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Signs or show cards are often used as part of the display or sometimes a sign stands alone as a display in itself. The right selling sign can make a display more effective. Signs, by giving information, can provide the extra stimulation needed to cause the customer to make a purchase. Signs can do the talking for a display. A sign can state price, sizes, fabrics, colours and tell where merchandise is located within the store. Signs can also tell customers how they will benefit from using the merchandise. Signs are often used to give information about a special event that is going to take place.
- An effective show card should do the following
- Be informative Be brief
- Use common words
- Relate to the merchandise in mood and appearance Look professional
- Be neat and clean
- Be timely
- Sell customer benefits Arouse interest
- Arouse interest
Creating an Effective display:
An effective display is one that attracts the attention of shoppers and sells them the merchandise. A number of factors contribute to the effectiveness of a display. To produce effective displays, the visual merchandiser should do the following:
- Plan the display in advance allowing sufficient time for installation.
- Select the best merchandise to display. Merchandise should be in demand and should appeal to the store's target market. A store's stars should be displayed, not its dogs.
- Change displays often. The frequency of change depends on the type of display, where it is located, and the type of traffic passing the display.
- Make proper use of the elements and principles of design in arranging the display. Consider emphasis, balance, harmony and rhythm. Also, colour, line, texture and form all influence effective display.
- Provide for proper eye movement throughout the display. The viewer's eye should move through the display in a systematic fashion rather than jumping from one item to another.
- Group merchandise so that the display has an organized rather than a cluttered appearance.
- Keep the display in good taste and appropriate for the store's image.
- Display timely merchandise using a current theme.
- Use lighting to emphasize the merchandise.
- Keep display area, merchandise, and props neat and clean at all times.
- Use a show card as part of the display when appropriate. Follow the rules for designing an effective show card.
Video Merchandising:
Video merchandising is another form of visual merchandising becoming increasingly important to retail stores. Videotaped fashion shows and interviews with designers play on video monitors throughout many stores. Some videos are produced by retailers, other by manufacturers.
Personal selling:
Personal selling is another activity of sales promotion. It differs from the non personal sales promotion activities of advertising, publicity and special events because it involves direct one on one contact between customer and salesperson. Thus personal selling is the only "personal" sales promotion activity. With personal selling the salesperson talks directly to the customer and is able to present the benefits and selling features of the merchandise. The salesperson has an opportunity to overcome objections the customer may have to the merchandise by demonstrating it and answering questions. The salesperson also may increase sales by trading up or suggestion selling.
Trading up is obtaining larger sales by
- Selling more than one of the same items.
- Selling a larger size of the same item as in a larger bottle of makeup or perfume or,
- selling higher-priced, better quality merchandise.
Suggestion selling is a method of increasing the sale by
- Suggesting related items that will go with the customer's original purchase or,
- Suggesting a substitute item.
VM and Design:
What consumers notice first in a retail store? Well, it is the appearance of the store. The retail stores design creates the first impression upon the viewer’s mind. Nicely designed and well maintained retail stores attract the consumers. Here in this category, you will find articles with information on retail store designs and retail store visual merchandising.
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When setting up a retail store layout it is imperative to remember that image is absolutely everything. Atmosphere and irresistible visual merchandising displays are what attracts customers
- Importance of Store Designing
A well-planned retail store layout allows a retailer to maximize the sales for each square foot of the allocated selling space within the store
- Mannequin Mystique
New innovations have marked Mannequins, not just in terms of designs but also in their uses.
- Fit it right!
The fitting rooms in retail, once the most ignored part of retail store has turned up as the point where customer makes actual decision to buy the product.
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A powerful window display increases the footfall
- Signature Fixture: Do it right!
Match it with the brand-image.
- Innovation reaches try rooms!
Try rooms are given a facelift to influence the purchase decision.
- Mannequins: sculptures of success
Mannequins have always been an influential aspect of every retail display. A meticulous and attractive exhibit of mannequins can help your customers zero-in on buying their preferred merchandise. Let us find out how…
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It is the season of love and red is the colour of the day. Yes, it is Valentines Day and all retail stores don the valentine theme. If you still have not started, we will help you liven it up.
Staffing:
A retail venture needs adequate retail industry training for the employees to operate.  Continual retail staff training and development of retail staff is essential to ensure that a business is efficient, customer-focused and as profitable as possible. Articles on retail staffing, and tips on retail sales training is what we have featured here in this category.
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- Recognizing the training benefits
Importance of efficient sales team is well understood by the people who are running and managing businesses. What makes sales team a success is its capacity to attract new customers while keeping the old ones intact. Explore
- Motivate staff to boost sales
A highly motivated staff which achieves its goals is a dream for any employer. But this magic does not happen by itself. It takes a dedicated business owner to motivate the staff. Read on to know how...
Asset turns into liability:
Employee theft is a practice that has overtaken shoplifting as a reason for retail shrinkage. While retailers continue to struggle on internal theft, we recommend a few strategies to tackle the losses they suffer…
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