Joe Baer, Co-Founder & Creative Ex­ec­u­tive Of­fi­cer Zen Ge­nius, Inc.,

VMRD - - Contents -

Vis­ual Mer­chan­dis­ing is one of the most artis­tic and vi­tal as­pects among all roles that cre­ate a great re­tail brand and shop­ping ex­pe­ri­ence. In a world of new tech­nolo­gies, on­line shop­ping and vast sales on top of sales is the art of vis­ual mer­chan­dis­ing that cre­ates the im­pact to en­tice and sat­isfy cus­tomers keep­ing brands rel­e­vant and revered in this com­pet­i­tive mar­ket. Vis­ual Mer­chan­dis­ing has pri­mar­ily been used as a tool to cre­ate and main­tain cap­ti­vat­ing in-store ex­pe­ri­ences, but how can vis­ual mer­chan­dis­ing be used as a tool to max­imise im­pact across all your cus­tomer chan­nels? What does Omni-Chan­nel mean and in par­tic­u­lar how can Vis­ual Mer­chan­dis­ers con­tribute to the suc­cess of this new shop­ping par­a­digm.

Con­ve­nience and in­ner con­nec­tion are the most im­por­tant fac­tors in Omni-Chan­nel re­tail.

How do you get the prod­uct you want, when­ever you want it and wher­ever you want it….all at your con­ve­nience?

Let’s say you are shop­ping in a store and they run out of the prod­uct you want- quickly the sales per­son, the in store kiosk or your phone can help you find the prod­uct on­line…and wher­ever it is… you have it de­liv­ered wher­ever you wish or you pick it up wher­ever you want. Vis­ual Mer­chan­dis­ers can make sure the brand im­pact, artis­tic flair, clev­er­ness and cre­ativ­ity are ap­par­ent across all chan­nels.

Vice versa….let’s say you are shop­ping on­line and want a par­tic­u­lar prod­uct that very day – the web­site or app au­to­mat­i­cally guides you to the ex­ist­ing stores in your area and sug­gests op­tions for same day pick up or de­liv­ery. You dis­cover the prod­uct is at the lo­cal dis­tri­bu­tion cen­ter. You’re de­lighted to find the ex­pe­ri­ence feels more like a bou­tique store or show­room than the back door of the fac­tory. While you are there you learn more about the brand you love and re­ceive in­cen­tive to visit your neigh­bour­hood store.

Omni chan­nel is a very pow­er­ful medium to use for mar­ket­ing, ed­u­cat­ing, and cre­at­ing aware­ness. Omni-Chan­nel re­tail gives shop­pers ul­ti­mate con­ve­nience,

flex­i­bil­ity and the same ex­cit­ing in­flu­ence of great Vis­ual Mer­chan­dis­ing.

Here are some tips for Vis­ual Mer­chan­dis­ing teams to em­brace Omni-Chan­nel Re­tail:

Iden­tify your chan­nels. There are sev­eral • shop­ping op­tions or chan­nels avail­able to to­day’s cus­tomers. Which chan­nels are the most im­por­tant for your brand and tar­get mar­ket? Fo­cus on those.

Be con­sis­tent with your brand im­age • and con­nec­tion across all chan­nels. Be clever, creative and find ways to make each ex­pe­ri­ence re­ward­ing and ex­cit­ing.

Em­brace tech­nolo­gies like video, QR • codes and aug­mented re­al­ity to cre­ate im­pact while mak­ing pur­chas­ing seam­less and easy.

Turn vis­ual fo­cal points into en­gag­ing • points of en­ter­tain­ment, in­for­ma­tion and pur­chas­ing op­tions. Turn store win­dows and fea­ture dis­plays into in­stant rev­enue gen­er­at­ing profit cen­ters.

En­sure all chan­nels for pick­ing up • or re­ceiv­ing prod­ucts re­ceive vis­ual mer­chan­dis­ing at­ten­tion. Add colour, logo and mes­sag­ing that re­in­forces the brand im­age for cus­tomers that wish to pick up at the dis­tri­bu­tion cen­ter, home of­fice or back of store.

Turn static ad­ver­tis­ing im­ages like • magazine ads, cat­a­logs, bill­boards or benches into ex­pe­ri­ences where cus­tomers can en­gage their smart phones to learn more and pur­chase eas­ily. •

Pay at­ten­tion to your brand pack­ag­ing.

Most on­line pur­chases, even lux­ury prod­ucts, ar­rive in­side a clear plas­tic bag as com­pared to the in-store ex­pe­ri­ence where your pack­age may be wrapped in tis­sue and placed in a branded bag. Think about how you want your cus­tomers to feel when they re­ceive your prod­uct across all chan­nels: in­store and when ar­riv­ing via the mail.

As pur­chas­ing pow­ers shift with New •

Mil­len­ni­als and Gen­er­a­tion Z who are the most fa­mil­iar and com­fort­able with on­line shop­ping, Vis­ual Mer­chan­dis­ers can cre­ate a seam­less con­nec­tion and con­sis­tent brand im­age be­tween in-store and on­line ex­pe­ri­ences. We should give shop­pers the best of both worlds.

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