Retail Merchandising Workshop Proven Display Tactics & Visual Merchandising Techniques
Thursday, April 19, 2018
Proven Display Tactics & Visual Merchandising Techniques
Ellsworth, Wisconsin, April 19, 2018
Lyn Falk, Wisconsin Registered Interior Designer
Associate Member, International Interior Design Association National Main Street Consultant
Strategic Partner - Redevelopment Resources President, Retailworks, Inc [email protected], 414.840.1244
Kim White Display Director Display Artist Interior Designer Color Specialist
[email protected], 262.853.8708
Aka: Signature Look Image, Identity
Store Personality Uniqueness Factor YOUR story
Your brand represents everything about your business. It's a customer’s emotional and cognitive interpretation of what he/she sees and experiences while in your business. It begins with your store's name and identification system, is reinforced through your business's website and social media outlets, and is communicated through the store's design and displays. It continues throughout the shopping experience until the customer exits the store or parking lot.
It ls the big picture, and the details. It is all encompassing.
It is unique to your business.
A strong brand and visual identity will attract attention and create an emotional connection with your target market. Most important, a successful brand and identity will create a memorable experience that turns first-time shoppers into loyal patrons.
Key Elements of Design
Line Shape Size Texture Color Form Weight
Key Principles of Design
Contrast Repetition Movement Symmetry Proportion Dominance Direction
Positive/Negative Space Dark/Light (Illumination)
Strategically placing well defined focal points will lure and lead customers effortlessly throughout your store. They command and direct attention.
They serve to:
• attract and direct the eye (the feet follow the eyes)
• define departments and product lines
• Inform; tell a story
break up large areas of merchandise
• add to the personality of the store add interest/excitement
Examples of key focal points:
Unique architectural elements (water fountains, columns, etc.) service counters
• large signs
• elevated and/or brightly illuminated displays
• rotating (moving) objects or videos running on flat screens
• seating areas
· • !Pads
• selfie opps
Sign pollution is rampant in today's retail environments.
Signs are most effective when they are part of a coordinated “system,” where each category of signs has its own distinct design element, yet relates to the "sign system" as a whole. A coordinated sign. system helps train your customers to see, read and interpret signs quickly.
Categories of signs:
Name identification (logo) Department
Product Specific (features and benefits)
• Store Policies/Services Directional
· • Vendor
Sign design guidelines should address: fonts, color, materials, size, and sign holder.
Hand printed signs should be avoided except for delicatessens and food retailers who change their prices daily.
Create emotion with lifestyle photos.Tell your story with fun graphics.
Create a history wall with oversized photos and graphic timeline.
Product Presentation (stocking fixtures)
Consumers read merchandise on fixtures like they read a book-left to right, top to bottom.
Good merchandising tools include:
• using fixtures that coordinate with one another
• keeping your fixtures filled with product (no empty shelves)
• organizing products by grouping them according to size, style or color
• rotating merchandise as necessary
• illuminating as necessary
• if quantities allow, double expose merchandise (cross merchandise)
Established Focal Points
A well designed display should hold the customer's interest long enough to:
• · communicate features and benefits suggest new end uses for the product aid the imagination
• create desire for the product
• move the customer to action
In addition, displays should:
• reinforce ad campaigns
• add organization to the space through good composition
• reflect the store's image
encourage the customer to shop the rest of the store
An effective display:
• is simple (less is often more) incorporates a theme
has good composition is changed often
groups merchandise according to size, style, color. or end use
• doesn't incorporate a lot of signs
To ensure you get purposeful displays created and installed each season, do these three things:
-Create an annual display calendar (start in October for the next year)
-Assign a budget (even if it's only $50 a month)
-Assign personnel (someone with an artistic eye) Then sit back and watch the magic happen!
Checkouts and Customer Service
This is the time when all your hard work has to pay off. It's where the service counter has to look its best and your staff has to be on top of the transaction!
Wait times have to be short and packaging has to be branded. These last moments have to clinch the deal for a return visit.
Is your last impression a positive and memorable one?
-Design: Retail www.designretailonline.com
-Visual Merchandising & Store Design www.VMSD.com
-Retail Minded www.retailminded.com
-Resource books available through www.stmediagroupintf.com
Retailworks' «Display Toe! Box Essentials» (attached)
Retailworks' "30 Props & Display Accessories No Retailer Should be Without”
Audit your brand, logo, exterior, and interior, once a year. Are they still doing their job?
Stay consistent with the use of your brand and logo. Make sure your store exterior and interior are communicating a coordinated message that supports your brand and tells YOUR story in the best way possible light!
Please see the attached .pdf for a printable from Retailworks, as well as a checklist of their "Display Tool Box Essentials" and "30 Props & Display Accessories No Retailer Should be Without."
Please click here for the full link.