Merchandising is key to attracting customers' attention, maximising sales and enhancing in-store experience. Optimising merchandising involves strategically organising the sales area to create an environment that is both attractive and functional. Here are a few tips and techniques for optimising in-store merchandising and improving your sales performance.
Create a strong first impression
Your shop’s entrance is the first point of contact between your products and customers. It's therefore essential to take care of this area, so that it immediately attracts attention. Use striking window displays with visual elements that tell a story, highlight your best products, or illustrate a current trend.
Tip: Opt for seasonal or themed displays to create constant renewal of visual interest, which will drive passers-by into your shop.
Use the hot spot rule
Certain areas of a shop naturally attract more attention than others. These "hot spots", often located at the entrance, or near the checkouts, should be exploited to highlight your star products or any special offers.
Tip: Place your high-margin items in these areas to maximise the likelihood of a sale. Well-displayed, strategically-placed products can boost impulse buying.
Create the right customer flow
How your sales area is organised plays a crucial role in customer experience. It's important to guide your customers naturally through the shop, avoiding traffic jams. A fluid path helps them to explore all the sections and increases the time spent in-shop.
Tip: Choose an "S" or "U" shaped path that allows customers to explore the whole shop. Put new products and special offers on the right-hand side, as customers tend to head in this direction when they enter.
Use lighting to your advantage
Lighting is an often-underestimated element in merchandising, but it can radically change the atmosphere of a shop and the way products are perceived. Good lighting enhances the colours and textures of items, and can also create a warm or modern atmosphere to match your brand identity.
Tip: Combine mood lighting and spotlights to create focus on specific products or sections. Well thought-out lighting encourages customers to linger longer.
Choose the right furniture and product displays
The choice of furniture influences customers’ perception of a shop. Shelves, display units and mannequins must be carefully selected to be in harmony with the shop's identity, while also remaining functional.
Tip: Opt for modern, modular racks that can be easily rearranged as required. Using steamers to remove wrinkles from clothes in the shop guarantees that your items are always immaculate and ready to catch the eye of your customers.
Make the most of stock rotation
Changing your product layout frequently is essential for maintaining regular customers’ interest. Alternating products at the top of display shelves or in the windows will liven up the shop and encourage customers to discover new items each time they visit.
Tip: Plan a regular rotation of collections or products that you want to highlight. This will create a sense of exclusivity and urgency, encouraging customers to buy more quickly so as not to miss an opportunity.
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Use signage and storytelling
Storytelling plays a major role in merchandising. Explain the story of your products through displays, labels or visuals. Good signage provides information about trends, promotions or product quality, while reinforcing your brand image.
Tip: Incorporate brand stories and clear product information to encourage purchases. For example, by explaining the materials or origin of items, you can better connect your customers to your products.
Offer a multi-sensory experience
To stand out from the competition, offering a customer experience that engages several senses is essential. Visuals are important, but combine them with scents, appropriate background music, and even textures that are pleasant to the touch, to make the experience unforgettable.
Tip: Play music to match the mood of the shop and use pleasant scents to create a soothing atmosphere and encourage your customers to take their time.