HOW TO DEVELOP GREATVISUALMERCHANDINSINGIN YOUR STORE

created by AS D M A R K E T W E E K

Visual Merchandising is animportant component of retailstore success.

How your products aredisplayed on your floor is whatmakes customers fall in lovewith them. This ultimatelydrives sales.

VISUALS ARE EVERYTHINGIN RETAIL

How your store looks is sometimes moreimportant that what you are selling.

Is your store entrance inviting?

Are your fixtures and wall standards easy toget to?

Are you telling a good visual story with your windows?

All of these questions are key when you areattempting to create a space that customerswant to spend their time and money in.

In this guide, we will explore the basics of visualmerchandising, as well as how to build aformula to keep your store fresh and exciting forall of your customers.

APPEARANCE SPEAKS VOLUMES

According toDESIGN:RETAILmagazine:"Visualmerchandising takesyour consumer fromthe retail display tothe cash register.Encouraging salesthrough creativecolor andcommercial retaildesign is a keyelement to keeping acustomerinterested."

What does this mean for you as a store owner? It translates into these five simple goals:

Create Excitement – You want your store todraw your customer into your world through themerchandise in it.

Stimulate All Five Customer Senses – A greatstore plays to sensory perception. You want toattract not only with sight, but smells (subtlescents), touch, sound (complementary music)and taste.

Create A Successful Floor Plan – Ask yourself,"What is the traffic flow in my store? Do I haveenough merchandise to set a promotionaldisplay?" Set a clear image of your store layoutin order to achieve your end result.

5 GOALS OF GREAT VISUALMERCHANDISING

Know Your Shopper Demographics – Customerdemographics are the who and what of thepeople coming into your store. Knowing who areyou attracting and what they want you to sell tothem is imperative.

Be Inspired By Others – Visit other retailers andnote the differerent environments they offer.What inspires you most about your competitors'stores will likely excite your customers, too.

5 GOALS OF GREAT VISUALMERCHANDISING

It is also important to add some KAOS! toyour store. This means:

Kinetic – Your merchandising should depictmotion, not just static imagery.

Assortment – Your visual merchandisingshould show depth in your presentation ofmultiple product offerings.

Over Communicate – Your store should carrya sales theme through the department orentire store. Make sure your associates are inthe loop.

Sale! – Your end result is to attract sales byleading the customer through the entirestore. Make sure discount merchandise is inthe back of your environment.

VISUAL KAOS DRIVES SALES

Use Planograms To Develop FlowA planogram is a diagram that shows how andwhere specific retail products should be placed onshelves or displays in order to increase customerpurchases. Planograms allow you to plan how andwhat you are merchandising. They help you decidewhat tools, fixtures or props will be needed.

Your planogram should also include a blueprint ofthe entire store. Ask yourself the followingquestions

Are there any dead spots or un-shoppablecorners?

What areas of the store will a display have themost impact?Do I have a shipment of product meant fordisplay? If so, do I have enough?

Understand Traffic FlowAs you study the traffic flow, put yourself in yourcustomer's shoes and absorb what they see.

Outside – Your windows facing the parking lot orwalkway outside your entrance set the theme forthe visit. Make sure the story you are telling witha display has clarity.

Doorway – The first five feet into your store is thetransition zone. Not much retail is done here, sothere is no real need for merchandising in thisarea.

Entrance – Beyond this area is the strike zone.Place a table presentation, gondola or fixture herewith a good average price point. It is helpful tocontinue the theme from your windows orseasonal merchandise.

Do you use KAOS in your visual merchandising?

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Sidewalls – The next stop is the inside wall to the right ofthe entrance. In western cultures, we tend to move to theright of an obstacle. Continue with the medium-pricedproduct like a secondary promotion.

Back of Store – The back of the store should be reservedfor high-demand and higher-priced items. This makesyour customer walk through the entire store to get to thegood stuff. Make sure this area is visible from the front ofthe store.

Walkways – Keep your aisles wide. Make sure you areADA (Americans with Disabilities Act) compliant. Thisalso helps your customers and staff move efficientlythrough your store.

