What is Visual Merchandising?
Visual Merchandising is a practice that supports retailers in presenting their retail space in the best possible way to maximise sales.
Visual Merchandising does not stop at great looking window displays, it is more than this. From your in-store layout and product merchandising, to housekeeping, lighting, music, price tickets, posters and graphics, window display and props, right through to the colour you paint your walls and the fixtures you sell from, all of these elements and how you visually organise these elements and how often you rotate these elements within your retail space is Visual Merchandising.
Visual Merchandising is a technique that is applied and practised in any retailing environment. Whether you’re an up-market fashion chain or the local hardware store, it doesn’t matter what you sell, if you have a retail space, and open your doors for trade, you are conducting “Visual Merchandising” on some level.
The practice of Visual Merchandising requires creativity, inspiration, logic and organisation. It has been quoted on numerous occasions as being a mix of art and science, but know this:
When a retailing environment makes “visual sense”, a customer will be naturally attracted to the space, enticed to come in, convinced to stay and shop and, most importantly, wants to buy!
This is what Visual Merchandising does. Now, isn’t that the position every retailer wants to be in?
- 1. Visual Display
What visual merchandiser’s are famous for! We make things look good. Really good. So good; people really want to buy them! Using a creative eye, attention to detail, and a ton of mental and physical energy….. The result, a visual feast!
- 2. Graphics
A visual merchandiser sources graphics and large format posters from suppliers to compliment product ranges, highlight window displays and in store merchandising.
- 3. Visual Merchandise
A visual merchandiser works very closely with the buying and merchandise team to understand their product strategy. A visual merchandiser must run with this strategy and ensure that this is correctly “visually” represented on the selling floor.
- 4. Lighting
Good lighting is crucial to complete a visual display. A visual merchandiser manipulates light to enhance the merchandise and displays.
- 5. Selling Fixtures
Working closely with retail designers, a visual merchandiser will help decide the best suited selling fixtures required to display the stock.
- 6. Store Fit out
A visual merchandiser is always involved with new store fit out or refurbishment. Working closely with retail designers and store project managers, a visual merchandiser is a part of the overall construction process, providing input and feedback from a visual point of view.
- 7. Props
A visual merchandiser sources props to add interest and complete a display.
- 8. Signage
A visual merchandiser works closely with the marketing department to ensure the marketing message is displayed in the best possible place across the store.