Mordor Intelligence projects U.S. retailers to reach sales of $8.8 trillion in 2025 and more than $10 trillion by 2030. The sheer scale of the retail industry breeds intense competition among retailers. Capturing the attention of customers and converting foot traffic into sales is a constant challenge.
One of the most effective strategies for overcoming this challenge is through visual merchandising. This blog will explore the concepts behind visual merchandising, retail graphic design and how effective retail experiential design can turn an ordinary retail store display into a brand-building, register-ringing point of difference for the retailer.
What is Visual Merchandising?
Visual merchandising is the practice of designing and arranging retail spaces to enhance the aesthetic appeal of products and create an engaging shopping experience. It involves the strategic placement of products, the use of color, lighting, signage and other visual elements to attract customers and influence their purchasing decisions.
The goal of visual merchandising is not only to make the store visually appealing but also to communicate the brand's identity and values — ultimately driving sales. Conceptually, visual merchandising can be broken down into several key components.
Store Layout
Layout encompasses the overall arrangement of the store including the placement of aisles, shelves and displays. Retail architects know that effective retail store display design begins with traffic flow through the entire space. A well-thought-out architectural layout guides customers through the store, encouraging them to explore different sections and helping them discover new products as they encounter various types of product display solutions.
Window Displays
Often the first point of contact between the retailer and potential customers, window displays can draw people into the store and set the tone for the shopping experience that lies within.
Product Placement
Product placement involves the strategic positioning of products to highlight bestsellers, new arrivals or promotional items. Effective product placement can increase visibility and encourage impulse purchases. Custom retail store displays and product display cases are fundamental components of product placement. The more eye-catching and engaging the retail store display design is, the more likely it is to drive sales at the point of purchase.
Signage and Graphics
Informative and attractive retail signage can guide customers, provide product information and promote special offers. Graphics and visuals can also reinforce the brand's identity and create a cohesive aesthetic.
Lighting
Proper lighting can enhance the appearance of products, create a specific mood and guide shoppers to key areas of the store. Different types of lighting — such as ambient, accent and task lighting — can be used to achieve various effects. Lighting is especially powerful when used to draw attention to individual retail store displays.
How Does Visual Merchandising Drive Sales?
Visual merchandising plays a crucial role in driving sales by creating an inviting and stimulating retail shopping environment. It accomplishes this goal by acting on several levels.
Attracting Customers
Attractive window displays and well-designed store layouts can draw customers into the store. Once inside, engaging retail store display designs and a pleasant atmosphere can encourage them to spend more time browsing.
Enhancing Product Appeal
By presenting merchandise in an appealing and organized manner, custom display cases and other in-store display solutions maximize product features and benefits. This can motivate customers and increase the likelihood of purchase.
Encouraging Impulse Buys
Strategically placed custom retail displays can prompt shoppers to make impulse purchases. For example, placing small, inexpensive items near the checkout area can lead to high-margin, last-minute additions to the shopping cart.
Creating a Memorable Experience
Effective retail experiential design can leave a lasting impression on customers, encouraging repeat visits and fostering brand loyalty. Memorable visual elements, such as clever displays or unique interactive features, use the senses to immerse shoppers in the brand on a deeper level.
Communicating Promotions and Offers
High-visibility signage and thoughtful retail store display design can be used to inform customers about things like promotions, discounts and new arrivals. This creates a sense of urgency and encourages customers to take advantage of limited-time offers.
What Makes A Good Store Display?
Effective retail store display design involves a combination of creativity, strategic planning and attention to detail. There are several elements to consider.
Theme and Storytelling
A cohesive theme or story can make a retail store display more engaging and memorable. Whether it's a seasonal theme, a topical product story or an unwavering brand narrative, a well-defined retail graphic design concept can capture customers' attention and create an emotional connection.
Focal Points
Every product display case or in-store display solution should have a clear focal point that draws the eye and highlights the most important product attributes. This can be achieved through the use of color, lighting or strategic placement.
