Window Shopping – When What You See is More Than What You Get!

Visual merchandising. More than an arrangement of signs and products. To increase sales, engage more senses. Create an experience. Satisfy needs, but generate wants. The Giggle Guide™ provides display tips for retailers and manufacturers. In stores, or at trade events, what you see and hear matters. Create attention grabbers Generate buzz. Turn window shopping into increased sales! What customers see, hear and touch influences what they get!

What is Visual Merchandising?

Visual merchandising should really be called senses merchandising. The goal is to create a shopping environment that stimulates all the senses. Organized and eye-catching displays, a comfortable store climate, and proper lighting all contribute to the merchandising plan. Nothing turns a customer off faster than a cluttered store, cleanliness issues, poor lighting, and an uncomfortable temperature. All aspects of visual merchandising should be designed to please the customer’s eyes, ears and touch. The sensory experience you create can determine if a customer goes from “just looking” to buying.

How to Razzle and Dazzle at Retail

First, create a plan, a vision. Determine what you want the display to accomplish. Next, think about what the display should look like. Do you want a theme or a more universal appeal? Where will this display be located? The best choice is always the front window. It’s called ‘window shopping” for a reason! You need to create window dressings that capture the imagination, stimulate interest and generated curiosity to see more of what’s in store. To do that, appeal to the senses.

The first sense to dazzle is sight. Your window display is like the proverbial book that we judge by its cover. Create a visually pleasing showcase. An eye popper! Display products in an uncluttered manner, showing how they are to be used if possible. If selling clothes, consider the mannequin tradition. Or display the kids’ clothes in a different manner — on a clothesline, in a seasonal container or even in a humorous or unusual way. Add coordinating accessories. Sparingly include items that complement the outfit, from toys to finishing touches like hair accessories, bags, shoes and belts. Carefully adding accessories multiplies add-on sales.

Rooms for Improvement

If selling furniture, grou coordinating pieces together in a home setting. If the customer visualizes the scene in their own home, you can motivate sales. Again, add the finishing touches! Create a kid’s room or playroom that is lively and inviting. Include toys, picture frames, wall décor, rugs, and lamps. Include items that also appeal to special interests of boys and girls. Depending on the age of the child, you are appealing to the senses of both children and their parents! When selling furnishings, appeal both to those looking for new furniture, as well as those looking to freshen up an existing room.

When deciding how to arrange the display, begin with your largest piece. Create a focal point. Use colors that complement the desired mood. Engage as many senses as possible. If you envision a bold and bright display that demands attention, use reds, yellows and oranges. For a more serene and calm display, use soothing shades of blues and greens. Make sure the display is well lit, with spotlights on the main products. Do not overdo the lighting, as shading soothes and enhances the style.

Tradeshow Displays Should Reflect the Brand

At a tradeshow you have three seconds to gain the passerby’s attention. Create an instant impact. What makes your company and products better than the competition? Start with an overall plan. Promote why your company or product is better. People remember one or two pieces of information. Make your message short and strong. Highlight your products’ most important features. Show how the product satisfies a need. Buyers quickly react if they see that what you’re selling fits their store and will make money for them. Buyers ofen make snap judgments, especially when walking down miles of aisles at major trade events.

Proper lighting beams success. Bright and flashy may gain attention, but it can take away from your productsl. Bright lighting creates a highly energetic mood while soft lighting generates calm. Decide which feeling to create to enhance your lines. Use lighting to highlight best sellers. This can be done with simple spotlights or through the use of colored filters or lights. Proper placement of lighting to minimize shadows and dark spots goes a long way in making a display that has sales impact.

Make sure that the company name, website information, product information and company and product literature combine to produce a consistent image and message. Without consistency, buyers lose focus on the product and your company. Everything you do, from booth décor to employees’ attire, helps create your brand image.

Bringing It All Together

Plan and budget for retail merchandising or tradeshow displays with care and consideration. Create the display ahead of time and make changes as needed to generate the mood and message you want buyers to experience. A well laid out display will generate new sales leads, enhance brand image and create positive publicity.

When it comes to effective merchandising … the eyes have it. But so should all the other senses!

As a manufacturer, do you help retailers with store displays? Retailers, show us your display winners! Email Editorial Director David Gaunt,