Even during the recent crisis and lock downs, I've been working. One of my clients that I did display and merchandising for, including traning her staff, has just gone out of business after trying to stay afloat the last three years. It wasn't due to her display or merchandising. It was due to shoppers coming in recently and making the comment, "I'm glad you're still here." but not making a purchase! She realized she had become entertainment for shoppers happy to get out and about, without masks, or so much social distancing, but also less motivated to spend money in such uncertain times.
Main Purpose of Merchandising and Display: All my educational materials and semiars begin with the words: "Goods to be sold, must first be seen." Whether you are shopping online or in a bricks and mortar store, you want to SEE what's available if you are searching for something specific, or not. The benefit of a real store is that the other senses kick in with taste (food samples) smell, and touch, not just sight and sound. For my client her windows were the first impression of traffic, vehicle or pedistrian. Therefore, it was important to have them attractive, change them often, even a little weekly for regulars, and use good lighting for extra impact and focus of details.
Merchandising and display is also to enhance the shopping experience. Categorizing and arranging items helps the shopper in a hurry to make a bee line for what they are looking for. Category (department) is first and then brand POP or color, and then size, and other features that justify the price: high or low. A complaint on a website recently showed the purchase of a designer dress online that turned out to be for a doll! Just like in the picture, but a very wrong size! Unless the important deatils and descriptions aren't in the online ad, researching is necessary and trying it on in a real store is the best.
Windows and Websites: If you have a store front, or a face from a tent in a market, that is considered a 'window' and your window online if your website, or social media page. Here too it's all about what is seen. I have a saying about store windows: 100% go by! Of that number what percent are you attracting, at least slowing down to take a closer look? Pay attention when you shop to what slows you down or stops you to take a closer look, or walk in and check out more.
Four Motivaters from Merchandising: To reach the maximum number of shoppers in your target your displays should do one or more of these four things:
VMP Display Consultant for 25 years. Consulting, Instructing, Public Speaking and Writing.