Visual Merchandising: Promotional Displays in High Impact Areas

Visual merchandising has long been a tried and true strategy for garnering consumer attention and interest – and for good reason. Studies continue to show that mass merchants benefit significantly from promotional displays in high impact areas, and as a result, those Canadian retailers that strive to influence buyer behaviour through effective displays are the ones that see results. It is no secret that customers make many of their purchases based on their reactions to how they are displayed and promoted.

By displaying merchandise in a way that appeals to the consumer, making it not only accessible but also attractive, retailers can easily increase sales and improve profit margins. Taking advantage of strategies such as colour psychology (using colours to encourage and promote certain feelings) or using nostalgia through visual stories to illicit memories and pull on those heartstrings can be a great step in the right direction.

Staging is also really important. Placing a display in the right location, whether that be at the cash register or in an aisle where the product is normally stocked, can make the difference between sales and drops. And making sure that displays are well stocked, always, ensures that the work you did to develop such a display does not go to waste.

Important tips: never let displays become static. A lot of what comes from an impressive and thought-provoking visual merchandising display comes from its freshness. A new display will not be passed easily, whereas one that has remained stagnant, in the same spot, month after month, will likely not even get a second look. Make sure that you are constantly updating your promotional displays.

Also, try to keep a focus or theme evident. Grouping a large number of products together can mean a message is lost in the shuffle. In contrast, displaying one product or a small family of very similar products helps to keep that focus fixed, or can lead to multiple purchases.

If we go one further, seasonal displays can have a major impact on consumer buying behaviour. Taking advantage of the season can influence consumers to consider a purchase that perhaps may not have crossed their mind beforehand. These last minute buys can be huge when it comes to your bottom line.

For more about visual merchandising, especially during the busy holiday season, contact Storesupport Canada today. We’ve got the experience with creating mass displays that attract attention and increase your sales. Please call us at 905.847.6513.

Achieving Retail Compliance with Your Visual Merchandising Strategy

As a brand, you are no doubt aware of the power of visual merchandising. When you can catch a consumer’s attention and encourage them to buy, your display has done its job and you are reaping the hoped-for benefits. But effective visual merchandising takes time and money, and isn’t as simple as throwing together a stand and hoping for the best.

Furthermore, when you take the time to develop a visual merchandising plan, it never pays to set it up and forget about it. Brands: you know what we are talking about. Spending the time and resources to establish a merchandising strategy only to leave it in the hands of a retailer is often a recipe for disaster. There is no telling what can happen to a display that is left unattended at a retail location, and we often hear of brands who have visited a store to find their display moved, empty, or even worse, filled with a competitor’s product. When this happens, there is no way to know how your sales have been impacted, and no way to recoup any losses because of a retailer’s actions.

Yes, we are aware that there is a certain level of dependency that is inevitable when you list a brand at retail. You can’t be there 24/7 to ensure your visual merchandising is being utilized and managed correctly. But you do have options – you don’t just have to sit idly by.

So, what can you do? Aside from setting up a folding lawn chair and watching that display like a hawk (a solution that will likely get you hauled out by store security among other potential issues), a great way to ensure compliance is by enlisting the services of a retail merchandising company – one that can provide a dedicated resource to your brand. By performing regular visits to ensure proper placement compliance and checking to make sure that your display is well stocked, with your product, can give you peace of mind that comes with knowing what is going on on the store floor. With regular updates and reporting on what is going on, both positives and negatives, you can then take action when required.

Don’t just leave your visual merchandising in the hands of a retailer and hope that things will turn out ok. Keep track of their conduct and ensure compliance with the help of a visual merchandising company.

To learn more about how a visual merchandising company can help ensure that your displays are actually achieving what you want, and to reduce the level of dependency you currently deal with at the hand of your retailers, please contact Storesupport today by calling 1-877-421-5081.

Visual Merchandising: Mass Merchants Need Displays

When it comes to visual merchandising, we all know that having a plan in place is important – but how important is it? Do customers really pay that much attention? Can a visually striking display actually garner that much attention and increase sales? According to the 2014 Mass Merchant Study by Point of Purchase Advertising International (POPAI), yes, they can!

