Visual merchandising is primarily concerned with invoking the sensory receptors of the target and potential customers. In today’s highly competitive retail scenario, elements of visual merchandising play a pivotal role in saving the business from losing customers to competitors. However, visual merchandising in retail is no child’s play. One wrong judgment in the elements of visual merchandising to use for your store could cost you big. Fortunately, once you identify these common mistakes, they can be easily rectified.
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Poor Window Displays
The window display of the store is one of the most integral factors that initially attracts a customer towards your store. However, not utilizing this space effectively could prove to be a grave mistake for brands. It is essential to include key elements of visual merchandising such as proper lighting, props, and color combinations in the store window. It should be also ensured that the window display is being changed regularly both in terms of the product and the props used.
Understocking or Overstocking of Products
Situations such as keeping too much inventory or not enough inventory could not only hamper your sales but could also result in bad visual merchandising. It is vital for retailers to ensure that their shelves are always optimally and neatly stacked. Whether a customer walks into a store looking for something specific or simply to see if anything sparks their interest, not having enough merchandise to make the right impression is one of the worst mistakes that retailers can make. Furthermore, though lots of choices are good, seeing them all at once creates visual clutter and a feeling of being overwhelmed. To avoid product glut, retailers can establish and adhere to a planogram that determines what goes where, in what quantity, and when.
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Lack of Continuity
If the elements of visual merchandising on the window display lack continuity with those inside the store, chances are that the efforts might go in vain. Retailers must ensure that the products that they promote outside the store are easy to locate inside the store. It is also essential to use elements of visual merchandising based on the theme in areas including the point-of-sale systems, in order to forge links to other products.
Overload of Promotional Message
Customers undoubtedly love promotions and discounts, however going overboard with promotional messages in display could be a bad idea for retailers. Too many promotional elements in visual merchandising tend to give the store shelves a cluttered look, prompting the customers to become indecisive or lose interest. Getting the right balance between promoting the products and the number of promotional displays is the way to ensure optimum sales.
