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Modern retail is actively developing, and in order to attract customers, companies must pay attention not only to the assortment, but also to the way it is presented. This is where visual merchandising plays a key role – the art of creating an attractive and comfortable retail space that influences the behavior and decisions of customers.
What is Visual Merchandising?
Visual merchandising is a set of techniques and strategies aimed at effective presentation of goods in the sales area. It combines aesthetics, marketing, behavioral psychology and data analysis to create an attractive and comfortable environment for shoppers.
The main objectives of visual merchandising are:
- Attracting customers’ attention to merchandise.
- Creating a comfortable shopping environment.
- Increasing the time spent in the store.
- Increasing the average check and conversion rate.
- Formation of a positive brand image.
Basic Principles of Visual Merchandising When Creating a Planogram
1.Spatial planning
Placement of goods should be convenient and intuitive. It is important to properly zone the retail space, emphasizing “hot” zones, where the most popular products are located, and “cold” zones that require additional attention.
2. The principle of the “golden shelf”
The most profitable goods are placed at eye level, as this is the zone of maximum attention of customers.
3. Color scheme and lighting
Color plays an important role in creating the atmosphere of the store. Warm tones can create coziness, and bright shades draw attention to promotions and novelties. Lighting should also be well chosen: soft light creates a comfortable environment, while spot lighting emphasizes important areas.
4. Presentation of goods
Goods should be arranged in such a way that the customer can easily notice and examine them. This can be either vertical (goods of the same type are arranged from top to bottom) or horizontal (arrangement of goods in a line). It is important to avoid chaotic and cluttered displays.
5. Use of marketing tools
Navigation signs, promotional materials, price tags with large discounts and other elements help to attract attention and simplify the process of choosing goods.
The Role of Visual Merchandising in Increasing Sales
Competent visual merchandising has a significant impact on buying behavior. Research shows that a well-designed store and properly positioned merchandise increases the likelihood of impulse purchases and extends the time customers stay in the store.
Key ways to increase sales through visual merchandising:
- Creating seasonal and themed displays.
- Applying cross-merchandising (placing related products side-by-side).
- Using interactive elements (tastings, demonstration areas).
Technologies to Help Visual Merchandising
Modern technologies greatly simplify the process of visual merchandising management. The use of digital solutions allows you to analyze the effectiveness of display, forecast demand and adjust product presentation strategies.
One of such tools is PlanoHero https://planohero.com/en/, which helps automate the management of planograms and visual merchandising, ensuring effective distribution of goods on the shelves and analyzing customer behavior.
Visual merchandising is not just a beautiful store design, but a powerful tool that influences sales and customer loyalty. Proper application of its principles helps to create a comfortable atmosphere for customers, increase the efficiency of the retail space and strengthen the brand. The use of modern digital tools helps to optimize processes and achieve even greater results in retail.
Reviewed and edited by Albert Fang.
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Article Title: The Role of Visual Merchandising in Creating a Successful Planogram
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