Today, one of the most critical retail strategies is visual
merchandising. It not only maximizes the aesthetics of a product but also helps
in inspiring and engaging the customers and thereby plays a vital role in
enhancing the look, feel, and culture of any brand. If nailed right, it not
only gets more sales closed, but also increases the brand loyalty. The
aesthetic quality of any retail display can no longer be ignored without
dooming your business.
Components
Important aspects of visual merchandising contributing to its
success are the store’s appearance, signage, the type and position of
lightings, menus, uniforms, point of sale material, their color, material,
shapes, textures, packaging, ticketing and its overall presentation and the
cumulative ‘wow’ factor, it exudes in the retail setting. Combined together in
showcasing any brand item, it gives an aesthetically satisfactory customer
experience which leads to a positive shopping experience and finally increased
sales.
Brand experience
It’s important to let the customer experience the brand
through the visual components surrounding the product. For instance, any
cosmetic or fashion jewelry should be displayed in high quality showcases and using colors, bold signage, and edgy
models to ooze the youthful and fashionable vibe! Alternately, a cosmetic brand
can also opt for pastel shades, script writing and soft imagery to grab the
attention of a mature audience. These subtle strategies attract the right
demographics and pave way for the customers to experience the brand which can
lead to sales and resale.
Themes
It’s important to strategize and give direction to visual merchandising
by incorporating themes into the displays. Themes connect every frame together
like a story and draw the customer in for a potential buy. These are fantastic
to launch a product or even to reinvent any brand with new colors, layouts,
designs, fonts, pictures, designs, photographs, etc. Normally, there is no set
of rules for themes, though it’s smart to take into account the season, store,
product, overall ooze and feel of the brand and the blending in of the theme
with the current in-store promotion, if any.
Tonality
Referred to as brand’s personality, it is the brand consistency
throughout all marketing materials. Through it, one conveys the fee, look and
overall the completeness of the brand inculcating all existing marketing
elements. It facilitates a consistent visual merchandising across all platforms
be it the retail store, personal website or third-party websites. This helps
procure customer brand loyalty and a stronger emotional connection with the
unsaid confidence that the brand will deliver.
