Organizing Your Retail Store to Tell a Story
Posted by Jim on 30 Jun 2011 | Tagged as: Expert Tips, Visual Merchandising
Use Your Display to Tell an Inviting Story that Customers Will Want to Hear From Start to Finish
Sure a store’s logo, name and advertisements may give you a good idea of what to expect when entering a store, but it is your retail displays and overall store environment that have the ability to provide one of the most important visual aspect of your business. They provide the perfect opportunity to tell a story, and we all love a good story, don’t we?
Think of your customers as you would guests in your own home. The most effective visual merchandising speaks to customers by creating an environment where people feel comfortable, connected and engaged, just as you would want a guest to feel in your home. What stories can you tell them about a specific product, collection or lifestyle to make them feel this way? Visual merchandising, also known as the ‘silent salesman’, evokes purchasing through display and presentation. Products should be presented so the customer understands what the product is, how to use it (or wear it), and explain why they need it (or shows them just how good they will look in it).
One of the best things about telling a story through visual merchandising is that it encourages up-selling and increased interest in groups of products. Try grouping products associated with a similar lifestyle; this strategy creates a story that will increase opportunities to sell multiple items. For example, if you are looking to pushing your new summer items, use your store displays as a platform to showcase how well the combination of a swimsuit, sundress, sunglasses and towel work together for a nice day on the beach. These displays give the customer a complete story by offering more information on the items, sharing alternative uses and items that add value, and letting them know why the opportunity to have the combination of these products cannot be missed.
In the crowded retail industry, one of the most important efforts to focus on is differentiating yourself from competitors. One way to accomplish this is through your store’s visual representation. Create a story through visual merchandising that conveys a sense of uniqueness. Let your customers know that you are giving them something that you cannot see everywhere, and don’t be afraid to take a creative approach to do so.
Live your brand statement in every aspect of your business; visual merchandising included. Have you ever considered your products, your service and the overall way you present your business as an excellent story to tell? Visually communicating your brand identity will only intensify your store’s image. Many retail stores today are successfully telling compelling stories about their brand through images, video and displays in their stores. When a customer understands your products and is drawn to your brand, there is a direct impact on your sales.
Don’t forget that in retail, change is good. As styles, products seasons and holidays change, so will your opportunities for visual design. Don’t leave merchandising displays up for too long; be sure to keep your regular customers coming back with frequently changed displays. This will give you the opportunity to highlight various items, which will only increase your chances to sell.
Whether you are selling products on an E-Commerce site, in a retail store, at a flea market, or tradeshow, you want your customers to have an emotional attachment to your store. So set the scene, tell a compelling story –Visual Merchandising is about creating an emotional response from the consumer. For more ideas and suggestions regarding merchandising to tell a story, join the discussion by leaving your thoughts below.
Opening a new location? Looking for specific display fixtures to showcase your brand? Visit Nu-Era.com for all of your retail store supply needs.
