If you are knowledgeable about marketing, you should already know that the work of marketing is extensive. Why? Because it covers many things. Thanks to that, it is unique and even surprising on many occasions. But what is visual merchandising? If you are new to the area, today at BluCactus, we will tell you all about visual merchandising.
Beforehand we advise you that the concept of this topic responds to a marketing tool where strategic work is essential. Traditionally, this marketing technique is applied in the retail sales sector to achieve a better meeting with people who may be interested in the products or services of a brand. Stay with us and discover more about this strategy that will be useful for your brand. Let’s get started!
What is the role of visual merchandising?
It is essential to know what its role is to understand what visual merchandising is. Is responsible for showing the presentation of the products at a point of sale to maximise the attention and attraction of customers or the Target public.
However, this does not happen in any way. This strategy is achieved by attending to the strategy and philosophy of the brand itself. Different tools and methodologies of this marketing discipline are used—for example, spaces, colour, lighting, screens, posters, technology, etc. In short, do is used to capture the interest of the public.
Achieving adequate visual merchandising is a challenging task. Since the leading role of visual merchandising in marketing is to link a potential consumer and the product, competition is high, and opportunities are few. For this reason, the strategic variables of each brand need to be considered and addressed precisely. The reason?
Because they will guide the creative process in an orderly way with the values of each entity. Otherwise, the brand will not achieve its purpose: position itself and stand out among others.
What are the three of visual merchandising?
Keep reading and know the three goals your visual merchandising needs to have!
- IT NEEDS TO ATTRACT ATTENTION
Among the goals of visual merchandising, the need to attract attention stands out.
Because clearly, the final aim of this technique is to make a good impression with the staging to arouse the interest of the person willing to share an experience with the brand, product, or service being promoted.
- IT MUST PROVOKE INTEREST
Another objective that visual merchandising must have is knowing how to arouse interest in the public. It is the perfect way to wake attraction. Remember that in marketing, we can satisfy needs or provoke desires, and at this point, the second option is the ideal one to captivate the consumer at the end of sale. It would help if you considered red what differentiates your brand from others, found a solid and attractive point, and brought that to the client to arouse her interest.
- CREATE A BRAND
The brand is not just the name. It is everything that encompasses it. For that reason, we must not forget that tools such as visual merchandising are vital to creating a brand. Why? Because it is one of the stages of most excellent visibility and exposure. This is an important point. It will help if yodidiyouou DOA is always according to the tone set by the strategic lines of each brand. This objective extends from the showcase to the distribution of the shelves. With this, the aim is to maximise the customer’s journey in the establishment. And thereby lengthen the time of stay on the premises as much as possible.
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What skills do visual merchandisers need?
If we want a complete picture of visual merchandising, we must knowgraphicphicgrgrapgraphickills are. These include brand understanding, creative flair, sharp analytical skills, and commercial awareness.
Visual merchandising also requires a keen eye for trends, computer literacy, and confidence in their own decisions.
Strong communication and leadership skills are also significant. We can summarise everything by saying that visual merchandising tries to show products and services in an attractive way that enhances the purchase. It’s not enough to have the best effect, the fastest shipping, or the quickest returns.
Now you also have to fall in love with the staging. And that is why visual merchandising is applied.
What are the five principles of visual merchandising?
Here we present the five principles of visual merchandising to understand what visual merchandising is!
- DESIGN WITH THE CONSUMER IN MIND
Among the five principles of visual merchandising is to provide a perfect experience. Therefore, it is essential to understand your customers. You need to ask yourself what drives them. And what their needs and wants are. It is also significant to know what they believe and what makes them stay up all night.
Visual merchandising must attractively communicate “rational” benefits and value propositions (such as prices and campaigns). It must also take advantage of the information and the decisions humans are willing to make.
- ACTIVATE THE BRAND
Another principle of visual merchandising is to activate the brand. Why? Because visual merchandising should be related to your brand identity and support what your brand stands for. The store (both physical and digital) is a central point of contact with the customer. Therefore, it is the ideal playing field for your brand to engage with your customer. Significantly, your visual merchandising efforts reflect your brand position. So they must leverage your brand assets.
- IT IS NECESSARY TO INVOLVE ALL THE SENSES
Among the principles of visual merchandising, it also highlights the involvement of all the senses. When thinking about visual merchandising, people often only think of the word “visual,” ignoring that humans have more reasons than sight. All substances can work together to provide an authentic customer experience.
- TAKE ADVANTAGE OF INTERACTIVE EXPERIENCES
Another principle of visual merchandising is to take advantage of interactive experiences. The rise of technology has enabled retailers to deliver interactive visual merchandising experiences that increase customer engagement, allowing brands to differentiate themselves from the competition. That also creates potential upsell opportunities. How do they do that? By suggesting merchandise that the customer would not otherwise consider.
- FOCUS ON EXECUTION
Focus on execution is the last principle of visual merchandising. Marketers often tend to get caught up in the strategic design of Visual Merchandising. Or they focus too much on implementing the latest technological innovation. Because of this, the focus on excellence in execution sometimes needs to be improved.
Visual merchandising provides an active view of products at physical points of sale. Merchandising will never be in the online sales environment. Therefore, merchandise comprises all those actions carried out in physical stores to promote the products and achieve the objectives. Knowing everything about this topic is very important if you are a retailer. Don’t forget to subscribe to our newsletter to stay up to date with all our updates!