Point Of Sale – You need great visibility of the sales floorhere, especially if you are asking a minimal sales force topolice and protect your merchandise. Avoid clutter andkeep an open countertop for your guests to place theirpurchases on. Neatly place add-on and impulse itemshere.

How To Leverage FixturesConsider why you use fixtures. Are you fixturingfor ease and speed or are you creatingambiance?

Make a checklist since you will be looking forsturdy fixtures that offer the most flexibility toyour store. Make sure the fixtures relate to yourneeds and you have the right hardware. Look atthe return on your investment, as well.

Do not buy an expensive fixture to displaylow-priced trinkets or onesie sales items. Keepround racks and straight bars for salemerchandise, and use four-ways for non-foldedapparel and gondolas for accessories, and tablesfor folded presentations.

How To Leverage Fixtures continued

For any retailer, it's important to rememberyou don't bog down your sales floor with ahuge shelving unit, but also don't wastespace by placing a fixture with little impactthat may go unnoticed.

Think outside the box with your fixturesolutions. Furniture makes great displays.

Also take advantage of your vendors'hospitality with any fixtures they offer, butdon't overdo it when placing them on thesales floor. Too many different themesupset your floor balance and confuse yourcustomer.

Be sure to rotate your floor pattern often,especially if you have a repeat customer.

Understand The Use of LightingHow will your guests see the goods? Lighting ofcourse! Lighting is key component in emphasizingyour product and promotional displays.

Lights fall into three classifications:

General lighting – Usually fixed in place on thesales floor.

Accent lighting – Used to highlight displays.

Task lighting – Utilized for cash wraps, displaycounters and work spaces.

Know about the types of light bulbs (fluorescent,incandescent, halogen and CFLs). Identify thepotential cost and weigh your options. Think greenhere, in regards to both the environment and your wallet!

Strategically Use Signage

You can communicate, educate anddirect traffic with the help of signs. Onthe windows up front, promo decalsoffer a clean and colorful approach toletting your guests know what's inside.

Develop a sign template to work fromfor consistency and to avoid confusingyour guest. Invest in a laminatingmachine, too. Avoid handwritten signsat all cost since they don't lookconsistent.

Become A Display ExpertNext, consider what your display is going to show.Here are the types:

Similar product – This will educate your guest aboutthe depth of product you carry in a particularcategory.

Cross-Mix Product – Here, you will mix categories toshow a breadth of merchandise.

Branded – This will show a specific promotion, andusually offers a mix.

Gather up the merchandise and consider props thatcan help tell your targeted story. Use large items ifyou can. Use thought-provoking placements, too. Youcan even create your own props.

How-To Set Up DisplaysWhen setting your promotion display tables orwalls, follow a theme with your items.

Remember the following for organization andarrangement:

Light to Dark | Left to Right | Small to Large

When placing tables, make a positive impact withyour walls. Don't hide the walls. Instead, use yourtable displays to draw the eye and focus theattention on the wall.

Just like table displays, remember to keep yourwalls full. You don't want blank, negative space. Ifyou have a small area that just can't bemerchandised, toss in a cool picture or frame avendor's logo. Also use props around your formson shelves.

Use Windows WiselyLeverage your windows withyour vendors' marketingbudgets. Windows can beused for promotional displays.Props can be helpful withstorytelling.

If you do go the display routewith your window, rememberto check it regularly forcleaning, refreshing andmaintenance.

Conduct Regular MaintenanceCreate a maintenance schedule. This will helpkeep your store looking fresh at all times.Train your associates to reload and recoveryour displays and floor stock.

Refold and resize your promotional displaysto avoid confusion. This is an ongoingprocess.

Take a snapshot of your wall sets, tabledisplays and windows and post them, alongwith the planogram, behind the stockroomdoor or in a folder behind the counter. Thatway, your staff can refresh from the visual andmake it perfect each time.

Written By Steven FisherSr. Buyer Relations Manager for Surf Expo, veteran retailer with over 25 years experience in buying and merchandising

AUGUST 2-5, 2015 | LAS VEGAS CONVENTION CENTER

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