Visual Merchandising Activities

Window Display

The window display is most often the first visual contact customers have with a store. Its main objective is to attract the attention of potential customers and encourage them to enter the store.
It’s important that the window display is not effectively raising interest and creating desire, customers may overlook the store.
Good window displays should be striking and engaging, but should also be refreshed regularly to maintain customer interest.

The layout should guide the customer journey throughout the store.
It can include elements such as different floorings, lighting to guide the way, and signage to indicate where different products or product categories are.
Ineffective layouts can lead to customer confusion and frustration, which can hurt sales.

Product placement usually follows the principle of “eye-level is buy level”. This means the most profitable items are placed at the customer’s eye level.
Properly executed product placement can help increase units per transaction. It helps cross-selling and upselling by strategically locating items that tend to be bought together.
Endcaps (displays at the end of aisles) are often used for promotional or seasonal items due to their high visibility.

Point of sale displays include fixtures near the cash registers, these fixtures often hold impulse buys or small accessories.
A point of sale displays often advertise a sale or promotion. It could also be used to promote the benefits of owning a store card.
Regularly rotating the items displayed at the point of sale keeps the displays fresh, keeps buyers’ interested and helps moving more merchandise.

Signage can direct shoppers to departments, inform them of sales or explain how to use products.
The use of cultural product and price signs within the store can also reflect the brand’s image.
It’s important that the signage is clear, concise, and in line with the brand’s image and voice.

Mannequins and other types of displays help customers visualize how products look when used or worn.
They can also be used to promote certain styles or outfits, encouraging customers to buy multiple items.
It’s important that mannequins and displays are updated regularly and reflect current fashion trends.