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.