Category: "visual merchandising"

3 Essential Point Of Purchase Marketing Ideas

Point of purchase marketing, commonly abbreviated as POP, utilizes in-store displays to convince customers to make a purchase of a particular brand. How can you use your point of purchase marketing to attract customers’ attention, or convince customers to make an impulse purchase at point of sale?

Several approaches can be used, but the most effective is to offer customers exhilaration and value. Just like any other marketing ideas, POP must be directed towards conveying a clear message to customers to persuade them to make purchases.

Rich attractive graphics

Customers are most attracted by visuals, therefore, when creating your materials for point of purchase marketing, consider using conspicuous colors, interactive graphics as well as modest messages. You may consider using rare shapes and quirky concepts. Make use of your creativity and make your material more appealing. This is for one sole purpose: for visitors and customers to see.

Proper positioning

The location of your POP material matters a lot as it is critical that the material be easily visible to customers and visitors, whether you put it on tables, in a marquee, at checkout stands or shelves. The effectiveness of the material is also as important as the positioning. It must have messages that are easy to read and comprehend.  The POP material will particularly be helpful when customers are making their buying decisions, therefore, ensure that they are easily accessible, for that matter, they should be at eye level.

Complementary to product line

Point of purchase marketing primarily serves the purpose of convincing customers to make impulse purchases, therefore, use of opportunities that are in line with your primary product should be given a close thought. For instance, if running a restaurant, entice customers with daily specials on tabletop displays, post images of mouth-watering snacks to complement the beverage menus for taverns, and other sorts of tricks for relevant businesses. These POP efforts should be reinforced with proper training of staff with ideas to convince customers to make purchases.

For further questions and advice on visual merchandising, please contact VM Design. We are a small visual merchandising company with a lot of expertise in visual merchandising and window dressing.

 

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Make it easy for your customers to find your products

Our visual merchandising consultants stress how important it is for your customers to be able to easily discover and locate the merchandise in your shop. Also ensure that they have the necessary information they need as well.

Your in shop signage should be clear and concise. If you have too many signs, it can be overwhelming. They could act like a dozen shouting voices, not enough and your customers will not know where to go.

Keep the signs simple and make sure that they reflect your branding. Use fonts and colours that are easily readable from a distance. Do stay away from script or fussy, elaborate styles.

Products need to be presented in a way that the customer can understand exactly what they do and how they help them. This is where good Point of Sale (PoS) and free standing merchandise displays really come in to play.

Point of sale or checkout is the location where a transaction occurs. It is important to use this area to showcase new products, special offers or straight forward purchases, for example socks, water bottles, pens, purses or similar small items that require no thinking.

You can be very creative with the PoS displays but aim to keep them straightforward and bold. There are hundreds of off the shelf display products you can purchase usually in plastic or cardboard.

Be creative with the products themselves. For example, if you were selling say paper napkins, create origami animals from them – instantly more appealing.

Please get in touch with VM Design for a free consultation and remember to check out our visual merchandising portfolio.

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Increasing budgets for Window Dressing

Nobody in the retail trade doubts that the visual merchandising tool can make a great impression. However, how much money to spend on the visual merchandising is a frequently asked question.

There are a lot of lessons to learn from the bigger players in the game as these companies have much bigger data to call upon and they have been experimenting with it for decades. One of these key leanings has to be about the visual merchandising and window dressing budgets.

From small boutique shops to nationwide chain stores, the budgets for visual merchandising and window dressing are “one of the best-kept secrets”. However, recent studies amongst the big retailers indicate a clear trend of increasing visual merchandising and window dressing budgets despite the recent financial pressures on the retail trade.

The window dressing budget accounts for approximately 2% of the overall marketing costs for the business that took part in the surveys. At the top end, the department stores, expectedly, spend significantly more than 2% of their marketing budget on window dressing.

Interestingly, though, the chain stores apportion slightly less than 2% of their marketing budget in the window dressing. The data suggest that this is because they spend more on their in-store presentations.

On the other end of the scale, the smaller retailers do not seem to have a fixed budget for window dressing.

Using just a fraction of the total marketing budget, the smaller retailers can have a powerful effect at a relatively low cost.

To discuss your visual merchandising and window dressing strategy, please contact VM design. We are a visual merchandising company that takes pride in providing the best service to our long-term clients.

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Visual Merchandising Tips

If carried out properly, visual merchandising can really do more to sell your products compared to pages of written ads. And, it can be done in a relatively low-cost way as well.

Basics

Visual merchandising encompasses everything that your potential customers see at your shop, both outside and inside; including everything to do with your landscaping, signs, displays as well as the decor.

Visual merchandising starts outside your shop; before your customers even walk into it. Think about what impression the store gives to the passers-by. The outside of your shop needs to communicate an idea of the types of merchandise you sell, and you want to this image to make the shoppers to stop and take notice. It is always a good idea to use colours outside the store that complement the colours you use inside. Your exterior signs and landscaping should all express the image you would like to get across to customers.

