Visual Merchandising 101: What is Visual Merchandising, and How to Effectively Use Store Fixtures

Hey there! Welcome to Visual Merchandising 101, a new blog that helps 'newbies' working or managing a retail space to understand the basics of visual merchandising and become an expert at effective and successful merchandising strategies.

To let you know about me briefly in the realm of visual merchandising, I am and have been a store manager at Walgreens for five years now. Being employed with the company for almost ten years and starting out as a cashier when I was in high school, I have been able to learn firsthand the importance of visual merchandising and how it truly matters to your business and its bottom line. In my role today, visual merchandising is something that I am CONSTANTLY thinking of and utilizing on a day-to-day basis in my front-end.

WHAT IS VISUAL MERCHANDISING, AND HOW DOES IT RELATE TO YOUR BUSINESS?

Visual merchandising is all about “creating an atmosphere that motivates shoppers to become customers...(helping the store to) identify (their) brand image or concept while capturing the customer’s attention" (Diamond 2011).  Visual merchandising requires consistent attention to detail from store team members to manage their different types of displays and merchandising strategies that are showcased, ensuring they are fully stocked, accurately priced, and always neat and presentable.  Visual merchandising needs to, in a sense, scream value when customers come in and shop.  While visual merchandising may vary from retailer to retailer, any store that sells products to customers all have the same goal in mind - how to make visual merchandising appealing to consumers, being both "unique and functional" (Diamond, 2011).

Take a moment to think of a puzzle board and imagine all the intricate pieces required to complete it - each has its own unique detail to complete the masterpiece. When you think of visual merchandising, I want you to think of it like this: there are countless pieces that go to complete your overall goal, or your brand identity. In any store, your merchandising displays want to correlate to what you are promoting as a business, and to what your brand is authentic for to its individual client base. No matter what the display is or what fixture is used, all of these 'pieces' will and should come together to create your brand's identity within its visual merchandising. Visual merchandising does not have to be complicated, moreover it shouldn't. You should have fun in embracing the process of creating displays that not only make sense but also will attract those that come into your store every day, and make sure you are constantly checking the stock on it, the location of the display, and if you need to do anything to change it.

KEY STORE FIXTURES

Below are some examples of store fixtures that are effectively utilized to visually merchandise:

Window Displays

Window Display at a Department Store (Structural Plastics Corp., 2022)

Known for a customer's first impression on a business, window displays offer the look at a store from the exterior. Window displays are meant to draw customers in; these displays are important if a store's model allows as they complement the store theme, brand identity, and overall environment.

Display Cases

Fragrance Display Case at Walgreens (Photograph Taken by Author)

"Often made of glass or plastic, these transparent, free-standing cases are enclosed on (one or) all sides. They protect high-ticket items while making the products appear valuable" (Structural Plastics Corp., 2022).

Table Displays

Table Display Featured During a Walgreens "Beauty Must-Haves" Event (Photograph Taken by Author)

These displays are quite unique as they can vary from styles and design. Table Displays help to draw attention to merchandise that is featured and allows a business for easy set-up and take-down as promotions run. Table Displays are also a unique way to showcase more than just product - they can allow a business to share important and relevant information and materials that is meaningful to their shoppers.

Gondolas

Promotional Aisle at Walgreens During Halloween Season (Photograph Taken by Author)

Traditional to many retailers, gondolas are free-standing shelving units that display an array of product and "support cross-selling by showing complementary items alongside each other" (Structural Plastics Corp., 2022).

POP Displays

POP Display Showcasing Walgreens Owned Brand Value Items (Photograph Taken by Author)

Also known as point-of-purchase, these displays can be focused on fixtures such as floor stands around a store or endcaps at the start and end of aisles. The main focus of these displays is to "use signage, visual content, and interactive elements to guide visitors through the store or provide in-depth information about a brand or its products" (Structural Plastics Corp., 2022).

POS Displays

Walgreens Checkout Area (Business Wire, Inc.,2020)

Units at or near the checkouts, also known as point-of-sale areas of the store. These displays are often meant for quick, last-minute grabs for customers to get before finishing their visit at the store. These items, yet generally small, help to add to the customer basket and some extra money towards the customer's final purchases.

EFFECTIVE USAGE OF STORE FIXTURES

Now that you have learned about some basic store fixtures, here are some things you must keep in mind when executing on your merchandising to ensure you get it right:

Store Floor Plan

Zones on a Generic Store Floor Plan (Structural Plastics Corp., 2022)

Store Floor Plans are the backbone to your store's overall layout and visual merchandising and display strategy. Every business has a unique floor plan, and some areas to consider the right type of floor plan include what type of store they are, what specific merchandise they carry, and what floor model works best based off of consumers' behaviors. It is crucial for a business to track and observe customers' shopping habits and trends through consumer data reports and their own POS systems.

Store Signage

Signage Promoting Sales on Walgreens Owned Brand Products (Photograph Taken by Author)

One aspect of in-store signage can be advertising different marketing promotions or omnichannel touchpoints you provide to your customers. However, an even greater aspect of signage in visual merchandising and displays means ensuring accurate and clear pricing to your customers. Don't forget to make 'value' known to shoppers - make customers want to buy what you are promoting!

FINAL THOUGHTS/HOW TO MOVE FORWARD

No matter what your business is, effective visual merchandising and proper usage with the right store fixtures can go a long way to not only showcase your day-to-day merchandise, but also callout and attract customers to those featured items or eye-catching displays that will make them want to look and shop. Your own unique store environment and brand image should feel welcoming to any consumer and make them want to come back again and again.

I hope this first post has given you some useful information and intuitive thought on how you can better merchandise your store and make it visually pleasing to your consumers every day. Please share your feedback or ask any questions you may have - I would love to help you succeed! I will leave you with these next steps:

1. Walk your store and take charge - what areas can you improve on? How can you effectively manage your store's floor plan and create a visual merchandising plan that works for you? Are there new fixtures you should consider or existing fixtures you could 'spruce up'?

2. Analyze and track your customers' current shopping habits - what sells well? Are there any products that are trending or any products you hear from your customers that you would consider adding into your store?

3. Make this a team effort - don't do all the work by yourself. How can you effectively coach and train your team to support your new merchandising plan? What goals do you want to set to succeed? How can you ensure progress is being tracked and visual merchandising is consistently being worked on?

-Kevin

References

Business Wire, Inc. (2020, November 19). Walgreens Reinvents Nation’s Largest Health and Wellbeing-centered Loyalty Program with myWalgreens to Offer Customers Many More Benefits. Business Wire. https://www.businesswire.com/news/home/20201119005676/en/Walgreens-Reinvents-Nations-Largest-Health-and-Wellbeing-centered-Loyalty-Program-with-myWalgreens-to-Offer-Customers-Many-More-Benefits

Diamond, E., & Diamond, J. (2011). Contemporary visual merchandising and environmental design (5 th ed.). Upper Saddle River, NJ: Prentice Hall.

Structural Plastics Corp. (2022, January 26). The Ultimate Guide to Designing an Engaging Retail Store Layout retail store layout. SPC Retail. https://spc-retail.com/the-ultimate-guide-to-designing-an-engaging-retail-store-layout/