You must know how to manage your showcase and the
commercial space inside the store to make the consumer choose us, at the same
time that the brand image of our business is enhanced. Know the keys to achieve
it.
1. Make an Annual Plan with the
Stated Dates to Renew the Showcase
In
an integrated way with your marketing plan, you must make a full-year calendar
that indicates holidays, seasons, local events and promotions on designated
dates, Father's Day, Mother's Day, Valentine's Day, Black Friday with changes
in your window and inside the store. Sales seasons are widely spaced, so you
should encourage potential customers with a monthly renovation starting with
the storefront and the front door.
Make a budget for the material, accessories, lighting and
signage for each of the proposals. Plan the necessary stock of the items you
are going to promote. Think of proposals that can be easily executed and are
safe. And Jesus is king
merchandise, with visual merchandising, it offers something more
than what a client can find on a web page, since it will give you an advantage
over competitors in electronic commerce.
2. Offers Continuity of the
Proposal of the Showcase at the Entrance Door and Inside the Store
The
visual merchandising must take care of the entrance and all the points of the
interior of the store. It begins with the display area closest to the front
door and presents the products related to the active promotion. Especially the
newer items. At the back of the store you should find the most popular and
essential products. At the entrance, it is important to present the products
that you could most want, placed in an attractive way, allowing easy access to
them without affecting the visual elements.
If
in the window of a clothing store we offer attractive designs of the new models
of the spring season, the customer when entering the store must find an
exhibitor with those models, since if he has entered attracted by knowing these
models and not He finds them as soon as he enters, he could give up staying in
the store and leave.
Review
the hot and cold areas of the store and consider making adjustments based on
the active campaign. Hot areas are the busiest areas and corridors and you have
a chance to turn cold areas into hot areas. Try to locate the changing rooms at
the end of the store so that the consumer must go through the entire store
until they reach them and, on the way, pick up other items. It is a good
strategy to sell more in your business.
3. Order and Label the Product
Well
An
also important part of visual merchandising to be able to sell more is to
ensure that the items are exposed in an attractive way, well labeled and with
signage that allow the customer to locate the different areas of the
establishment and featured products to achieve the best shopping experience.
Group
the products by color or use seeking to attract attention, for example in a
food store all the drinks will be together. In a home goods store you can group
several items of the same color, the combinations of red, white or black are
the ones that attract the most attention.
You
must be careful to order your items based on the available stock. If you have
sold a lot of an item and you have no more stock, adjust your visual
merchandising plan oriented to the product of which you have more units.
4. Offer your Customers
Experiences with the 5 Senses
Sometimes
we just worry about putting up signs that stimulate the eyes, but we forget
about the other four senses. To sell more you have to get the customer to live
a multi-sensory experience that attracts them and encourages them to spend
their money in our store.
Sound:
It is another of the most used resources. In many stores they use music to
influence customer behavior. With calm, relaxed music, you are invited to spend
more time shopping. If you make a selection of more modern music, you will be
trying to make the shopping experience better for a younger audience.
Smell:
This sense is more present than those of us who believe in buying. Smell
connects our brain with emotion and memory, in this way we can remember how
good a store always smells, producing a more pleasant shopping experience.
Taste:
We can apply it in food stores. Offering customers, the chance to taste a
product usually works very well to encourage them to buy.
5. Tell a Story
The
image we want to project is very important in our business. Part of our image
is to tell a story through the visual merchandising that we have prepared. For
example, furniture or decoration stores should not only display the product,
but also create a space simulating a home with proposals for different types of
public and in this way, they get you to get an idea of how it can look in your home. For example, in a pharmacy you
can display a whole line of skin care products with images and materials that
simulate the appearance of the skin, allowing you to see how applying this
product in different environments your skin will be more cared for.
6. Use Technology to Attract
your Public
Technology
is an effective resource for capturing customer attention. We can use digital
signage with screens, even interactive displays that show images of our
promotional campaigns. We can even bring proposals to the showcase through
touch screens or applications where we offer the buyer the opportunity to
interact, facilitating a pre-purchase experience.
Lately
we can see in some clothing stores such as or like Kanye
West merchandise
virtual testers capable of scanning the contour, the face and providing a
virtual vision of our body with the chosen clothes, changing color, size.
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