Ef­fec­tive Visual Mer­chan­dis­ing – Guide­lines For Prac­ti­cal Im­ple­men­ta­tion



Sig­nage en­ables in-store nav­i­ga­tion; it should guide cus­tomers through dif­fer­ent de­part­ments in a large store and pro­vide in­for­ma­tion. It goes with­out say­ing that th­ese in­struc­tions must be clear, cus­tomer-friendly, easy to read and per­fectly de­signed. In multi-floor stores, signs must be posi-tioned in the store en­trance, near the stairs/es­ca­la­tors and in front of the lift. Sig­nage is not just about printed text. Pho­tos or pic­tograms can of­ten be even more ef­fec­tive. Use of life­like pho­tos is ideal for draw­ing at­ten­tion to spe­cific mer­chan­dise themes what­ever the size of the store. Visual attractions con­vey emo­tions and com­mu­ni­cate in­for­ma­tion about the mer­chan­dise. Images should match the prod­uct range and core state­ment, and con­vey a con-vinc­ing mes­sage. Many sup­pli­ers/brands al­ready use suit­able key vi­su­als with their col­lec­tions. Long-range vis­i­bil­ity should al­ways be taken into ac­count. Use of signs at strate­gic points and along the up­per part of back walls guides cus­tomers to the mer­chan­dise they are look­ing for, with­out need­ing to ask sales per­son­nel. Brand lo­gos should there­fore not be spared on back walls. Signs or sign hold­ers can be re­placed by screens or tablets dis­play­ing dig­i­tal con­tent. They ena-ble in­ter­ac­tive use and can com­mu­ni­cate de­tailed in­for­ma­tion about the brand, prod­uct range and ar­ti­cle (e.g. avail­able colours and sizes). This at­tracts ad­di­tional at­ten­tion. Sig­nage pos­si­bil­i­ties are mul­ti­ple. Their dayto-day han­dling must be ef­fort­less. Sign hold­ers should be easy to use by sales staff, i.e. for a quick and sim­ple change-over of posters. The Vis­play sys­tem La­bel of­fers count­less sign holder op­tions for in­for­ma­tion and dec­o­ra­tion at the POS. Its frame­less, sim­ple de­sign suits ev­ery in­te­rior and theme. Well-de­signed, easy han­dling al­lows quick in­ser­tion of prints. La­bel comes in a range of dif­fer­ent for­mats with base so­lu­tions for hor­i­zon­tal and ver­ti­cal use on the floor and shelves. Adapters also en­able use on nu­mer­ous Vis­play wall pan­els. Use of screens and tablets of­fers a so­lu­tion which is not just easy to use but is also at­trac­tive and se­curely de­signed and in­stalled. The new pow­ered sys­tems by Vis­play can be com­bined with mod­ern me­dia thanks to in­te­grated power rails – easy con­nec­tion any­where along the pro­file. Dig­i­tal sig­nage, tablets, light­boxes or smart frames etc. – pow­ered sys­tems can link on­line and off­line me­dia for per­fect in-store com­mu­ni­ca­tion. Vis­play of­fers a tablet shelf and sys­tem tablet for in­ter­ac­tive use with pow­ered sys­tems. Con­tents can sim­ply be in­stalled and man­aged via an on­line por­tal us­ing an In­ter­net con­nec­tion. In­di­vid­ual con­tents can be man­aged cen­trally when sev­eral tablets are used.

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