Visual Merchandising Presentation
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This VM presentation was given as part of the IGNITE Dubbo Skills Building Workshop on 28th March in Dubbo.
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Visual Merchandising Presentation
- 1. Visual Merchandising Workshop Dubbo Regional Council’s Ignite Skills Building Program Tuesday 28th March 2017
- 4. • Designed to help Dubbo businesses establish an understanding of the importance of visual merchandising • Workshops and One-on-One coaching Introduction to Dubbo Regional Council’s Ignite Program
- 5. Laila Hage-Ali With over a decade working in the marketing industry Laila has the unique ability to seamlessly blend strategic business objectives with practical yet innovative marketing solutions to assist any organisation achieve its goals. Samantha Singer An integrated marketer, Samantha has a wealth of experience gained from working across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working on integrated marketing solutions. Her strength lies in her attention to detail and efficiency. Today’s Speakers Samantha SingerLaila Hage-Ali
- 6. FREE One-on-One Coaching Senior Marketing Consultants One-on-One Coaching: • Tuesday 28th March • Wednesday 29th March • Thursday 30th March Customised action plan
- 7. 2 Minute Introductions What would you like to achieve from this workshop?
- 8. • How to change passive lookers into active buyers • Design principles and objectives • How to use Visual Merchandising to direct traffic flow • How to best use available standard fixtures • The future of Visual Merchandising • Q & A Session Overview
- 9. Passive Lookers Active Buyers
- 10. Impact of the Visual 83%SIGHT 11% HEARING 3.5% SMELL 1.5% TOUCH 1% TASTE
- 11. Why is VM Important? • Visual Merchandising helps to engage and inspire shoppers • To encourage shoppers to buy more of the products you want them to buy • To increase your sales, margin and return on space Visual Merchandising is communicating with the target audience in windows and stores by attracting, connecting and engaging with customers
- 12. Making a Good First Impression
- 13. Making a Good First Impression • Looking in, can you see the store or just a window display? • Is it clean? (dust, dirt and cobweb free) • Are all posters and products current and still looking fresh? • How is the lighting?
- 14. Your Window • Your opportunity for a good first impression • Begin the selling process even before someone enters your store • Suggest the type of merchandise you carry • Promotional vs Institutional Displays
- 15. Your Premises: External Things You Might be Overlooking • Street Numbers • Signage • Entry • Opening Hours
- 17. Instilling Confidence • Well lit displays • Clear aisles • Wide walk ways • Clearly ticketed products
- 19. More than Aesthetics • VM is about more than what your store looks like • It’s about practicality • Customers should be able to locate categories and merchandise • Customers should be able to self- select where possible
- 20. How to Avoid Overwhelming Consumers & Instil Confidence • Monthly Floor Space Analysis • Well Lit Displays • Clear, Concise Signage
- 23. Shop Windows • Think about what kind of a store you have. • What does your business do? • Does your Store Window reflect this?
- 24. Unifying Your Brand • POS stands create a unified image within any store. • They point customers’ attention to special offers or new products
- 25. Customer Magnets A great in store visual display acts as a magnet It can draw people into the store in the first place It can direct attention to a specific area of the store It can move customers through your store
- 26. Store Layout • Stairs and Elevators act as barriers • Top selling merchandise: Offers, New Collections; should be displayed on the Ground Floor. • Busiest Areas are the store entrance, pathways and areas to customer’s right. • Less Busy Areas are the middle aisles and areas to the customer’s left as well us upper/lower floors
- 27. As Far as the Eye Can See • When furnishing your store, it’s important that the customer has a good overall view of the retail space.
- 28. The Back Wall Your back wall has three functional zones 1. Top Zone: Use this for information 2. Middle Zone: Showcase the merchandise 3. Bottom Zone: Showcase the range
- 30. Using Colours • Group ‘like ranges’ together • Ie: Brights, Pastels, Muted Tones, Earth Tones and Neutrals
- 31. Pricing Tickets • The layout and style of your pricing tickets should be determined by the product. • Theme Tickets • Price Tickets • Hard Sell/Soft Sells • Known Value • Unknown Value
- 33. Non Known Value Lines • Pre-shaped • Hamburgers • Perfect bun size • Easy storage • Fast defrost & microwave • 6 for $2.50 • Great for BBQs Name of Product 3 Benefits Price of Product Closing Motivator
- 34. Correctly Facing Products • Face more than 3 of a product when: • It’s a trendy item • The product is in season • It’s featuring in the media • You’re currently promoting it • Supplier is currently promoting it
- 36. Store Wide Visuals Using a theme in your window display and continuing it throughout your interior creates a streamlined appearance that encourages customers to move through the displays
- 39. Banners • Quick and Easy to install • Hang straight down from the ceiling or stretch across walls • Generic ‘SALE’ or ‘NEW STOCK ADDED’ banners can be reused and stored easily
- 40. Wall Graphics • Wallpaper, paint, fabric or canvas prints • Dramatically changes the look season to season • Use logos or season images • Good Quality prints can look striking
- 41. Display • Can be used to divide up space & create store sections • Screens or structures can feature company logos/slogans or even specific info & images related to seasonal offerings or products
- 42. Gondolas • Colour Blocking: Colour block vertically and colour blend from light to dark (left to right usually)
- 43. Dump Bins & Specials Table • Don’t over-crowd the specials area • Dump Bin products should be the same price • Use a price sign to highlight the special
- 44. Interior Displays • Show customers what’s new • Show customers how to put together a whole look • Good displays help create multiple sales
- 45. Online Visual Merchandising Your Website is your Online Store • Keep it Clean • Make sure customers can find what they’re looking for • Think about Colour Theory and use of Fonts
- 46. Website VM Checklist • How clear is your navigation menu? • Are you items catalogued logically? • How easy is your e-com process? • Declutter your home page. • Ensure your contact details are easy to find and use • Don’t use industry jargon • Do you have a search function?
