What is Visual Merchandising in a Retail Store?

June 6, 2020

Have you seen a dummy dressed exquisitely at a store? If so, then you might be surprised to know that it’s a marketing strategy known as visual merchandising. This unique way of displaying the clothes in retail stores helps in building a perfectly vivid image in the audience’s mind, which ultimately evokes a sense of desire and interest regarding the product being sold. This three-dimensional display strategy aims to maximize sales.

There are many types of visual merchandising such as Mannequins, wall displays, window installations etc. All the decors on walls that are not only appealing and eye-catching but they also prompt the audience to walk into the store. The lightning, space and sensory inputs such as smell, sound etc. play a vital role in setting up a pleasurable atmosphere for the customers e.g. the type of music playing in the background which resonates with the brand’s overall image. All these are part of visual merchandising techniques.

This type of strategy doesn’t only help in increasing sales but can also help in meeting goals such as a company’s brand awareness, brand loyalty etc. The visually appealing retail shops are going to stay in the audience’s mind for a very long time which in return increases brand awareness for new customers and increases loyalty for the existing. It also helps in communicating with the customer hence, increasing the engagement. This way the shopping experience is also made convenient, easy and entertaining for the customers. Visual merchandising has some elements which make it achieve the marketing goals successfully.

Firstly, the colours, which are the essence of a visual appeal of the store, can be chosen in such a way
that they are in accordance with the brand’s personality.

The landscape should be a part of the visual merchandising technique as it will help the customers have a close look at the product. A mood should be set for the retail store and the displays should be textured accordingly.

Last but not the least; the storytelling technique can be adapted to paint the walls that would help the customers engage with the brand.

The demand for visual merchandising is increasing rapidly as it plays a key role in driving the customers and increasing the brand’s awareness. Hence, in today’s era, it’s not only necessary to work on the product’s quality but it’s also equally important to create an eye-catchy aesthetic the atmosphere at the retail store to completely transform the shopping experience for the customers.