Visual merchandising tips

Stephen Swan is a Specialist in Visual Merchandising, Retail Store layout and Design. His experience spans 30 years and he has held roles as Visual Merchandise & Display Manager for major retailing chains Sportsgirl and Just Jeans. He is an Industry Advisor and has run his own business, Retail Design Services P/L for 24 years.

In this series of four articles, he will share with you some simple principles of Effective Visual Merchandising that will dramatically enhance your store presentation and potential for increasing sales.

Everyone knows how important it is to present your shop well

Most retailers know the importance of making their shop and stock look as attractive as possible. Some are better at it than others. Whether you sell clothing, vegetables or furniture, an effective Visual Merchandising strategy gives you an advantage over your competitors.

Large retailers dedicate a substantial budget to their window and interior displays knowing that the return on their investment is well worth it. Often I find that in the case of smaller retailers, the everyday issues of staffing or stock control or general lack of time and skill can get in the way of what is one of the simplest and most cost effective ways of promoting your products and their benefits to your existing and potential customers.

Effective Visual Merchandising is a great passive sales person.

When thinking about your Visual Merchandising strategy you need to take a step back from your business and think about it from your customer’s perspective. What experience do you want them to have in your business?

This month I’d like to focus on one of the easiest to apply principles of Great Visual Merchandising:Housekeeping 

What is your shop ‘saying’ to your potential customers?

A clean and well-presented store communicates that you are well organised and focused on helping your customers to find what they want with ease.

The one thing that everyone can do to present their store well without even spending a dollar is to maintain a high standard of Housekeeping.

Simple Housekeeping routines will ensure that you communicate a professional image.

Housekeeping Basics

• Keep all surfaces clean and dust free. If you’re in a high traffic flow area you may have to dust every day.
• Clean front windows or arrange for a regular cleaner
• Sweep or vacuum daily
• Have front door open and welcoming
• Ensure your entrance is clear and easy to access
• Avoid placing stickers or posters on your front window that are not relevant to your business or current promotion
• All mirrors should be cleaned daily
• Empty hangers should be removed from racks
• Do not overcrowd hanging racks as this makes it difficult for customers to find sizes or view styles. Better to restock often than have customers fighting their way through too much stock.
• Doors to staff rooms or storage areas should remain closed
• Counter tops should be clean and cleared of anything not in use
• No stock boxes visible – stock should be unpacked and displayed at quiet times and all wrapping disposed of ASAP.
• All light globes should be working and focused for best results.
• If anything breaks please have it fixed properly. Handy man type repairs are not suitable for Commercial spaces.
• Ensure all old display materials are remove at the end of a campaign.
• Signage should be relevant to the merchandise it hangs
• Please avoid hand written signs. Professional signage is an important part of a good Visual Merchandising strategy

Think about your own experience of walking into a store that is untidy or not as clean as it could be. What does it communicate if the windows are smudged, floors are dirty or fixtures are dusty?  Everything you do in your store tells your customer something about you, your staff and your products.  Take some time to walk through your shop with your staff and review your housekeeping standards.

In my experience, if all retailers applied these basic hints regularly, they would experience an increase in sales. In my next article I look forward to sharing with you the keys to effective Window and Interior Display.

Stephen Swan
T: (03) 9419 4469   M: 0411 223233   F: 9419 4717
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