What is visual merchandising? Before defining what visual merchandising is, let’s try to guess what things related to the words ‘visual merchandising’. When you hear the words, perhaps you’ll think that those words are related to retail industry, shop display, and marketing strategy. Yes. Visual merchandising is related to retail industry, shop display, and marketing strategy. People define visual merchandising as strategy which is used by retail industry to engage more customers. Visual merchandising, specifically, uses attractive and interesting displays for sales in order to boost the sale activity of the industry. Furthermore, visual merchandising can also be defined as an aesthetic display technique which can draw people’s attention towards the products on sale. Visual merchandising has some techniques which are categorized into two, namely interior display and exterior display. This article mainly discusses about the interior one.
The interior display is the display used indoor to show the products on sales. The interior display must be attractive and persuasive for people so that people are interested and willing to come into the store. And then, those people want to make a purchase. Capturing attention of the customers who are in the store is the main purpose of interior display. The setting of the display must attract the customers at least to see. However, the main purpose is to make customers buy the products displayed in the store. There are some other aspects which affect the quality of interior display, such as store layout, point of purchase display, light, music, and scent.
There are three kinds of store layouts of visual merchandising interior display, namely grid, racetrack, and free form. Grid layout is mostly in square or rectangular shape and it maximizes the use of the entire floor so that customers are free to walk around and stop anywhere to take things they are going to buy. It usually has a specific categorization of each kind of product such as in the supermarket. Racetrack layout is usually only has one or two paths. It seems that the path has been prepared for the customer to walk on the track to choose the things. Free form layout may be the most practical and flexible layout. The layout lets the customers walk freely to see all things. There is usually a transition zone in which the customers entry the store. Those three layouts are basically good; choosing the layout depends on what are sold in the store.
Besides layouts, point of purchase, light, music, and scent are also important. Point of purchase relates to the visibility of the products, especially if the products are new. There must be a specific point to display the products so that the products on the spot are eye catching. Of course, it potentially increases the purchasing. This can be supported by the lighting to highlight the products. The proper lighting is applied for the most promoted products. However, the supports from music and scent can comfort the customers while they are in the store. The music can be in the form of advertising the products. Using back sound music while promoting can be ear catching to the customer while using scent can make the customers relaxed. Choose soft aroma therapy for the store to comfort the customers. It can hold them longer in the store to see all products there.
Those are some information related to visual merchandising. So, have you got any idea of the definition of the terms? Hopefully, the description of interior display aspects can help you to define visual merchandising.