Merchandising Magic: Transforming Stores into Shopping Destinations
As the vibrant hues of spring transition into the warmth of summer, independent retailers are presented with a prime opportunity to revamp their visual merchandising strategies. The art of visual merchandising goes beyond mere aesthetics; it's a strategic endeavor aimed at captivating customers and fostering sales. In this blog, we dive into the importance of visual merchandising and tips to help you craft compelling displays that both allure and drive sales.
Bella Vita - Germantown, TN
Q&A with Retail Excellence Award finalist in Visual Merchandising
Barque Gifts
Located in Lubbock, TX
@barquegifts
We recently connected with Barque Gifts, one of three finalists for the Retail Excellence Awards in Visual Merchandising. They've shared insights and tips on creating memorable displays that drive sales.
Q: What key elements should independent retailers consider when designing displays to attract customers and drive sales?
For us, displays that include pops of color, different textures, and a variety of products arranged together attractively get the most attention from shoppers. Using angles and heights can also make a display more interesting. We’ve found that when we “show” customers how different items will look together as a gift, or how a few select items can complement one another, sales are notably higher. Adding a little creativity also gets shoppers excited about what they are seeing. You can do that by using unusual vessels for display or surprising items featured. That can make a big impact - like stacking up wooden crates and filling them from different angles on the table or using a boat-shaped cooler to display beach towels. A little dose of the unexpected goes a long way to surprise and delight shoppers.
“If something isn’t selling well, we’ll move it quickly – even in a day or two – to try it in another location”
Q: How often do you recommend making changes, and what should retailers consider when updating their displays?
It may sound silly, but we believe that “If you move it, it will sell” (adapted from the famous quote in the movie Field of Dreams), so we update displays quite often. There’s something about items that get your love and attention that makes them more attractive to others – I think it’s an energy thing. If something isn’t selling well, we’ll move it quickly – even in a day or two – to try it in another location, pair it with a different display, and change the visual height of the item up or down. My team and I constantly point out items that “need good vibes” and then we move them… and they sell. It started as a bit of a joke, but it does work. We revamp seasonal or larger display tables or sections 1-2 times a month, but refreshing and updating displays is a daily task. We strive for the store to look fresh and interesting to our shoppers every time they come, even if that is several times a week.
Q: What advice would you give retailers with limited resources or space to help create impactful displays?
You don’t need a large space to have an interesting space. Treat each corner or nook of your retail space as its own “room”. You can create a great display on a small table or an entire wall with the right elements. A shelf where all the items are different but in the same color scheme at varying heights is much more interesting than a shelf of the same items, lined up in rows. Adding color, height, or texture (through the products themselves or with props) can transform any display. Arranging items in “rainbow color order” is also very effective because it’s so aesthetically pleasing.
10 Strategic Visual Merchandising Tips
Leverage the power of visual merchandising to captivate customers, drive sales, and create unforgettable shopping experiences.
1. Create a Focal Point
At the heart of any successful visual display lies a captivating focal point. Whether it's a striking centerpiece or a thematic arrangement, a well-executed focal point instantly draws the gaze of customers, enticing them to explore further. Consider incorporating seasonal elements or highlighting bestselling products to anchor your display and guide customers deeper into your store.
Sativa
Located in Harwichport, MA
@sativa_harwichport
Sativa is located a block away from the warm waters of Nantucket Sound in historic downtown Harwich Port, MA. Sativa offers a wonderful selection of gifts for your body, home & spirit. They offer everything from bath products and hand-crafted jewelry to a wide array of stationery and home décor, hand and beach bags, a large baby department & so much more.
2. Utilize Color Psychology
Colors influence emotions and thus, purchasing decisions. When curating your displays, leverage the psychology of color to create impactful arrangements. Opt for vibrant hues to evoke energy and excitement in summer displays, while cooler tones can offer a sense of tranquility. Experiment with color combinations to create visually appealing displays that resonate with your target audience.
Tide and Table
Located in North Palm Beach, FL
@tideandtable
Tide & Table offers a neighborly place to find carefully curated home furnishings and décor. Creating beautiful spaces can be challenging. That’s why the Tide & Table team is here, as your neighbor, to guide you on your journey.
3. Play with Lighting
Lighting is a powerful yet often overlooked aspect of visual merchandising. Beyond illuminating your products, lighting can set the mood, highlight key features, and create focal points within your store. Experiment with different lighting techniques such as spotlighting, backlighting, and ambient lighting to accentuate key products and create a memorable shopping experience.
White Birch House
Located in Victoria, MN
@whitebirchhouse
White Birch House specializes in providing a wide range of home décor, furniture, and gifts to make your living space feel cozy and inviting. Their carefully curated collection of unique and high-quality products is designed to meet the needs of any home.
4. Tell a Story
Effective visual merchandising goes beyond merely showcasing products; it tells a compelling story that resonates with customers emotionally. Consider the narrative you want to convey with your displays and curate them accordingly. Whether it's a beach-inspired vignette or a backyard barbecue setup, infuse your displays with narrative elements that resonate with your target audience and ignite their imagination.