Impulse Buy

Visual merchandising can be a great tool to increase your customers’ impulse purchases as well. An attractive retail window display can tempt the passers-by into the shop. Grouping like items together, such as Valentines cards and chocolates, can encourage customers to buy both items. Displaying small, inexpensive items near the cash register will encourage customers to browse while they are waiting to pay, and they might decide to add a last-minute purchase.

Reinforce Other Marketing and Advertising

Your visual merchandising should support your other advertising activities. If you advertise a special discount, post signs on the door and just inside to remind customers of the sale and direct them to the sales rack or a special display of sale items.

If you require further professional advice on visual merchandising and shop window dressing, please get in touch with us. Please also review our visual merchandising portfolio as well.

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Visual merchandising essentials

When you are planning your store’s visual merchandising and display design, there are some Visual Merchandising Essentials you ought to consider. Here are some tips to help you plan out the best use of your merchandise:

  • Timing the use of the merchandise well: It is extremely important to use the right product at the right time. This will showcase the products in your display that are pertinent to your shoppers. For example, consider bringing seasonal products into your shop six weeks ahead of the season start.
  • Not overcrowding the shop with lots of products: Not having too much stuff in the store is always a key consideration for the visual merchandising professionals. Quite a lot of shops have too many things in them. And, most of the time, the shops tend to have the wrong and dated stuff.
  • Finding the right merchandise that performs well: If a product is not performing well, why are you still hanging on to it? One common trap that the shop owners fall into is getting emotionally too attached to a particular product.
  • Finding the right mixture of merchandise: Knowing your customers is incredibly important. It sounds very obvious but a surprising number of shop owners are not able to clearly describe who their typical customers are. Understand your customers; get to know what is important in their lives. Ask them if you are not sure. Try and collect their email address where possible and carry out seasonal surveys where possible. Remember, nothing remains the same even if you have a good understanding of your customer base.
  • Using your products to help our sales and to assist your staff: Regularly train your staff on what the key points of your products are and how to best use them. Also remember that the product you sell should shape the focus and value of any display you do.
  • Best use of the shop window: Your shop window is very important for your brand. So try creating a specific image. It will even be more powerful if your display inspiration comes from your products, their colours, sizes, shapes and symbols.

All this can be overwhelming at times. If you require professional advice from a visual merchandising consultant, please get in touch with VM Design. We can also arrange tailor-made visual merchandising training sessions for the artistic-minded people as well.

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Importance of visual merchandisers

Nowadays retailers’ need to attract highly talented visual merchandisers is increasing every day in order to stay ahead of the market. Visual merchandisers play a very significant role in the sales and profitability of the retail stores. They provide the creativity and innovation to entice your customer to make purchase your goods and services.

Every progressing technology had considerably changed our shopping habits and behaviours; from the way we interact with our favourite brands to the way we research what to buy. With the internet at their finger tips, today’s shoppers are very savvy about your products, the prices and your competitors. If you don’t give your potential customers the opportunity to get what they want, then they can easily go to one of your local or international competitors.

First impressions are very important on the high street, and you get one chance to make a good first impression on your shoppers. You need to decorate your shop front to attract and lure customers into your store, and your high-street shop needs reflect your brand’s culture. It needs to provide the customer with a unique shopping experience.

Don’t forget there are probably thousands of ecommerce sites and online store ready to steal your business. Make sure that you give your customers something that they can only get in your store. Do remember to personalise their experience. Every customer wants to feel valued, unique and cared for when they enter your high street shop. So give recommendations based on their previous visits where possible. In doing so, not only will you expand your visual merchandising site to a personal shopping experience, but also you will position your brand as a trusted provider. Consumers turn to brands they trust first, those they have had a positive experience with, and over time this becomes a habit. Optimising your visual merchandising will have a positive impact to your brand as well.

If you would like further advice on visual merchandising, or if you would like a bespoke visual merchandising training session, please contact us. Please also check out our visual merchandising portfolio.

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Visual merchandising tips

Visual merchandising is an artistic marketing technique that speeds up the movement of products off the shelves. It is an ideal way to capture the senses of consumers and lure them to buy the merchandise. Different visual merchandising techniques have been heavily used by the national chains, supermarkets, department stores and shopping malls for several decades now. Unfortunately, most retail businesses are yet to maximize this effective marketing technique.

It is important to understand that creating a visual merchandising portfolio involves a good deal of unique retail design topics and it encompasses almost everything, such as creating a window display, which is the first thing potential customers see when they visit your store.

