A couple of months ago, I was in Dr. Jeff Anshel’s office in Carlsbad, California. I so admired the windows! In fact, I stood outside the office for about 15 minutes just to admire the eye-catching window display. It was warm, inviting, and if I was a customer, I definitely would have walked in. Got me to thinking about the ECP’s visual merchandising.
What is Visual Merchandising? (Also can be known as product merchandising, retail display, merchandising design)
J Crew Promoting Jewelry Using Ice Cream Cones.
Definition: “The display of products which makes them appealing, attractive, accessible, engaging, and enticing to shoppers in a retail store. Visual merchandising utilizes displays, color, lighting, smells, sounds, digital technology and interactive elements to catch customers’ attention and persuade them to make purchases. Visual merchandising helps convey the image of the brand and reflects the personality of the target markets that the retail store wants to attract.”
Why is it important? Visual Merchandising is so important that it is an actual job and people go to college and get degrees in Visual Merchandising! Beyond that, consumer behaviour studies have confirmed that the attraction of a pleasingly done up window and an tempting facade, can prove irresistible to consumer walk in to check out products or services.
More importantly stimulating, exciting displays keep your eyecare consumer coming back to your optical office instead of turning to the Internet to do their shopping.
Photo:catchingfireflies.typepad.com
Other benefits:
- Insures exclusivity and differentiation and make it so no two stores look alike. Gives a competitive edge.
- Changing displays affects the mood and look of a store, changing at regular intervals, it makes certain that the store remains foremost in the eyes of the consumer.
- Provides service to customers, it can delight and enhance the shopping experience. They make it easier to shop.
- Effective displays make it easy for staff to show products with a minimum of time and effort.
- Displays should inform, educate and impress the customer with quality, price,and use of the items.
- When properly used, an attractive display and store fronts can sell merchandise 24 hours a day, 7 days a week.
- Effective displays can build your brand ‘you”
- The displays in the store should be able to turn people into shoppers and shoppers into buyers.
Resources
- VMSD
- Shop.org
- Gift and Home Channel- offers tons of tips on how to visually merchandise products.
- Eyecare Biz- Erinn Morgan offers 10 Tips For Visual Displays
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