Discussing the Mass Merchant Study, an article on RetailWire made some important points. The study revealed some really interesting results as far as visual merchandising, and keeping these in mind the next time you sit down to re-establish or fine-tune your marketing strategy is probably a really smart idea.

Perhaps the most notable finding was that 82% of purchase decisions are made in-store. What does this mean for you? The article had this to say: “Consumers who shop at mass merchandisers make a lot of decisions about what they're going to buy at the shelf. Getting them to buy more has a lot to do with retailers' in-store media and display strategies and tactics.”

Additionally, according to the article, the study found that 34% of shoppers don’t rely on a shopping list. Again, this means far more opportunities for you to entice and attract.

Check out the full article here: http://www.retailwire.com/discussion/17334/mass-merchants-need-displays.

So, how can you take these stats and turn them into ROI? By implementing various strategies into your visual merchandising plan that yield real results. For more about how to get your in-store visual merchandising strategy up-to-snuff, please contact Storesupport today by calling 1-877-421-5081.

Retail Trends: A New Way to Sell Groceries

We came across a really interesting article the other day and thought we’d share it with you. Canadian Grocer’s “Just Driving Through: ANew Way to Sell Groceries?” looks at the rise of the ‘click and collect’ drive-through supermarket – a location where online shoppers can make their purchases and then just drive to a kiosk and pick them all up.

It is common knowledge that online shopping has not impacted the CPG industry the same way it has other retailers – it seems that shoppers just are not as keen to make those food purchase online the same way they would books or clothing. However, as the article suggests, the drive-through shopping experience may be on the up and up as a result of the growth of online shopping. It has really remained an emerging trend only in Europe and the US, but the article mentions that it may be in Canada sooner rather than later.

So is the drive-through grocery the way of the future, something we need to worry about in the short term? Probably only to a certain extent, but it does highlight the need to expand and rethink our retail strategies in order to ensure the latest retail trends are given the serious consideration each one merits. That being said, things like excellent customer service, effective visual merchandising, and strategic retail marketing need to remain key elements of your plan for success.

For more about retail trends in the CPG industry, please contact Storesupport today by calling 1-877-421-5081.

What’s Trending in Visual Merchandising

Visual merchandising is a key component in any successful merchandising campaign. Effective campaigns improve profitability and expose consumers to more within a store. Knowing this, many retailers are taking advantage of the opportunities that visual merchandising represents.

A newer generation of visual merchandisers has taken what's hot (various forms of social media) and worked these components into different campaigns.  Things like hashtags and the "like" symbol are not difficult to spot when browsing store displays.

Shelving has also encountered a revolution when it comes to merchandising trends. Not only are endcaps more popular, but the way in which they are organized is too, as are focal points within store isles themselves. Whereas complete uniformity used to be the way to go, a change in scenery can draw the eye and stop tunnel vision. Displays that draw the eye are what you really want.

 

Colour is also becoming a major player, and not only in product packaging. Since people associate different colours with different emotions, another growing trend is to play up those associations and appeal to customers on an emotional level with your displays.

Now, more than ever, customers are concerned about the impact their purchases will have on the environment, and so when it comes to merchandising this can translate into sales. If your displays represent a focus on environmental awareness, customers will notice.

 

If your visual merchandising needs a facelift, the trends are the way to go. Don’t just stick with the same-old strategy: it is eventually going to end up costing you.  If you are not sure where to start, a company dedicated to executing successful visual merchandising campaigns that make use of the most cost-effective yet profitable strategies can help get you started.

For more about the hottest trends in visual merchandising for 2014 please contact Storesupport by calling 1-877-421-5081.

Seasonal Superpower: The Strength of Visual Merchandising

With the growing popularity of multichannel retailing, it has become increasingly important to make sure that bricks and mortar stores are actually going to entice people to walk through the doors rather than sit at home and shop online. Not only that, in-store displays go a long way as far as persuading people to buy, so a store’s visual merchandising must do this as well. Seasonal shifts represent an important opportunity to not only change things around a bit, but also take advantage of emotional triggers and tap into them with your merchandising plan.  

