Best Practice – Visual Merchandising Guidelines for practical implementation
Countless factors come into play from the first glimpse of a product through to its purchase. They naturally include a neat, appealing store layout and a wellordered assortment of goods for the respective target group. Impressions and sensory perceptions, beyond visual merchandising, also contribute to a consumer’s purchase decision e.g. a pleasant room temperature, attractive general lighting, a nice fragrance and suitable background music. We want to address the technical possibilities of merchandise displays, which form the basis for perfect visual merchandising with an exciting store design using attractive product displays and display highlights. Visplay offers an extremely wide range of modular systems based on architectural principles with innovative ideas and solutions for every sales interior. They can be flexibly adapted to physical features and to many different product assortments. Thanks to ingenious technology, they are quickly assembled and particularly easy to handle. All types of visual merchandising can be achieved with Visplay systems. The focus is always on the merchandise, and the systems remain virtually “invisible“to the consumers. The systems highlight the merchandise and enable the greatest possible freedom of design for both the retail interior and corporate design. Today and in futures issues, we will be illustrating numerous visual merchandising guidelines based on 12 different topics, with practical examples and implementation possibilities. Observing these guidelines will lead to an increase in sales and reduce personnel costs on a long-term basis, in addition to many other positive effects: 1. Store layout 2. Arena principle 3. Wall display structure 4. Mid-floor 5. Design principles for architecture (horizontal, vertical, selective points, flat …) 6. Display modes (front/sideways display, folded displays, organization according to colours and sizes etc.) 7. Decorative displays at PoS/cross merchandising 8. Points of interest 9. Shop windows 10. Lighting on merchandise supports 11. Branding/emotional attachment 12. Labeling
1. Store layout
The clearer the store layout appears to the customer, the less sales staff are necessary, as the customer will find what he is looking for or is incited to make a purchase by special displays. Merchandise which should appeal to a large number of customers is positioned in the centre or front of the retail space and is clearly visible. Stairs and lifts present a barrier, so topselling merchandise (offers, new collections) should be displayed on the ground floor. The busiest areas are the store entrance, pathways and areas to the customer’s right. Less frequented areas are middle aisles, areas to the customer’s left and upper and lower floors. Entrance zones and POS zones should be generously sized, to avoid constriction. The main pathways should be approx. 1.5 – 2 m wide, side aisles at least 0.8 m (between the merchandise). A customer guidance system enables the customer to easily find his way round the store. Depending on the size/layout of the store, the pathway should ideally be designed as a loop or a succession of loops. Customers can thus discover all the areas of the store. When furnishing the store – particularly the right-hand side of the pathway and the rear wall – it is important that the customer is provided with a good overall view of the retail space by an appropriate layout of display units ( -> arena principle) and is continuously attracted to appealing displays, offers and focal points (-> points of interest), that will surprise him and inspire a purchase. Appealing display areas and decorative displays along the pathway using Visplay systems, which have both decorative and display functions.
Visplay’s Beam is a vertical support system entirely without slots, but with a high level of flexibility for merchandise displays.”
Visplay’s Button is a button-shaped single point support system which provides an economic solution for many small, light-weight items.”
Visplay’s Area – a single point support system. Area sockets are available in a variety of sizes with corresponding merchandise supports.”
The pathway is designed as a loop or a series of loops depending on the size of the store