If you’re a brick-and-mortar retailer and you’re paying attention to what’s going on out there, you’re probably thinking the end is near.
But nothing could be further from the truth.
Just because online outlets have entered the market with incredible success and just because shoppers like the convenience of shopping in their PJs, doesn’t mean your doors are about to close.
You may be one of the retailers who believes that cutting back on merchandising is the solution to staying afloat.
If so, you’re wrong.
The truth is that merchandising is part of what sets your real-world store apart. It’s where the rubber meets the road, in terms of driving sales by influencing the customer.
Let’s examine how your merchandising can influence customers sales and keep your balance sheet in the black.
Forging emotional connections.
While it’s certainly true that consumers are turning to online shopping more often these days, it’s not true that they’ve stopped shopping in brick-and-mortar outlets. But what differentiates the two experiences?
One of the key differences is the emotional connection. That can’t be had online. The merchandise can’t be experienced in the same way in an online outlet as it can in your store.
When shoppers come in your front door, they need to sense, immediately, that they’re in an outlet that does things a little differently. The most effective way to achieve that is by forging emotional connections between them and your products via merchandising.
Focal points.
Employing visual merchandising effectively means you need to focus in the way you want your customers to focus. That means creating displays which visually limit available options and create product focal points.
Displays should be limited to several key pieces, but also employ a strong color scheme. A unifying color helps customers see the product more clearly and thus, connect with it.
What’s your message?
Before creating your displays, ask yourself what your message is to your shoppers. Is it back-to-school backpacks, or is it women’s fashion and spring flowers?
To understand the message customers are hoping to receive in-store, talk to them. Ask them at the till. Find out why they were attracted to whatever it is they’re purchasing. Now, use your displays to tell a story that other customers will find as compelling as the customers you just spoke to.
Your story board.
Depending on the message you’re sending, the items in your display (while limited), should relate to one another, telling a clear story. For back to school back packs, a blackboard may feature. You can use it for further messaging, possibly hanging a back pack from it. Other display items might be notebooks and pens. Props may include an apple for the teacher.
Whatever your display’s message is, that message is forwarded by the story board you’ve created, in which you’ve built relationships between items, all geared toward influencing purchasing decisions.
Clip Strip Corp. is a leader in in-store POP display supports. We take merchandising to another level with premium POP products that help you influence customer sales. Contact us.