1. Merchandising

The Who, What, Where, and Why of the Key Elements of Visual Merchandising

In today’s crowded retail landscape, capturing customers’ attention and standing out from the competition is harder than ever. That’s where a strategically designed product display comes in. By telling a story, creating an emotional connection, and highlighting your product’s unique value, a well-crafted display can stop customers in their tracks and drive sales.

But before you start building, there are a few key questions to answer:

What products do you want to feature?

Decide which products you want to showcase. Displays can highlight a single flagship product or a curated selection. Consider this: odd numbers of items often create a more visually appealing arrangement. Also, think about future-proofing your display. Designing it with flexibility in mind allows for easy updates and additions as new products launch, controlling costs over time. Investing more upfront can save you from costly retrofits down the road.

Why – What is the main goal?

What’s the primary purpose of your display? Is it a new product launch, promotion, or something else? Of course, the ultimate goal is to sell, but to do that effectively, you need to connect with your target customer. Start by identifying who that customer is and what motivates them to buy.

Consider their needs, desires, and pain points. How does your product solve a problem or improve their life? When you deeply understand your customer and align your display with their goals, you’ll create a compelling experience that drives sales.

What’s your budget for the display?

Are you aiming for clean and simple or a show-stopping WOW factor? Consider the costs of interactivity, lighting, LEDs, power, sound, and multimedia elements. Think about updates too – investing more upfront in consistent, branded components can save you money and hassle in the long run.

Having a clear budget number helps your design team provide options that fit your budget. Be wary of designers who promise the moon without a realistic budget. A final, locked-in price comes after all engineering and details are nailed down. Honest companies provide ranges and aim for the lower end, with a buffer for unexpected factors.

Where will the display live?

Understanding the retailer’s specifications and space constraints is key. Design for versatility to maximize Return on Investment. The more units you’re producing, the better you amortize costs like labor or tooling details. Aim for versatility so the display can work in multiple locations and with different products. With some strategic thinking, you can create a display that provides great value across many retail settings.

How long is this to be in retail?

If it is a simple packaged piece that will be sold and tossed upon sell thru? Then consider a simple corrugate pdq type of detail. If you’re looking at detail and time – 3, 6 months, 1 year or longer, consider something that will stand the test of time. A variety of materials from PVC and acrylic to metal, can be used to your price advantage as well as the electronic components needed.

Product details & Branding Guideline’s?

If you can provide your brand guidelines, as well as clear product descriptions, photos, engineering details or even a sample of the product to the team is a must. This helps in multiple ways – designer’s get a stronger sense of the product they are designing for – engineers get a better idea of the connection and electronic details, and it helps to understand the benefits and features of each item quickly.

With these details, we can help you to be well on your way to creating a display that drives real results. In today’s competitive retail landscape, a well-designed product display is no longer a nice-to-have; it’s a must-have for any brand serious about capturing market share and driving growth.

This guest blog post was provided by Cornerstone Display Group, an award-winning point-of-purchase design agency. For 20+ years, the Cornerstone Display Group has been designing, engineering, and producing innovative in-store merchandising solutions from startups to Fortune 100 companies. For more information on how Cornerstone Display Group can help with your next point-of-purchase project, contact Jennifer Walton at [email protected].

The post The Who, What, Where, and Why of the Key Elements of Visual Merchandising appeared first on Retailbound.

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