Although online shopping continues to grow, recent studies show U.S. consumers still value the in-person experience of brick-and-mortar store shopping. In fact, the ability to touch the product in-person was important to 59% of consumers. Additionally, a little over 50% of respondents cited convenience and 45% said the ability to browse made in-store shopping more desirable.
To make the most of these in-store customers and to keep them coming back, experts recommend stores up their marketing approaches through visual merchandising. What does all that entail? Essentially, this type of marketing utilizes colors, attractive displays, lighting, floor plans, and other visual cues to entice and convert customers.
Why are visuals so important?
On average, 90% of information sent to the brain is visual, this points to the importance of being visually appealing and engaging in as little time as possible.
While this may seem straightforward, there’s an art and a science to well-executed visual merchandising. Taking on this broad concept requires a keen eye and a clear understanding of the target audience. Recognizing the core design principles of a truly integrated shopping experience helps as well.
To start, marketers should look to consumer behavior research. Studies show a retail store’s layout, design, and overall atmosphere are significant environmental factors impacting customer behavior. These elements can have more influence than customer service or even promotions.
Studying and applying ideologies, such as the Rule of Three, the Pyramid Principle, and Color Theory, are beneficial to boosting visual appeal as well. These well-established schools of thought capitalize on human tendencies, predispositions, and subconscious decisions to enhance visual influences and their effects on customers.
Another strategy based on design principals is to avoid clutter. While retailers may want to fill the shop with plentiful items and maximize floor space, this practice can lead to customers feelings overwhelmed or confused. Design professionals encourage the use of white or negative space throughout the sales floor, in window displays, and at the point of sale.
It’s advised to implement modern technology. Advanced point of sale systems can simplify customer transactions, increase retention, analyze the target audience’s needs and behaviors, bolster merchandising tactics, and beyond.
Incorporating visual merchandising practices such as these can help draw foot traffic and encourage customers to return again and again. For further information and additional improvement strategies, take a look at the infographic below.