Visual merchandising is referred to as the most important part of retail store marketing because it serves as the last stage of the process. No matter the effort you put on other areas of marketing, poor finishing can make the entire process become a waste of time and resources.
When the customer finally lands into your store, the display helps to amplify the connection so that he can convert. The in-store visual merchandising is also meant to help user buy more than they had planned. Despite its importance, many stores still report sub-optimal sales. The following are the key things that might be making your in-store retail merchandising not to work.
Making the display one-dimensional
This is one of the serious mistakes that could easily pull down your sales. One dimensional displays lack height and depth. It makes the products to look dull and boring to the eye. Many clients tend to walk away without a word and pop into another store that appears livelier.
The best way to address the issue is giving the store a 360-degree shopability to ensure that clients are fully engaged. You should also work with different themes and change the store outlook with time. Make sure to study what the competitors are doing, evaluate the target market, and seek expert assistance to pick the best visual merchandising.
The displays are cloggy and distracting
When it comes to retail merchandising, less is more. When setting the items to include in the in-store displays, it is very easy to overdo things. Putting too many items can be confusing for the target client. At times, clients find the displays unapproachable and simply walk away.
The best thing to make the display work is creating a focal point that you want every person to see. For example, a carefully positioned sofa can be the focal point while additional accessories such as throw pillows, lighting, and tables help to complete the picture. You must get creative and target evoking emotional reaction for the clients.
The display lacks interactivity
The design of the modern retailers largely targets offering more opportunities for them to stand out. However, in-store visual merchandising can make the managers forget interactivity. Poor interactivity culminates in diminishing engagement and could easily pull down sales.
To address the problem, you should target giving the client the experience of the product, and not simply a look at it. Therefore, consider using the best method that makes the client feel, see, smell, and even taste the product where possible. You can also use technology to showcase the product in use.