Pink Lemonade
Located in Grand Haven Kalamazoo, East Grand Rapids, and St. Joseph, MI
@pinklemonadegr
With 4 locations in Michigan, Pink Lemonade specializes in unique gifts for 'children, home, and her.' They believe in the art of gift giving and celebrating the little things and have a variety for everyone-- from a grandmother to a mom, baby, or even a bride-to-be.
5. Optimize Product Placement
Strategic product placement guides customers' attention and maximizes sales opportunities. Place high-margin or popular items at eye level to ensure they catch customers' attention first. Use complementary products to create cross-selling opportunities, encouraging customers to discover related items and make additional purchases. Pay attention to traffic flow within your store and position products accordingly to optimize visibility and accessibility.
Bella Vita
Located in Germantown, TN
@shopbellavita
Bella Vita is a lifestyle and interiors brand with focused intensity on customer experience, quality services, and unique products to make homes and lives more beautiful.
6. Keep it Fresh
Regularly refreshing your displays is key to keeping customers engaged and encouraging repeat visits. Rotate displays to showcase new arrivals, seasonal products, or special promotions. Incorporate seasonal themes and trends to stay relevant and capture customers' interest. By consistently updating your displays, you create a sense of excitement and urgency that motivates customers to explore your store and discover what's new.
Walker Boutique
Located in Statesboro, GA
@walkerboutique
Originally established as a pharmacy in 1984, Walker Pharmacy quickly gained a reputation as an excellent gift shop. Recognizing a community's need for quality apparel and accessories, the boutique evolved over time. Today, Walker Boutique is dedicated to offering trendy clothes that make every woman feel beautiful and confident.
7. Make it Interactive
Interactive elements build engagement, making the shopping experience more memorable and enjoyable for customers. Interactivity can mean providing testers, or it can mean hosting a workshop or in-store event. Any form you can offer allows customers to engage with products firsthand and increases their likelihood of loving the product they purchase. All of which fosters a deeper connection with your store and leads to more loyal customers.
Vintage Barn Chicks
Located in Pewaukee, WI
@vintagebarnchicks
Amy & Amy of Vintage Barn Chicks are passionate about curating a unique collection of gifts and décor for your home. Their love for hunting down the latest trends in décor and gifts is what drives them to provide you with a handpicked selection that will add character and charm to your home.
8. Consider Space and Flow
The layout and arrangement of your displays should account for the spatial dynamics of your store and the flow of customer traffic. Ensure that aisles are wide enough to accommodate browsing customers and that displays are positioned to guide them through the store logically and intuitively. Pay attention to potential bottlenecks or congestion points and adjust your layout to optimize traffic flow and create a seamless shopping experience.
9. Highlight Benefits
In addition to showcasing your products, emphasize their features and benefits to educate customers and address their needs and preferences. Use signage, labels, or display cards to highlight key product attributes. Incorporate lifestyle imagery or testimonials that show how your products can enrich customers' lives or solve their problems. By focusing on the value proposition of your products, you empower customers to make informed purchasing decisions and increase their likelihood of purchasing.
Hedge & Vine
Located in Bellevue, WA
@hedge&vine
Hedge & Vine is known best for their selection of fine wine, specialty foods, and lovely home goods.
10. Stay Consistent
Consistency is key to building a strong brand identity and creating a cohesive shopping experience across your store. Maintain a consistent visual theme, color palette, and aesthetic throughout your displays to reinforce your brand image and build a sense of unity. By presenting a unified and cohesive brand experience, you instill trust and confidence in customers and encourage them to engage.
Jincy’s Southern Exchange
Located in Reidsville, GA
@shopjincys
Jincy's is best known for elevated, yet practical, clothing in sizes S-3X, shoes, and accessories that will take you from work to weekend, and have you on-trend anywhere you’re going!
Q&A with Elements by Remedy
Elements by Remedy
Located in Springville, UT
@elementsbyremedy
Elements By Remedy is a furniture and home accessory store. They wanted to offer the signature style of their sister company, Remedy Design Firm, to more clients so they opened their doors in 2017. Since then they have launched a website, and now release seasonal collections monthly! Recently, they shared a few insights with us regarding how space and flow play a critical role in merchandising their store
Q: How do you analyze customer traffic flow within the store?
Our store is small so we make note of the common routes customers take throughout our store. We create our displays and place products accordingly.
Q: How do you prioritize high-traffic items within your store layout and decide their positioning?
We focus on showcasing furniture in the store, so we are careful to ensure none of the areas feel overloaded with products. High-traffic items (such as seasonal decor) are usually placed near the front entrance so they are easily accessible to customers. The front display gets changed the most!
Visual merchandising is a powerful tool for independent retailers to elevate their sales and foster customer loyalty.
By crafting displays that resonate with customers on aesthetic and emotional levels, retailers can create an immersive shopping experience that goes beyond mere transactions. As we embrace the warmth and vibrancy of summer, seize this opportunity to infuse your store with creativity, color, and narrative, inviting customers on a journey of discovery with every visit.
