What is visual merchandising?
Having effective merchandising demands skill, discipline and planning. You must pay attention to it daily. Visual merchandising, also known as VM, is an essential retail strategy that enhances the aesthetics of a retail environment with the clear objective of maximising sales. By using various combinations of VM elements, retailers create an attractive sales environment that affects the emotions and behaviour of buyers at the store.
Many people view merchandising as an art form or window dressing, but there is a science behind the process. VM supports the ‘first moment of truth’ (FMOT) when a consumer sees a product and buys it. Although the ‘visual’ aspect is obviously important, it is the commercial angle to VM that makes it so important to businesses.
The ‘science’ of visual merchandising involves the psychology of shopping and analysis and design of store layouts. Analysing the pound return per square metre and traffic flow figures are among the many tools that are available to use.
Pause to reflect
To appreciate the importance of VM, think about a retail store that really impresses you. Write down the elements of the store (e.g colour, lighting, etc) that appeal to you. Think about why you like them.
Now compare this store’s visual merchandising efforts with your workplace. Consider how you could make some small and cost-effective changes to yourworkplace to enhance the customer experience.