Merchandising Tips from Rowena Doyle !!!!!!!!!!

KEEPING IT SIMPLE:

Visual merchandising can carry the same principles as advertising, graphic design and interior design, the idea is to create a logical and pleasing environment that can grab people’s attention and in return increase sales. In essence there are three simple functions ... entice, impact and inspire!

Bottom of Form

My top tips for merchandising:

1. Keeping it simple

2. Space management

3. Atmosphere

“Keeping it simple”

Ask any shopper why their favourite store stands so highly in their regard and they usually reply that it’s easy to find items, the signage is clear and informative and they feel inspired to shop!

According to scientists most people only store around 5 items in their short term memory for around 200-500 milliseconds, so the more you show them the less they will remember.

The most important part of merchandising any product is to keep it simple. Keep your message to the point. Often I see shops where the window or the floor is overloaded with unnecessary items.

Customers may want choice but that choice must be presented in a clear and uncluttered way. Retailers that tend to overload their shop floor can spend up to 90% of their time helping every customer in the store. The clever retailers however are the ones who offer great service but have spent minimal time with their customers – they are “silent selling”. In these stores the merchandise is so well laid out that the consumer is happy picking items themselves, without help from the retailer.

Space management is vital for happy shoppers. This is where you draw your customers around your store and guide them to where you want them to go. It’s all about the way you place your fittings and fixtures and how you merchandise them. There should be a natural flow in your store. If there is then customers will visit every part of it and engage with your products and your brand.

Shopping should be a pleasurable experience. People can be put off by unsuitable music in a store, so it’s crucial to have the right type of background music. Consider your customers and think about the type of music they would enjoy listening to. It should add to the overall experience and not be intrusive so be mindful of the volume too.

Often people say to me “making things look nice must be a rewarding job and I agree it is. However, visual merchandising, unlike display is much more than this it is a mix of science and art and when implemented in the correct way can dramatically change your customer’s behaviour, footfall and bottom line.

Rowena Doyle

Visual Sense

Rowena@visualsense.ie

www.visualsense.ie