In the world of retail, visual merchandising is defined as the art and science of displaying and presenting products to their best advantage. This means that when a product is on display, it should have the opportunity to tell its own story and sell itself. You want to do anything possible to make your products look appealing and draw attention to them. And while this may not always be the case, we have some helpful tips for applying retail visual merchandising techniques in non-retail settings.

Since the retail environment is the most common use of visual merchandising, it’s easy to assume that visual merchandising must be the same in any environment outside of retail. However, this isn’t necessarily true. Visual merchandising techniques can be applied in small retail spaces within service-provides, such as restaurants, spas and salons. Rather than trying to sell a product that the business doesn’t carry, try using them as an opportunity for branding and marketing. Implementing retail visual merchandising techniques into these non-retail settings will help create an experience for the customer that is unique and personal. It can be as small as a table section or as large as an entire shop.

Is it really worth thinking about creative visual merchandising in these areas, if the retail component is not the bulk of the business?

It's true that most of the retail businesses out there don't have a large visual merchandising component. But if you're one of those businesses, it doesn't mean that you can't benefit from thinking about creative visual merchandising. Whether you are designing a retail space in a mall or clinic, having a creative visual merchandising can draw the eye of customers, create an inviting atmosphere and generate impulse buys.

The good news? It doesn't have to be hard or expensive! There are lots of ways to make sure your store is visually appealing without spending a fortune on new fixtures or extra staff time on organization.

*Photo credit: Kuba Los; Retail Design: NOLA Designs*

PUT YOURSELF IN YOUR CUSTOMERS’ SHOES

Entering savvy business mindsets, let’s think about the customers: They are not coming in for retail, but the services. The first step to showcasing your products is creating an environment that tells a story. You want to make the customer feel like they are part of the experience. To do this, get creative with your displays and use a variety of different props to show off your offerings. This will help the customer understand what you have to offer and they’ll be more likely to engage.

Should they have come for an appointment, they will have been waiting patiently before the scheduled time of their service begins. But what are some ways to entice visitors who first arrive with no idea of what awaits them within?

FOR SPAS

For instance, you're a spa; think about how things look, smell and sound - this is an experience after all! Create a minimalistic yet earthy space lined with natural materials which reflects the theme we've set out to achieve here - it needs to induce tranquility in our guests so that when it's finally time for treatment itself, we can make sure every detail is perfect and execute without fail. As tempting as it might be to showcase all of your wares at once - don't do it! Leave just enough anticipation for what comes next - give them something worth wandering over to see. Offer some sort of sitting area or designated zone that forces visitors to take note of these items and perhaps linger longer than anticipated if only because there isn't much else around!

At the end of every service, we must make sure to wrap up everything before leaving. Our customer has already been emotionally involved in the process - so much so that they've become soothed from all the physical contact over time. Since we're just getting started, it's important for us to make sure we leave them happy and satisfied with what we offer! After all, there is no point in having done a good job if our customers do not feel compelled to come back again because of how well their needs were met during their last visit.

When they exit - if they like their service, it's easy to sell them on new products. All we need to do is ask them how we can improve the experience next time and show them something that would compliment their treatment. It makes it easier for both parties because we've already developed a rapport with them and know what usually interests them based on their interactions. But for people who aren't interested or open about trying new things, we should try offering other items such as gifts or stocking stuffers to give them some ideas for when they go back home.

FOR RESTAURANTS

Now, pretend you are a restaurant. Customers flock towards your establishment after seeing the various food options that were on offer - even before they sit down! You've done it again - providing them with an excellent dining experience and leaving them wanting more; but don't worry, because now they're going to take what they saw here back home with them. Whether it's sharing their love for food with family members or looking for ways to relax at home alone, these clients don't just want food - they also enjoy extending their experience by taking home that special sauce or drink - don't be afraid to go outside of the box or even provide something new! Many people are tired of seeing the same old thing everywhere and may appreciate something different from time to time, after all!

Creativity is key!

For these service/experience-based businesses, the interactive portions of the business are key. While this may not always be feasible or possible depending on what type of business you're running and what it entails, you can incorporate some interactivity - taste testing, sniffing certain products, etc. But if you aren't in a position to offer this kind of experience right now, there is still plenty that you can do to sell through senses so that customers leave with a lasting impression that will help them remember why they love your business so much!

Don’t forget about the opportunity to entice gift-giving. Even when we are not in the mood to purchase something for ourselves, we think about loved ones that did not get to have the same experience, so make it easy for them to grab an easy gift for them.

As with any business, those principles would be applied to each area when setting up different sections in a store. The areas themselves should take cues from the type of products sold: First being the launch zone where campaigns can be displayed among other relevant themes via visual merchandising displays; then comes essentials such as items that customers know will always be available for purchase; next come point-of-purchase sections for marketing certain things more easily based off what has been established before it and what sells well at those locations. Each space is utilized differently for wait time, cash registers, or even just thinking about what types of goods might do well at each location depending on who they're targeting.

LET’S GET STARTED…

When you're starting out, it can be tempting to focus on the big picture of what you want to accomplish. But if you don't break down the work into pieces and think about how each piece will fit into your overall strategy, you won't be able to get the most out of your efforts. So when you're conceptualizing your business’ visual identity, don't forget that it should also represent how you want customers to feel about your business.

Here are some questions to ask yourself: What kind of experience do I want my customers to have? What emotions do I want them to feel? How can I represent those emotions visually? And what other touchpoints can we use to support this visual identity—like signage or print materials—and help customers connect with it?

If you are a service-based business and want to create a more appealing retail environment, reach out to VM ID. We are happy to help you reach your greatest potential!

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