Balance and Harmony
Well-balanced retail experiential design results in a retail environment that is visually pleasing and easy to navigate. This involves arranging products in a way that creates a sense of harmony and avoids clutter. Symmetry, proportion and spacing are important considerations.
Materials
The choice of materials in retail store displays sends a strong message about your brand. Polished finishes in metal, stone and glass can be used to convey luxury and sophistication. Natural materials like wood and bamboo evoke feelings of warmth and comfort. An acrylic display case lends a modern, sleek look. The use of recycled and recyclable materials speaks to your commitment to ethical business practices.
Color and Lighting
As mentioned above, the use of color and lighting can significantly impact the effectiveness of retail store displays. Bright, bold colors attract attention while softer hues create a calming atmosphere. Lighting can be used to highlight key products and cultivate the desired mood.
Interactivity
Interactive elements, such as touchscreens or product demonstrations, can engage customers and encourage them to spend more time at a given product display case. This can enhance the shopping experience for the customer and drive sales for the retailer.
Flexibility
A product display solution should be adaptable and easy to update if it is to be effective — and cost-effective — over the long term. This allows retailers to keep displays fresh and relevant as they seek to accommodate new products, launch promotions and incorporate seasonality into their in-store marketing materials.
How Often Should Retailers Change Their Displays?
The ideal frequency for changing in-store display solutions depends on several factors including the type of store, the nature of the products sold, and the target audience. However, there are several guidelines that retailers commonly follow.
Seasonal Changes
Ideally, retailers should update their in-store retail display designs to reflect seasonal changes and holidays. This can include major holidays like Christmas, Easter and Halloween, as well as seasonal transitions like spring, summer, fall and winter. Seasonal retail store displays can create a sense of excitement and encourage customers to shop for specific occasions.
New Arrivals and Promotions
Whenever new products arrive or special promotions are launched, retailers should update their in-store marketing materials to highlight these changes. This keeps the store looking fresh and informs customers about the latest offerings.
Monthly or Bi-Monthly Updates
For general merchandise, a standard guideline is to update displays every one to two months. This prevents the store from looking stale and keeps customers engaged. Regular updates can also help retailers test different retail graphic design concepts and see what resonates best with their audience.
Customer Feedback and Sales Data
Retailers should pay attention to customer feedback and sales data to determine the effectiveness of their various store display cabinets and retail display backdrops. If a particular in-store display solution is not performing well, it may be time to change it. Conversely, if a display is driving strong sales, it may be worth keeping it for a longer period.
Special Events and Collaborations
Retailers can also update their in-store retail display designs for special events, collaborations or brand partnerships. For example, a pop-up display supporting a limited-time collaboration with a popular consumer brand can generate excitement and drive traffic to the store.
Effective Visual Merchandising Through Custom Retail Displays
Taylor is a custom retail display manufacturer specializing in the finer points of retail experiential design. We create many of the signs and graphics used by the nation’s leading retailers, as well as the custom store fixtures and displays they use to grow market share.
Our approach to retail graphic design and in-store display solutions always begins with the brand story. Bolster, a Taylor company, develops innovative visual merchandising strategies that drive sales while being mindful of function, durability and cost-effectiveness.
We are also an industry leader in the area of environmental sustainability. Taylor is one of the first U.S. companies to embrace recycled fabrics as its standard offering for retail signs, graphics and display products. Likewise, for rigid retail signs and graphics, we offer our customers the option of using Recrylic® recycled acrylic sheeting — the world’s only line of certified recycled acrylic. Everything is then produced through Taylor’s vast nationwide network of custom retail display manufacturing facilities for unbeatable speed to market.
See for yourself how Taylor combines services, storytelling, sustainability and scale to create custom in-store displays that attract customers and convert foot traffic into sales. Contact your Taylor representative to learn more.