Most people respond best to visual stimuli so you have to cater to this. Still not buying into the importance of this strategy? Maybe this will change your mind: according to a recent study done by Retailworks Inc., “good visual merchandising can increase sales from 10 percent to 15 percent.” That is not an insignificant number, is it? We didn’t think so either. Clearly attraction goes a long way as far as beefing up your bottom line. 

Furthermore, the research suggests that displays that are poorly presented or just downright bad can negatively impact all of the other good things that are going on in the store. Is your in-store display lacking? You may not think it’s a big deal, but one poorly executed display can actually turn shoppers off the entire store. 

One of the biggest mistakes that stores make is keeping things static. Not changing displays, especially when the seasons change, is a big no-no in the retail world. In this case, visual merchandising can be a seasonal superpower. Halloween is now behind us, and most retailers will make the automatic switch to prepping for the upcoming holidays. And shoppers expect it; if you don’t have displays in place that showcase this, people will notice.

Other mistakes: too much going on (remember the KISS principle), no common theme or connections between display stock, and the mess caused by holiday shoppers – make sure that these things don’t negatively impact your visual merchandising’s effectiveness.

Don’t discount the strength of visual merchandising or linger when it comes to changing things around. Make sure that you are taking into account seasonal changes and customers’ expectations with regard to them.

Storesupport can help – contact us today to find out all about our suite of merchandising services including planogram and display set up to get ready for the holiday season. Call 1-877-421-5081 or visit www.storesupport.ca 

Online vs. Bricks and Mortar – Visual Merchandising Plan to Battle Competition

It is common knowledge in the retail industry that online shopping is a major competitor for bricks and mortar stores. The ability to price compare and buy online has steadily risen in popularity over the last few years, to the point that many retailers have felt the need to compete through the development and establishment of their own online stores. However, it seems as though the competition is not as stiff as originally predicted – and the expectation that online shopping would lead to the inevitable death of the retail location have not panned out. Canadian customers are still shopping at bricks and mortar locations.

According to research done by global information company The NPD Group, only 4% of all Canadian transactions were made online in 2012 – and this is an increase of 0.5% from 2011. Broken down, NPD reported that approximately 7 online purchases were made by the average Canadian household in 2012, compared to over 150 trips to traditional bricks and mortar stores (3-4 visits per week).

There are many reasons for this staunch refusal by consumers to let online shopping dictate the market – the most important reason being the experience that cannot be had by shopping online. Recognizing this, retailers have started to realize the importance that lies in visual merchandising and how it has to change in order to continue to compete.

As a bricks and mortar store, having a visual merchandising plan in place is crucial to maintain the leverage over online retailers. Consumers like to be able to enter a retail location and visually take in what they cannot over the internet. This includes things like planograms, signage and displays – all of which need to be executed properly (one of the main functions of a merchandising company) to attract customers.

Other factors contribute as well, including a high level of customer experience and interaction – so make sure that when customers leave your store they feel satisfied. This will help safeguard customer loyalty and retention.

Although online shopping has not killed the bricks and mortar store it has resulted in the need to evolve and adapt.  A strong visual merchandising plan is essential in this adaptation, and so make sure that you employ a merchandising company to help ensure that the online competition that does exist does not take over.

For more information about how to ramp up your visual merchandising plan to further battle the competition of online retailers, please contact Storesupport today by calling 1-877-421-5081.

Why You Should Never Leave Your Visual Merchandising Solely in the Hands Your Retailers

When consumers are shopping they are generally in a hurry and brands have to really go out of their way to catch the attention of consumers passing by. Visual merchandising is very important for this reason! Because visual merchandising covers everything from developing planograms to marketing campaigns that involve 3 dimensional displays, visual merchandising will often mean the difference between a new customer stopping to look at and possibly purchasing your product and them deciding to just keep on walking. Your visual merchandising should attract, engage and motivate the customer towards purchasing your product. 

If you want to make sure that your visual merchandising is effective it must be executed according to your plan which is why it is best not to leave your visual merchandising in the hands of your retailers.

