Research Results Show that Visual Merchandising has Impact on Your Sales
Getting and getting more retailers are realizing the value of visual merchandising to increase sales volume.
In fact, more department stores nowadays are already hiring visual artists, graphic designers, fine arts artist, window dressers and other related professionals to become in-house visual merchandisers and perform visual merchandising responsibilities; hence, many schools today are already offering visual merchandising course.
The major role of visual merchandisers is to maintain the good store image through effective graphic designs and attractive visual arts with the aim of increasing foot traffic to the store and to boost the income.
Why visual merchandising is getting its importance?
Visuals Have Great Impact
The sense of sight has the greatest impact compared with the other senses. Experimental psychologist Red Rui Tela (Treicher) confirmed through experiments that 83% of human information is obtained from the sense of sight, 11% comes from sense hearing, 94% comes from the combination of sense sight and hearing, 3.5% from the sense of smell, 1.5% from the sense of touch, 1% from the sense of taste.
Aside from this fact, human being in nature has “to see is too believe” principle. Not excusing myself, our attention is easily captured by what is unique, beautiful, unusual, rare and extremely ugly; we stray from what is unpleasing and move closer to what is attractive. Don’t even deny it.
Knowing that human information is obtained higher using the combination of different senses (e.g. the combination of the sense of sight and hearing obtains 94% information), retailers go beyond visuals and apply other sensory input in visual merchandising. That is why multimedia and interactive displays are having their important place in retail industry.
Display Can Increase Sales
The self service merchandise presentation which allows customers to have direct contact with the merchandise. Being known as the silent salesperson, visual merchandising introduces the merchandises to the customers, it calls the attention of the customers to come closer and make a purchase, it tells the consumers the information they needed about the products, it understands the needs of the customers and it even lure customers away from your store if it is unplanned and poorly done like an untrained salesperson.
The research carried out by Russell R. Mueller shows that displays can increase sales in excess of 540%, a well planned hot spot can increase sales by 229% and some of the items on Rolling Racks with signage posted sales increases well above 134%.
Visual Merchandising vs. Online Shopping
The availability of easy online shopping. It is not only true that we love what is FREE, we also love what is easy and instant so why customers should go to your store and queue up at the checkout counter if they can have shopping straight from their respective homes with great convenience? This is another challenge in visual merchandising – to bring customers back to your store over and over again and experience great convenience.
The experience of customers when they first come in your store would be the basis for them to come back or not for the next time; the storefront, the entrance, the lay-out, the signage, the presentation of you merchandise, the lighting, the music, the scent and other elements would determine your success and failure in selling your merchandise.
Because of the effectiveness of visual merchandising in-store, the concept is recently applied on the internet world and is now known as “online visual merchandising”.
Visual merchandising is already proven to be effective by others who have done and are doing this; if will not do and exceeds what your competitors are doing, you’ll surely be left behind.
I look forward that this post has help you in a little way.
Thank you for reading. Godspeed!