective, the high-revenue product should be the display’s main focus. One way to determine product positioning is to allocate display space based on revenue ratios. For example, if a particular shirt brand generates 20 percent of your store’s shirt revenue, then that brand/style should receive 20 percent of the visual merchandising space.