Do you have to rely on 'gut-feel' to judge a good retail display?

Far too many retailers confuse Visual Merchandising with Interior Decorating.

The primary objective of visual merchandising is to generate more sales.  This can only be achieved by attaining the following (secondary) objectives. (The 5 A’s.) That is; if you want to judge a GOOD display that will move product, judge it by these criteria:

Accessibility

A display that discourages the customer from shopping from it has very little value.  Obstacles must be cleared and the products must be reachable.

Accessibility also relates to the ‘shoppability’ of a display/ store, especially within the context of people with a variety of disabilities.

Attention

Displays must get and hold the customer's attention long enough for him/her to make a decision about the product. 

Adjacency

Having a plan and a purpose for which merchandise should go together, goes a long way towards increasing sales.

The golden rule is to present your merchandise the way a customer would use/buy it. Appropriate adjacency is the silent salesman’s way of cross-selling merchandise.

Anthropometrics

This aspect concerns itself with the physical dimensions of the customer's body.  Whether it is child or adult, male or female plays a role when attempting to determine eye-level.  Similarly it would be hard to buy (and lift) a 5kg bag of sugar from the top shelf.

Arrangement

Arrangement refers to things being put in order.  This aspect emphasizes that there is a certain element of logic in any display.  Products are normally sized from small to large, and tops/shirts are always hung above the trousers.

Happy Trading

Dennis

Ganador: We work with suppliers, franchisors, landlords and supply chain partners to create win-win retail results for all. (Ganador means ‘winner’ in Spanish.)

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