Look Down to Look Forward

When it comes to stand design and general merchandising there are 5 common pillars to build around. So many times though, a stand floor is an afterthought rather than a core element in the overall design.

Pictured below are the five most important elements of visual merchandising, look at them with a view of your flooring choice. Impact believes 4 of the 5 are highly relevant to flooring. They can be easy to implement and won’t break the bank and, most importantly, they will increase your conversions. Strong visual merchandising has a huge impact on the customer experience with your brand .

Courtesy of The Balance Small Business

1. Remember That Colour Is King

Colour is powerful, and it can make or break your visual displays. Too many times we lose sight of the power of colour and its ability to attract the eye. So choose your flooring colour with an extra dash of care, and even consider using one of Impact’s multicoloured flooring solutions. Remember: wherever the eyes go, the feet will follow.

2. Create a Focal Point

Where does the viewer’s eye focus on your display? Do their eyes move toward a specific location on the display? Or are they confused about where to look? Create a hotspot–or focal point. Why? Because hotspots can increase sales by 229 percent.

Examine your display from the customer’s point of view: the top, the floor, both sides. Often the focal point is positioned too high for the customer to see. Always check your displays to ensure customers can easily view the hotspots and merchandise. Remember, the hotspot is the product, not a visual element you use to add to the story. By this I mean, if you put sand and seashells on the table as part of your sandal collection, make sure the sandals are the focal point and not the sand.

3. Expose Customers to the Maximum Amount of Merchandise

A well-designed, impactful display exposes the customer to as much merchandise as possible while avoiding a sloppy mess. The more products customers see, the more they buy.

Consider using a circular store layout, which many retailers use. It’s powerful because it exposes customers to more merchandise than traditional aisles. Where your store does use aisles, place a display in the dead center so customers are forced to stop and look at the products. Have as many displays as possible, and present as much merchandise as possible. But keep displays clean and sharp, and ensure aisles are spacious and barrier-free to prevent deterring customers from products.

4. Use Empty Space Wisely

There’s a space in all retail stores that is the most underutilized. It’s the section between the displayed merchandise and the ceiling. If this space in your store is empty, you need to start using it.

You can use this space for many different things, like signage providing information about products or brands. You could display customer testimonials with the customer’s name and picture. You could profile a designer or supplier.

You could also display lifestyle graphics that help customers make associations with your products. For example, a furniture store could display an image of a family cozied up on a couch, emitting those warm, fuzzy feelings that put shoppers in a good mood. A jewelry store could display a woman at a fine dining restaurant wearing a bracelet, creating an association between the store’s jewelry and a luxurious lifestyle.

Visual merchandising is multifaceted, and retailers can choose from hundreds of ideas when designing displays. But these tips return the biggest bang for your buck. Use them to make your store as memorable as possible.