In this post, we will briefly discuss the top 5 items to consider while creating your own merchandising displays in your retail store:

  • Start with your target market in mind: get a deep understanding of your target market and potential customers.
  • Find Inspirations: Most store owners struggle with the visual merchandising ideas to implement. When you are planning to create a unique merchandising display, there are a host of valuable resources available online in the form of articles, videos, blogs, eBooks, etc. Do not be afraid of using the online material for inspiration.
  • Don’t forget that humans have five senses: Try and connect with as many of your shoppers’ senses as possible.
  • Don’t just tell, show it: Before potential customers purchase a product they normally want to know about how it looks and feels like. To fulfill this need, you must learn the art of setting up merchandise displays that allows people feel it and envision on themselves or in their own homes.
  • Finally, remember to change it up: You will need to make the most of a scientific approach of developing an idea, implementing it and finally testing for results. This will also help you stick to what really works.

With these great tips in mind, it is time now to go out and give them a try.  You will be able to see for yourself whether or not it really works.

For any advice on any of these techniques or visual merchandising training, please contact us.

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Making the Most of Visual Merchandising

Visual merchandising is not a relatively new concept in the field of marketing and retailers are employing different visual merchandising techniques more and more every day.

When some small shop owners and managers hear the word “visual”, their self-confidence drops they don’t think that they are creative, stylish or artistic enough to spruce up their retail space in order to attract clients and persuade them to purchase their merchandise.

However, if used carefully, visual merchandising can be a very efficient and productive sales assistant and employing the art and science of visual merchandising is the ideal way to optimise your sales space for maximum profit.

The world of visual merchandising involves a good deal of unique retail design topics and encompasses a wide range of activities, such as creating a window display to the design of the retail space. Some of the objectives visual merchandising focuses on are:

  • Defining the store’s “brand”
  • Differentiating its identity
  • Encouraging shoppers to come in
  • Maximizing product exposure and appearance
  • Stimulating product interest
  • Generating impulse sales

At VM Design, we can assist you with a wide range of visual merchandising components:

  • Placement of your merchandise
  • Choosing the right type of fixtures and fittings
  • Store design and layout
  • Colour palettes (whether they are for the merchandise or store wall colours)
  • Store lighting
  • Window dressing

If you don’t have the time to worry about all these activites, we can take the hassle away and implement different ideas for you. Alternatively, if you would have the time and the interest in unleashing your creative side, we can certainly provide visual merchandising training as well.

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Window Dressing Ideas for Mother’s Day

Mother’s Day has always been a lucrative time for shop owners. With millions of mothers around the country everyone wants to buy gifts for his/her mother. It is therefore an opportunity for retailers to make the most of this period. However, it can also be a challenge to beat the competition as well. The good news is that you can stand out from the crowd by dressing your window display. In so doing you will be able to get the most out of this special day. Here are a few ideas for window dressing for Mother’s Day.

Dressing based on your product selection 

You plan to sell more items with your display, so determine what your target customers are and what you are selling. Display products from your store and set the right price. Make sure the product will appeal to your target audience. It is not always a good idea to display many products.

Add some humour 

People often like visual pranks or clever jokes, so be sure to add a little humour to your window dressing. This is usually used during special events like Christmas Day to lure children and parents. However one can also use this trick during Mother’s Day.

Attention grabbing 

The purpose of window dressing is to attract consumer’s attention. Any passer-by will be able to see the types of items you sell at your shop. So it makes sense to showcase what captures their attention. If you can do this effectively, then the chances of making lots of sales are much greater.  Highlight discounts and offers that are available as this will also play a role in attracting the general public to your store.

Colours and Lighting 

The display should be vibrant and bright as possible and for this reason the correct use of lighting and also bright colours is key. This can really make a difference to the sales that you will make. No one wants to pass by a shop only to meet with dark lighting and very boring colours. Make sure therefore your window dressing grabs attention with beautiful colour appeal.

Above all make sure your window dressing design is unique and original. Never use ideas you’ve seen  in competitors windows without modifying them. In the end, your window display should be eye-catching, creative, unique and vibrant.

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8 Visual Merchandising Tips

Are you running a small retail business? Do you find yourself wondering how to attract more customers through the door but don’t know how to? Are you getting stressed that you have heard of the visual merchandising concept but don’t know how to implement it effectively?

Then stress no more! The article below will provide you with some tips from VM Design visual merchandising experts.

Even at the best of times, it is very easy to use “discounting” to attract more shoppers instead of improving the customers shopping experience. Small retail outlets often neglect visual merchandising especially when the shop owner has to look after every aspect of the business every day from purchasing to account-keeping from recruitment to training and cleaning. The lack of visual merchandising knowledge then truly ensures that it is always at the bottom of the to-do list.

Here are 8 tips to help you guide through the basics of visual merchandising:

  1. Have a plan
  2. Think like a designer
  3. Tell a compelling story in your window. Choose your story, colours and layout carefully.
  4. De-clutter your shop
  5. Keep your shop neat and tidy
  6. Enhance the ambiance through scents, music and lighting
  7. Keep an eye on what the competition is doing
  8. Don’t be afraid of trying new ideas

If you would like some help and advice to get you started on your journey we are happy to provide a tailor-made visual merchandising training session for you and for your staff.

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