- 47. Colours and Branding Online • Does your web presence reflect your physical store? • Does your web presence reflect your brand? • Do you have a brand guideline and a VIG for your company? • Are call to action buttons easy to distinguish? • Is your logo prominent?
- 48. SEO and SEM • Can your customers easily find your business online? • Does Google recognise you by your Brand Name? • Does Google recognise you by your key products/services and area? • If not, do you need help with SEO and/or SEM to rectify this?
- 49. Show us what you’ve learnt Friday 31st March from 5:30pm Register on EventBrite: IGNITE Dubbo: Graduation Event
- 50. Next Steps Laila Hage-Ali 02 9458 7812 Laila.hage-ali@australianbusiness.com.au Samantha Singer 02 9458 7074 samantha.singer@australianbusiness.com.au Sign up for our free One-on-One coaching
Editor's Notes
- ABCS forms part of Australian Business Solutions Group
- Independent, not-for-profit organisations, dedicated to helping businesses across the state Mantra: “making Australia better through helping the private sector to flourish” 2nd oldest company in Australia (after Westpac) – over 190 years old 2nd largest privately owned business chamber in the world 20,000+ members 400+ events per year
- You look into a store for the first time, an old yellowing poster is in the window and there are sticker marks from something else that’s been pulled down. The store looks a little dim and nothing really catches your eye. Are you going to go in? First Impressions Count and in this case, we really do judge the book by its cover.
- Step outside your store every few months and consider how it looks to passers by
- Promotional window displays promote the sale of one or more items by using special lighting and/or props. Institutional window displays promote the store image rather than specific items. They’re designed to build customer good will and show that the business has a real interest in the community
- Think about what your store does to attract customers. To encourage those casually browsing down the street, to actually walk through your shop door. Lit Windows in the evening attract passersby who will want to come back tomorrow. This concept of leaving the lights on at night was actually started by Selfridges. Busy windows with too many different messages just confuse customers –so keep your windows clean and messaging clear ACTIVITY 1
- Not everyone loves shopping It can be daunting Give your customer the confidence to roam your store with well lit displays, clear aisles and clearly ticketed products. Towering product displays can be overwhelming, as can narrow pathways where one has to be careful not to knock over merchandise
- When we enter a store, we want to either enjoy a browsing experience and perhaps find a gem. Or we want to easily seek out the product we came in to find. That might mean passing by a few other things to get there, but the product should be easily locatable. When you consider the floor space and aisle width, think not only of you as you stand now, but consider a pregnant woman, a parent with a stroller or a busy shopper who’s around carrying an armload of bags
- Conduct a Floor Space Analysis every month Focus on profitable merchandise Display cabinets should hold minimal products and be well lit Signage must be clear & concise Signage should be inline with store branding Synergy and consistency have a big impact
- If you want to be seen as a quality store with quality products then blue tacking things to your windows probably isn’t the best way to convey that
- Before you create Point of Sale Displays, consider in store placement and the objective of the display.
- Top selling merchandise: Offers, New Collections, should be displayed on the Ground Floor. Busiest Areas are the store entrance, pathways and areas to customer’s right. Less Busy Areas are the middle aisles and areas to customer’s left as well us upper/lower floors
- When furnishing your store, it’s important that the customer has a good overall view of the retail space. This allows them to be attracted to as many appealing displays, offers and focal points as possible – increasing the chance of a purchase
- The top zone is visible above mid-=floor elements so the consumer can see what can be found on the wall or in the department. Use this area for department and brand labelleing for image or brand photos or for decorative purposes. Attractive images and interesting decorative elements have a fantastic effect and draw customers to the distant back wall. Good lighting is paramount as well. The middle zone shows the merchandise theme. This is visible as the customer approaches and is what encourages the customer to come up and linger. For clothing and textiles, front displays and folded items look better and are more appealing than hanging items. Items need to be at an accessible height in this area The bottom zone is for the larger quantities of items. The consumer can choose from different models, versions, sizes and prices. Side hanging here can be a great way to show off a larger range and save space. Using a variety of side hanging and front hanging and showing off different items and colours demonstrates choice and variety and incites curiosity in the customer.
- Hard Sell tickets will be bright and eye catching For Known Value products, the price is what customers are interested in, so ensure your price is 2/3 of the sign.
- This is where you have the opportunity to talk up the product
- ACTIVITY 2 and 3
- By having most desired product not directly in the front of the store, but clearly visible you can create a path towards the merchandise, whereby customers need to pass by other advertised items. This gives customers more time in your store, and more opportunity to eye your merchandise and find something additional to purchase, increasing basket spend.
- Cost effective VM
- Think about not only making your space more practical, but utilising the fixtures to increase your branding opportunities and say something to your customers Can be used to divide up space & create store sections Can create work areas for staff, private areas for discussions or storage areas Screens or structures can feature company logos/slogans or even specific info & images related to seasonal offerings or products
- Best Position: Eye/shoulder level and slightly below Worst Position: Top shelf if well above eye level
- Prevent stock from over-aging Don’t over-crowd the specials area but ensure it’s no less than half full. If possible, make everything in the Dump Bin the same price Use a price sign to highlight the special price Keep the Dump Bin out for a max of 1 month (ideally 1 week)
- ACTIVITY 4
- Next steps If you have any burning questions or would just like to have someone to bounce some ideas off