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Visual Merchandising Techniques

A retail store is much more than a collection of merchandise arranged in haphazard fashion. Retailers go to great lengths to create an environment that guides shoppers through the store and entices them to make additional, often unplanned purchases.


You can employ a number of visual merchandising techniques to make specific products more noticeable and to create a desired store image.

End Caps

Display sales items on end caps, fixtures at the end of aisles and facing the main aisles of your store. These displays will grab the attention of customers as they wander through the store. A common end-cap technique is cross-merchandising, where related items are grouped together to encourage add-on sales. An example of this would be when a grocery store displays spaghetti sauce with pasta

Micromerchandising

Draw attention to certain products in an otherwise mundane middle section of a long aisle with micromerchandising. Accomplish this by using a different type of shelving or fixture than the rest of the aisle or by implementing a different color scheme. Customers who would normally walk by the section without taking notice may be intrigued enough by the change of scenery to stop for further investigation.

Theme Displays

Use theme displays as a method of cross-merchandising by building displays around a special event or holiday. For example, grocers often build large displays around a football theme for the Super Bowl using a wide variety of snack items. More creative merchandisers might take it a step further by building a mini football stadium with cases of soda and displaying a variety of tailgating products in the area around it.

 

Technology

Advances in technology have led to the use of visual devices such as flat-screen televisions to broadcast in-store advertising messages. You can use this technology to provide information about store services or special sales and demonstrate new products. Take the concept even further by offering kiosks with touch-screen computers that function as interactive sales tools, allowing customers to learn more about products and services and even place orders.

DIGITAL STOREFRONTS

 

DIGITAL STOREFRONTS

 

ویترین دیجیتال

 Have you ever visited a shopping mall after closing time? Or walked through a street with empty stores? Often this is very depressing. It’s abandoned, because there is simply nothing to do. Digital storefronts can contribute to a lively surrounding, even when stores are closed or empty.

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The psychology of retail marketing

 

 

 



 It’s a jungle in there. Literally, from the brain’s point of view, when your customers walk into your store, regions of their brains react the same way they did when our ancient predecessors made their dangerous progress across the Serengeti.


 

In this sense, shopping is very serious business, requiring survival skills developed over thousands of years.

For example, what would you guess would alarm the subconscious, setting off a 100,000-year-old internal warning system as you wander the aisles?

The answer is something as common as an end cap. It triggers what neuroscience describes as an avoidance response deep within the subconscious. The sharp edges of the metal shelves pose a potential threat —just as the sharp tip of a branch would on the savannah. Shoppers could be blinded, cut, perhaps bleed to death.

Ridiculous in today’s world? Of course, but the brain still registers the danger and responds accordingly. It alerts the body to the subconsciously perceived threats and directs shoppers to avoid them.

The brain is geared, from evolution’s millennia, to seek out and protect you from the dangers that lurk around you. That sharp corner—of the end cap or your kitchen cabinet—represents just such a threat, and your brain cannot help but react instantaneously, and subconsciously, to avoid it.

The brain dislikes straight lines and sharp edges. Where possible, avoiding incorporating sharp lines in a store setting makes the experience much more pleasing to the brain.

In many studies across categories and retailers, we have found display devices with rounded edges to have greater levels of neurological effectiveness, and shelf dividers known as “blades” with rounded edges to outperform regular linear dividers. The lesson here is to remove the perceived threat that sharp edges present, and the uber-watchdog, that 24/7 sentry sitting atop your shoulders—your subconscious mind—will relax and be happy.


 

This principle was confirmed in a recent study for another food manufacturer. Here’s what we did, and what we discovered:

  • Variables tested: three aisle designs (one with rounded edges)
  • Gender map: 50 percent male and 50 percent female
  • Findings: the design with rounded corners significantly outperformed the other two designs. Rolling this out in test markets resulted in a significant increase in sales—15 percent. That’s how much the brain likes rounded edges.

 


 

What else prompts your subconscious to respond when you’re roaming the retail range?

Our in-store studies have revealed another intriguing fact. It appears the brain prefers natural textures. The exact same aisles with the same products and features with alterations in textures performed significantly differently, the key learning being natural textures seem to evoke a deep emotional response in the brain. We humans are creatures of nature, and as such, we are neurologically oriented to find the sight, feel, scent, and even the sound of things like wood, grass, leaves, and water familiar, comfortable, and inviting.

 

The subconscious can be “fooled” to a limited degree, though. For example, plastic representations of wooden surfaces can substitute for the real thing, if executed authentically and plausibly.

 

Source:www.retailcustomerexperience.com

 

 

 

 

 

 

Adidas interactive mannequins



 

Adidas designed a new concept for window shopping: an interactive wall that lets shoppers not only explore the new collection of Adidas, but also play and eventually buy items.


 

What is it? 

 

At its flagship store in Nuremberg, Adidas tested a new window shopping concept, where shoppers could interact with the brand by touching the interactive screen. Hence, shoppers are challenged in a different way: rather than looking at the collection of the brand, Adidas really invited them to relate to the brand, both during opening and closed hours. Shoppers can decide which clothing (from the NEO fashion line) the model should show, play with the tool or connect their phones to, for example, share or buy items.



 

How does it work?

 

One can interact and play with the application by simply touching the hotspots on the screen, thereby making it possible to play with a life-size digital model that will show product details and play with the product. Additionally, shoppers can connect their smartphone to the tool and add items to a personal shopping bag. By firstly using a specific URLcode, one gets its personal shopping bag where products can be easily added by only using a pincode. Once the item appears on the smartphone screen of the shopper, they can purchase, edit, share or e-mail it.



What is its core value?

 

As Adidas explains themselves, they want to explore new ways to interact with their consumers, especially as virtualization and personalization become increasingly important. By offering new services such as these, Adidas wants to claim its position in the competitive market and wants to further develop virtual products that are accurate enough for decision-making.



Source: www.fashionretailfuture.com

The psychology of color at retail

 

The psychology of color at retail

 The one major psychological influence that all retailers can — and do — make use of is color. Color can be everything to a successful store, if the palettes work well across the whole shop and complement other elements such as product displays and lighting.

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