Monday, 8 September 2014

Visual Merchandising

Visual Merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. It is a merchandising technique which effectively utilises the design of an environment by visual communications, lighting, colours and music to stimulate customers perceptual and emotional response, and ultimately to affect their purchase behaviour. According to research by Dunne and Lusch (2005), store environment is an important element in retailing given that 70% of purchase was an impulse buy or unplanned purchase. 

In terms of your store, the presentation and feel of the store plays a key factor regarding buying activity, so you could use themes to vary the feel of your store periodically. Tempting as it is, try not to limit your themes to the four seasonal ones, Spring, Summer, Autumn and Winter, but instead try and think outside the box to implement some more original ideas. For example, you could use Valentine's Day, Mother's Day, Halloween, making these work for you depending on your target audience. Practically, this means using good display equipment to create your displays with your promotional products showing in the best light they can. Adding a promotional gondola unit at the end of a bay or near a till point is a great way to get extra sales from customers. In particular, a promotional gondola unit placed at the front of a till point will encourage customers to purchase extra impulse buys as they capture the customer's attention while they are waiting to pay, a purchase that requires no effort to pick up.

Variation on your theme will keep your store looking fresh, with updated displays meaning customers will come back to your shop again and again for a new browsing experience each time. It is easy to use and Shelving4Shops wide range of display equipment can help create those displays that push for those extra purchases from customers. 

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