Merchandising is a key element to attracting customer attention, maximising sales and improving the in-store experience. Merchandising optimization is the process of strategically arranging the retail space to create an attractive and functional environment. Here are some techniques and tips to optimise in-store merchandising and improve your sales performance.
Create a strong first impression
The store entrance is the first point of contact between your products and customers. It is therefore essential to take care of this area to immediately capture attention. Use impactful window displays with visual elements that tell a story, highlight your best products, or illustrate a current trend.
Tip: Opt for seasonal or thematic displays to create a constant renewal of visual interest, which encourages passersby to enter your store.
Using the Hot Spot Rule
Certain areas in the store naturally attract more attention than others. These “hot spots,” often located at the entrance or near the checkouts, should be used to highlight your flagship products or those on sale.
Tip: Place your high-margin items in these areas to maximize the likelihood of a sale. Well-displayed products, strategically placed, can boost impulse purchases.
Adopt good circulation
The organization of the retail space plays a crucial role in the customer experience. It is important to guide your customers naturally through the store, avoiding traffic jams. A fluid path helps to explore all sections and increases the time spent in the store.
Tip: Choose an “S” or “U” shaped path that allows customers to explore the entire store. Place new or promotional items on the right side, as customers tend to head in that direction when entering.
Using lighting to your advantage
Lighting is an often underestimated element in merchandising, but it can radically change the atmosphere of a store and the perception of products. Good lighting highlights the colors and textures of items, and can also create a warm or modern atmosphere depending on your brand identity.
Tip: Combine ambient lighting and spotlights to create focal points on specific products or sections. Well-designed lighting encourages the customer to linger longer.
Choosing the right furniture and presentation supports
The choice of furniture influences the perception of the store. Shelves, displays or mannequins must be carefully selected to be in harmony with the identity of the store, while being functional.
Tip: Opt for modular and modern racks that can be easily rearranged as needed. Using steamers to remove wrinkles from clothing in the store ensures that your items are always spotless and ready to catch the eye of customers.
Highlighting inventory rotation
Frequently renewing the layout of products is essential to maintain the interest of regular customers. Alternating products at the head of the gondola or in the window helps to liven up the store and encourage the discovery of new items with each visit.
Tip: Schedule a regular rotation of collections or products to feature. This creates a sense of exclusivity and urgency, encouraging customers to buy faster so they don’t miss out.
Read also: The steamer: the essential ally of ready-to-wear
Use signage and storytelling
Storytelling plays a major role in merchandising. Explain the story of your products through displays, labels or visuals. Good signage informs about trends, promotions or product quality, while reinforcing the brand image.
Tip: Incorporate brand stories and clear product information to encourage purchase. For example, explaining the materials or origin of items can help you better connect your customers with your products.
Offer a multi-sensory experience
To stand out from the competition, providing a customer experience that engages multiple senses is essential. Visuals are important, but pair them with scents, appropriate background music, and even tactile textures to make the experience unforgettable.
Tip: Play music that matches the ambiance of the store and pleasant scents to create a calming atmosphere and encourage your customers to take their time.