When you have a marketing campaign planned that incorporates a visual merchandising display it is important that you validate that the displays are set up according to your directions and placed according to your plan.

All too often we see brands who send their visual merchandising displays and product to their retailers only to find out later when sales are not achieving expectations that the visual merchandising displays were not placed where they were supposed to be, or maybe it didn’t even make it out onto the sales floor! Even worse, there have been cases where, when a display ran out of product, instead of re-stocking it, the retailer threw another brand’s product in the display unit. This happens more often then you may think!  

If you don’t work with a visual merchandising company who is actively following up on these types of issues, you may be thinking right now that this isn’t happening with your product. Well think again.

You may be thinking that your retailers handle your in-store merchandising and your current sales are good so this couldn’t be happening. Well, if you think that sales are good, imagine what they could look like?

Leveraging retail intelligence and performing an audit on your retailers, you can identify deficiencies in your retail merchandising, including your visual merchandising, and come up with a plan to address them. Let’s face it, you need retailers to list your products and you have little control over what they do. You do however have control over what you do.

If this is something that you have been thinking of doing but were not sure the cost or how to go about it, consider interviewing some merchandising companies. Merchandising companies offer outsourced solutions that are generally affordable for even smaller brands. Merchandising companies can not only audit your retailers but can also help you come up with a plan to manage issues that are identified in the audit. Merchandising companies can also help you to implement your plan to ensure that it is a success.

For more information about visual merchandising or about our merchandising services please visit www.storesupport.ca or call 905-847-6513

Visual Merchandising Companies and the Psychology of Visual Merchandising

Visual merchandising is not as simple as popping up a display promoting your brand and products. There is a psychological aspect to visual merchandising that must be considered if you want to optimize the success of your visual merchandising. 

Consumers often make purchasing decisions based on emotion. Psychology is a science of the human mind and human behaviour. The dictionary defines psychology as the science dealing with the mind and mental processes, especially in relation to human and animal behaviour. The connection between what your customers think and feel and how you market to them makes an incredible difference in how effective your visual marketing display is.

The retail industry is very competitive and visual marketing is a major way that brands differentiate themselves from one another. Even if your products are unique, all brands have competitors and you must differentiate to stay competitive. Some retailers and even brands see visual marketing displays as merely cosmetic and don’t understand how they directly impact brand loyalty and sales. Visual marketing is one area that all brands should allocate budget funding to because with all of the choices available to consumers, visual marketing displays continually remind consumers that your brand is available in-store.

The best visual marketing displays will capture the attention of the consumer and translate into increased sales and so they must attract the customer. This requires more than art direction. The best visual marketing focuses on the phycology behind what motivates your target customer. Your visual marketing display is not about you, it's about your customer.

Your visual marketing displays are even more successful when coupled with an in-store sales representative or demonstrators, whose role is to engage passers-by and talk with them about your product or even offer them a sampling or discount voucher enticing them to buy. This is especially crucial with respect to new product launches.

Some of the most successful visual marketing campaigns are successful because the brand has had the foresight to work with a visual marketing company to ensure that their displays are distributed at retail effectively. Visual marketing companies that handle display builds and sales support are able to make sure that visual marketing displays are set up at key retailers and that there are sales support representatives that work for the brand and not the retailer available to engage and capture  consumers.

Often brands will invest in visual marketing displays and then the employees at the retailer will place them in a place that doesn’t give them the exposure that they need to be effective. Where your visual display is set up in-store is very important because an optimal location will ensure that more customers see the display. Visual marketing companies help brands overcome this challenge by attending the retailer with the visual marketing display and influencing where it is placed in-store. They are also able to alert the brand if a retailer is asking that the visual marketing display be placed in an area where it is not going to be effective.

Understanding the psychology behind visual marketing and working with visual marketing companies are the two best ways that a brand can have more success at retail, boosting sales and increasing their brand exposure.

For more information about the psychology of visual merchandising or to find out about our solutions for visual merchandising and in-store marketing, please call Storesupport at 1 (877) 421-5081 or visit www.storesupport.ca.