Visual Merchandising began at the turn of the century when department stores in the past used theatrical set design and lighting to create eye-catching displays. Making the store attractive is an important strategy to keep shoppers coming back.
There are two essential elements in a good store plan : store design and store layout. Store design focuses on the atmosphere of the store, its image, interior and exterior design factors. Store layout includes the internal arrangements of each department, selling and sales support allocation, and the evaluation of space productivity.
Merchandise Display
Retailers believe that if one "displays it, they will buy." Experienced retailers know for certain that women, from all ages and income levels, refer to in-store displays, first and foremost to get fashion ideas. Display of merchandise is important because the design could serve as a come-on for shoppers. The more merchandise customers see, the more they will be tempted to buy.
The design of the store should attract the customers to investigate all the departments or at least to see what the store offers. This way they will return another time. This is accomplished by providing strategic location of signs, special values, escalators, stairs, dressing rooms and certain merchandise.
Many supermarkets place convenience items such as bread and milk at the far end part of the store because these items are necessities and customers would be forced to explore the entire store as they search for these products.
When it comes to clothing, customers prefer to be up close and personal with clothes. Nothing can compete with the feeling the texture of the fabric, trying on the skirt or pants, sweater or blouse in influencing consumers' decision to buy. Even big-budgeted fashion show or advertisement cannot convince customers as much as the personal touch.
Lifestyle MonitorTM says that more than 60 percent of all women said that they get their clothing ideas from store displays.
Department Locations
Location is very important. It should be designed in such a way that heavy traffic would be sent to the most profitable items. For instance, high-markup items such as expensive jewelries or cosmetics and impulse items such as lipstick or eyebrows should be very visible.
Related lines should be located close to each other. For instance, ties should be put right next to dress shirts, printers should be placed next to computers, vases next to flowers, and so many others.
Related departments should also be located next to each other. Fashion departments complement each other. Cosmetics, accessories and jewelry often go well together. Cookbooks and gourmet utensils stimulate interest in one another.
Departments and merchandise categories should be coordinated as much as possible for customer convenience and cross-selling. Give the most important lines the best locations in your store. Play the winners. Anything that is moving fast should be exploited in every way.
Addressing Shoplifting
The best way for department stores to discourage theft in a store is by preventing or taking away opportunities to steal. A well-designed store layout may not totally eliminate shoplifting but will help lessen it. Keep small, expensive items under lock and key.
Convex mirrors should be used where blind spots cannot be eliminated. Video monitors should also be installed. By keeping everything wide open, salespeople can observe everyone in the store.
Use of Fixture
Changes in layout and merchandise displays are facilitated by using fixtures that are movable and adjustable such as cabinets, shelving, lighting and other furnishings. The visual concepts are essential in creating a store environment that evokes feelings of spaciousness, aesthetic pleasures, a sense of wellness and a residential feeling.
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