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If you're going to catch the attention of time-poor customers who know what they want and rarely deviate from their favourite brands and products, you'll need to bring out the big guns. A retailer's heavy artillery is visual merchandising displays that tempt, tease and tantalise passing shoppers to break with tradition and try something new.

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29th December 2021

What is Visual Merchandising?

Depending on which research you believe, consumers can make a purchasing decision from anywhere between roughly 300 milliseconds to 13 seconds (if they’re having a really indecisive day!). That said, according to Harvard Business School professor Gerald Zaltman , as many as 95% of purchasing decisions are actually made subconsciously. Gulp! So how do you possibly go about influencing those decisions?

It’s actually not as difficult as you might think to catch a shopper’s attention. And if you can do it in a way that sparks an emotional response, then all the better. "Humans are driven by feelings," says marketer and entrepreneur Logan Chierotti writing for Inc. "So if you want the consumer to remember your product or brand, they must be engaged and impassioned by the interaction with your company."

This is where visual merchandising comes in.

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What are the key elements of visual merchandising?

Visual merchandisers design spaces that highlight the unique selling points of products. The trick is to demonstrate the value of an individual product and its overarching brand effectively enough to tap into those subconscious, split-second decision-making thought processes. There are various tools at a visual merchandiser’s disposal, including window displays, mannequins, interactive displays and signage.

But there’s more to visual merchandising than simply plonking some mannequins in a window. Here are just some of the key elements of a successful visual merchandising campaign.

Research

You could have the most stunning visual merchandising campaign ever but if it doesn’t align with what your customers want it’ll fail. Tap into your customers’ desires to keep your visual merchandising relevant.

Storytelling

We’re so used to seeing marked down discount items that sometimes we need a bit more narrative to spark our interest. If your visual merchandising has a compelling story, it’s more likely to hit the target.

Ambience

When you’re telling a story, it’s a great idea to set the mood. Use all the tricks available to you in terms of colour, clever lighting and maybe even interactive displays that draw the eye and amp up the intrigue.

Variety

Having hit the mark with all those previous considerations, don’t just forget about your visual merchandising and expect it to keep delivering. Review it regularly, switch it up and keep things fresh for your customers.

expert marketing campaign design and printing from kolorcraft

From concept to creation, we create immersive point of sale solutions for leading retailers.

 

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fancy a chat

If you’d like to learn more about our POS displays, our marketing support, or any of our other services, get in touch on 01924 780780, email us at enquiries@kolorcraft.com or simply click the link below. We’ll be more than happy to help with any queries you may have, all you have to do is ask!

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Fancy a Chat

fancy a chat

If you’d like to learn more about our POS displays, our marketing support, or any of our other services, email us at enquiries@kolorcraft.com or simply click the link below. We’ll be more than happy to help with any queries you may have, all you have to do is ask!