Can you imagine what it would be like if your products sold themselves!
Just imagine, the customers walk right into your shop, pick up the products you are selling, pay for it and leave; without you or your sales people having to utter a single word. Even better, would it not be fantastic if they came back again in the future to buy other products.
Well, there may be a way of making your products sell themselves. I can see you scratching your head; thinking “how”? The answer is in the art and science of visual merchandising.
According to the New Oxford Dictionary of English, (Oxford University Press), visual merchandising is the activity of promoting the sale of goods and merchandise, especially by their presentation in retail outlets.
The professionals that carry out the visual merchandising services are called visual merchandisers and their visual merchandising services aim to present the shop environment and the products in an engaging and enticing display to encourage the sale of the products or the services.
Some of the visual merchandisers even offer services in creating and staging displays beyond the retail stores as well. They branch out into the areas of:
- fashion shows
- public events
“This is all good and well but how will the professionals make your products sell themselves?” The following section discuss some of the techniques the retail visual merchandising experts call upon.
Encouraging the passers-by to enter the shop
An important element in any shop design is the look of the storefront. The professionals will establish, promote, and enhance your store’s visual image.
Remember! when designed successfully, the shop front provides a glimpse of the products available inside. And, it will entice your potential customers into your shop.
Creating an emotional connection between the shopper and the display
Once the shoppers enter the store, there are several approaches that the visual merchandising companies take in order to inspire and identify with the customer:
- Arranging the shop layout so that the shopping experience is as comfortable as possible.
- The store layout must be logical, and it must allow for easy browsing.
- Selling the product by demonstrating and promoting the product.
Think how many times we have seen a video or a sales person introducing and explaining a new product. And, think of how many times we have bought something new that we did not need in the end.
Enhancing the shopping experience
The key here is entertaining the customers and enhancing their shopping experience. The professionals play around with many variables, including:
- Climate control
Remember, your products could be selling themselves. But you and your products need some expert help to achieve this.