Posts Tagged: "visual merchandising consultant"

Visual Merchandising for Modern Marketing

In this modern age, our attention spans are falling short of what they once were. A fast-paced, fast-reward world means that we no longer want to sit around waiting – when we want something, we get it, whether that be food, information or entertainment.

This has led to the marketing world having to evolve to suit our need for instant gratification. If brands don’t follow suit then they’ll be left behind. It’s just the way of the marketing world!

How Does Visual Merchandising Fit In?

When it comes to marketing, a lot of ‘old’ techniques are falling out of fashion. They still work, but their priority in the advertising world is slowly declining. Things such as long, wordy editorials and even TV ads – which are usually now impatiently skipped through – have taken a hit from our lack of concentration. Banner ads on social media for a while seemed to be working until research was conducted and, actually, the user’s eyes rarely even flicker onto those ads. This is where visual merchandising comes in.

Unlike these other marketing methods, visual merchandising has certainly passed the test of time and is managing to hold the attention of an audience with a concentration span that is damaging brands. Why? Well, partly because people respond to visuals. Rather than reading a description of an image, we now prefer to see the image (this is shown with the popularity of TV in comparison to the decline in reading books) and visual merchandising does just that. It also allows for people to look at a display for even just a few seconds and be able to absorb the majority of your marketing. They’ll register your logo, your colours, your products and understand your target customer (if your visuals are done right, of course!).

In short, a well-executed visual merchandising display advertises everything you want to your audience in just a few seconds. You can see how this works in the modern day now, can’t you?

Modernising your Visual Merchandising

When looking at your own visual merchandising portfolio of your past displays, ask yourself how it can be improved to fit with this modern marketing approach. Have you got too much text? Does it get your message across? Does it engage, entertain and educate? Most importantly, could someone look at it for just a few seconds and understand your brand? When other marketing methods are failing, it’s important you make the most of visual merchandising and suit it to the new generation of consumers.

If you don’t think your visual merchandising is up to scratch, get in touch with us at VM Design. We can match you with a visual merchandising consultant who’ll pinpoint where you’re going wrong, make the changes you need and improve your brands so you can sit back, relax and watch your business thrive!

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Winter Window Dressing Ideas

 

As the nights get longer and the days get colder, shop fronts around the country light up in seasonal décor. Winter is fast approaching and, with it, perhaps one of the most exciting times of year for visual merchandising. It’s a time for theatrics and extravagance, adding a bit of warmth and life into the cold months ahead, and, of course, a brilliant time for sales with Christmas just around the corner. If you need a bit of inspiration for winter this year, VM design has got you covered, and as a top visual merchandising company you can trust our advice.

Modern Vs. Traditional

One of the main focal decisions of your theme should be whether you go down the modern or traditional winter route. For traditional, think cosy; dark hues, full displays and play to the nostalgic emotions of the consumers. Modern winter displays are usually more pared back, often quite minimalistic and use whites, blacks and grey rather than warmer tones. There is no right or wrong choice here, simply go with what best suits your store and target market and also the stock that you want to display.

Interesting Materials

Using unique materials to create your window displays is a winner all year round if done right, but with the often overused, cliché themes of winter, it can turn a very ordinary display into something far more visually interesting. Snow and ice are always great ones to play around with in regards to materials, and using soft textures such as wool and velvet to recreate iconic winter items such as Christmas trees can add warmth and comfort to your window; a definite consumer win in these cold times!

Be Extravagant

Winter is most definitely a time of extravagance and theatrics, so pull-out all the stops for this seasonal display. You can use an abundance of gold and silver, that at the other times of the year may just look a little tacky, and create eye-catching visuals that don’t even consider the term ‘over the top’. Be theatrical. Be excessive. Consumers will lap it up.

Play to Consumer’s Emotions

As any visual merchandising consultant will tell you, winter is a time when visual merchandising companies and marketers all-round love to tug at the heart-strings of consumers. It’s an incredibly romantic season, and one where family values take a rise in focus, so play to this. Create a story within your display that will evoke emotion from your audience, whether it be a nostalgic time-travel back to Christmas’ past or highlighting the importance of love and friendship at this time of year. If you need a better idea of how this works just look at the Christmas TV ads on during winter and see how they use emotional stories to promote their brands and encourage sales.

Lights

It’s always important to consider lights in your window displays, but especially in winter. Not only does it get dark much earlier so the need for lights is far more apparent, but it also creates that magical feeling that is synonymous with this season and the Christmas period. Choose your lights according to your theme; for example, a white, snowy scene should use bright white or blue-tinged lights, and a cosier, darker hued theme should use low-lit lighting.

If you need more help with your window dressing inspiration, it’s a great idea to hire a visual merchandising company. Get in touch with VM Design and speak to one of our expert visual merchandising consultants for more information on how we can help you.

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Tips for Eye-Catching Window Displays

A shop window dressing is just as important as the cover of a book. Sure, your products and services might be amazing, but without a front that entices and engages, customers just aren’t going to be that interested. It may seem shallow, but appearance really does matter. This is why it’s vital that your retail window dressing is up to scratch and catches the attention of passers-by, so we have put together a little guide to help you out.

Stay Original

This may seem like an obvious point, but it’s so crucial to a good display that it needs to be included. To get noticed, you need to go against the norm and create a display that surprises customers with originality and inventiveness. Use unexpected materials for everyday items or create large-scale versions of small products to create a surreal display. Be whacky and create something people will want to stop and look at, and even take pictures of, before being lured into your shop. At all costs, avoid cliché seasonal themes – there are enough of those already!

Be Bold and Bright

Displays that are bright and colourful are instantly more noticeable than bleak, grey windows. Don’t be afraid to use colour – and lots of it! Pick a colour theme of a few bright colours to base your window around, or go completely out there with a rainbow palette. People are attracted to colour so make the most of it. Just be sure that, if you are using a lot of colours, they all work well together and won’t give passers-by an instant headache; be tasteful with your tones.

Think About the View

It’s important when shop window dressing that you consider the view from the street. Windows aren’t usually at ground level, so from the inside where you’re working, the angles and height will be a lot different from where the passers-by are looking in. Head outside and mark out where eye-level is on your window from the street (you could use wash-off markers or tape) and base your display around that point. This will make your window a lot more visually pleasing to viewers, and you can set the focal point directly in their eye-line.

Don’t Clutter

Having a cluttered display is a big no. If you have too much going on, your display will just look busy and confused, and passers-by will struggle to spot what you’re actually advertising. Stick to advertising a few key products rather than trying to get your whole shop in the window display, and make sure that whatever you’re trying to get across to the customer is clear.

Keep it Fresh

Don’t ever stick with the same retail window display for months on end; it’ll end up just fading into the background as passers-by will have seen it so often. If you want to keep people looking to your shop, you need to keep things fresh. This means that you should be changing it up at least every 2 to 4 weeks. A new display means more attention, and that often leads to more customers.

Your shop window display is absolutely crucial to attracting new customers and enticing passers-by into your store, which is why you can’t get it wrong. If you think you need some help, or just want to stay on the safe side and ensure you’re getting those customers, get in touch with VM Design. A visual merchandising consultant can make the difference between a floundering and a flourishing business.

 

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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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