“It is extremely important that we have an established theme that begins with our windows and translates to all areas in-store nationally. The in-store areas are just as important as our windows and provide our customers with information and entertainment.”
John Gerhardt, Creative Services Director, Holt Renfrew
In-store visual merchandising is the process used to lead customers through a shop in a logical order, encouraging them to stop at designated points and, hopefully, to make a purchase. Ask shoppers why their favorite store should stand so high in their estimation and many will probably explain that the space is easy to shop in, the product is simple to find, and the signage is clear and informative. Each of these answers demonstrates effective in-store visual merchandising.
As a visual merchandiser, your input into the merchandising of the store will vary depending on the type of shop in which you are working. In a small boutique, you may be called upon to refresh the layout in order to encourage customers to browse, and you will have a great deal of input into how this is done. With a big chain, you will be more likely to be following directions from head office, which will often relate to buying programs, store promotions, and seasonal events. Specialist stores may rely on the visual merchandiser working with the buyers to arrange the floor according to the new season’s products and trends. Whichever type of store you are in, the same disciplines of in-store merchandising will apply.
The key to successful in-store visual merchandising is a successful floor layout. First you need to establish product adjacencies before you can start to plan your floor layout. There is then a series of options from which you can choose your fixtures, as well as some basic rules of product handling to help you display your merchandise effectively. Trend areas and in-store displays, and point of purchase and add-on sales, will help merchandise your shop. Signage and graphics can also help in-store visual merchandising, as can the creation of ambience. Finally, care and attention need to be given to maintenance standards.
A range of visual merchandising tools, including linear and mid-floor fixtures, brand signage, and mannequins, helps customers navigate Harrods’ womenswear floor in London.
Not only has Lane Crawford, Hong Kong, created strong focal points to attract the customer on this men’s floor, it has also added footprints on the floor to help guide the customer toward them.