In order to discuss the "Do's & Don'ts of Visual Merchandising"; let me summarize what Visual Merchandising is and why it is important for any successful retailer.
Visual Merchandising is the strategic placement of goods in your retail environment. When visual merchandising is done well, it looks easy. When it is executed without a strategy (both creatively and strategically) it screams "Visual Chaos". We all have been in retail environments where product is spewing off fixtures because the product is over stocked and hard to shop. We have also been in those retail environments where there is an ease of finding what you need and a clarity of product selection as well as stimulating presentations that invoke a sense of curiosity, discovery and thoughtfulness.
Let's discuss "The Do's of Visual Merchandising"
Best practices for Visual Merchandising starts with a plan! One may think that "visual merchandising" is all about the creative; but it isn't just that. A thoughtful Visual Merchandiser will pull reports each day to know what has sold, what is not selling and accessing overall success of Focal Fixtures throughout the store that drive revenue. If special promotions are currently running; accessing those displays to drive revenue during those key limited time period is key. Like a successful buyer; pulling reports each day and knowing how your customer is reacting to fixture displays, window treatments and overall in-store marketing related to those presentations is part of the job.
Walk the Store......EVERY DAY! After pulling reports a successful Visual Merchandiser will walk the entire store (this includes window displays). Take notes on what needs tidying, refolding, restocking, what needs re-merchandising due to sell through. If something is selling well and there is no more stock; a Visual Merchandiser should be planning how the story is massaged down and what other types of products can be added to a display to compliment the main story of the display. Take notes of all details that need to happen and then prioritize who does what.
Make a list and Prioritize your day! Once the list is done then prioritize assign to appropriate staff members. Quite often retail sales staff (non-visual merchandisers) will be available to re-fold, restock etc. Take advantage of this (especially in the AM and late PM hours when traffic in the retail environment may be less frequent.
Create a Display with "visual clarity and thoughtfulness" Having visual clarity for product stories is paramount for the consumer. As the consumer travels around the retail environment it is key to have impressive and thoughtful displays that engage the consumer. As a Visual Merchandiser, you are the story teller. Creating those product stories in a clean, neat and thoughtful way will draw the customer in. If successful, the customer lingers, explores and interacts with the products. Having product sized, well stocked and easy to find makes the shopping experience more pleasant. One may ask "what is visual clarity"? Having the right amount of product categories in a display creates visual clarity. Paying attention to trends, color stories and knowing how they compliment each other is key.
Having good Visual Merchandising Standards is another Do! The Visual Merchandiser has to navigate the right amount of product in story. Too much product options can kill a visual story. Too many colors in that story can also clutter up the main focus. Depending on the product type in your story... pay attention to color(s), scent offering, sizing, placement of product, building height and width in a display. Build small vignettes within the bigger story. Picturing yourself as a consumer can be helpful. As an example: If it is "back to school time period" a typical focal fixture will incorporate those products that have meaning to the shopper at that given time period. Stocking up on Jeans, Tees, Outerwear, Sweaters, School Supplies etc may be a focus. Stick to those focuses and then build secondary and tertiary stories celebrating those nuances of product stories around those focal fixtures.
Meet regularly with the Buying Team! Before planning out displays; understand how the buy was done. What did the buyer purchase the most of. What is the priority for that time period. Are there special holidays, promotions, campaigns going on. Relationships with buyers is really key! Once that focus is established and the Visual Merchandiser has the understanding from the buyer as to what they bought for those focuses; the plan for what goes on those focal fixtures as well as secondary and tertiary locations takes place.
Know your Trends & Seasonal Pantone Colors! Do your homework and understand your industry. The internet has some many groups to join and websites to go to for Trends for the Season as well as Color Stories. Any creative person should be versed in industry trends.
There are many more Do's but let's move on to the Don'ts of Visual Merchandising.
Don'ts of Visual Merchandising! Visual Merchandising can sometimes be subjective. If you are in a big box retailer; most likely the standards are set and there is a floorplan to work with for product placement. There are also Visual Merchandising Standards that are set. If you are a non-big box retailer; creating those stories may be completely up to the Visual Merchandising team. If the later is the case then follow these Don't of Visual Merchandising. What should a Visual Merchandiser avoid.
Simply put, don't assume your display will always work. Retail is ever changing as well as the flow of product coming in and out of the retail environment. Be flexible, understand that having the ability to adjust presentations for better sell through is a daily task. Don't think that what you merchandised today will remain the same for an any given allotted period of time. It is not a bad thing if product is selling well and you need to adjust plans for the day.
Another Don't to be aware of is don't be an island! It is your job to partner with store staff, store management in order to get the job done. Simple folding tasks (or even restocking) is part of any retail staff's job.
Don't assume that store staff will know where you merchandised everything! Converse with store staff and management if major changes were made with movement of product. It is also good to communicate any special nuances about the products so staff will understand the new brand features etc.... Staff enjoys having new stories in the store and it is most helpful to know where product is located when assisting customers.
There are so many more Do's and Don'ts of Visual Merchandising that can be discussed but for now... start with the essentials. Make a plan, partner and ready, set, go!
Ollie Mae & Cole, LLC is well versed in curating from scratch Visual Merchandising Standard Manuals, Floorsets as well as Annual Business Plans with Focality in Product drops on a seasonal basis. Having a good plan is KEY! Reach out and ask for Kat!
Email me at olliemaeandcole@gmail.com for a FREE Consultation. Also, check out our menu of services at olliemaeandcole.com
Talk to you soon!
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