Visual Merchandising
The aim of visual merchandising is to create a positive shopping experience for customers so they will return for future purchases.
In the past couple of years the world has changed due to the pandemic.
Keeping that in mind, the key factor to maximize visual merchandising is to keep the possibility of spreading germs to a minimum.
There are some key components of visual merchandising that have to be taken into account for high-end results.
Sustainability
Most customers are ready to pay more for an eco-friendly product. With the pandemic, customers have grown increasingly aware of the environmental and community impact that brands leave on the world.
A sustainable visual merchandising strategy enhances the brand image.
For instance, the Sunglass Hut Floating store in Sydney was created in a modular way so that it could be disassembled and stored in a shipping container for later use. It was designed with sustainability in mind.
The main structure was made of easily recyclable structural steel beams.
Rethink Shelf Space
Store layouts now have to make social distancing easier for customers.
This is an opportunity for stores to adopt user-friendly technologies which elevate the shopping experience.
The Jordan Flight Lab 2012 , a pop-up shop for the three-day 2012 NBA All-Star Game was an excellent example of seamless customer experience.
The store presented a visual decision tree for the customer to piece together their dream shoe, which created a visually stunning tie-in with the product line.
Customers could choose from six colors and one of three insole styles, giving them three dozen possible combinations.
Health and Safety
Retail stores have to make changes to comply with safety guidelines and give customers a safe shopping experience.
Doors can have an automatic motion sensor which will minimize the number of customers touching the door handles.
Hand-sanitizer dispensers should be everywhere and the store can design their own. More self-service options could be introduced, with contactless transactions.
Waiting Area
With store occupancy being limited, a spaced out waiting area would be a valuable addition.
This would not only help to enforce social distancing but might also provide space for display of accessories so that customers can window shop while waiting.
Lighting
Good lighting taps into people’s minds and can change how they perceive their environment.
When lights are used strategically, they increase brand visibility.
Quality lighting can bring an emotional value to architecture.
At the New Balance store in Boston, large pendants are used to express the company’s industrial manufacturing heritage while creating low ambient light.
Suspended track heads with accent lights and wall washers highlight products and branding.
In the windows, exposed cable-mounted lights are used to create sparkle and highlight the products .
Customer Behavior
Stores should offer experiences that provide positive distractions from the challenging times we live in.
Scents, sounds and visuals are crucial in creating a unique experience.
Color is a visual element that influences shoppers’ decisions , so a color like blue which has a calming effect can be used abundantly.
Choice of color should also rely on target audience and brand identity.
Proper use of visual elements not only elevate the merchandising presentation but also create a sensorial shopping experience that leads to an emotional connection with the customer.
