How We Became VM ID
Happy birthday to us!
Where has the time gone? Just seven years ago, we took a leap of faith and created VM ID to help our favourite businesses enhance their retail spaces and grow their clientele.
To celebrate this milestone, we want to share the story of how VM ID came to be, the challenges we faced along the way, and where we are seven years later.
VM ID's founder, Ani Nersessian, launched the business in 2017 after leaving her corporate role as the Visual Merchandising Coordinator for Adidas and Reebok stores across Canada. As a VM Coordinator, Ani excelled at directing visual merchandising for monthly campaigns and product launches, managing a nationwide VM training program, and overseeing new store roll-outs from planning to execution. Despite her love and passion for the job, and after going through difficult health challenges, something felt off, and Ani soon realized she needed a different path.
Instead of returning to a corporate VM Coordinator role, she drew inspiration from her experiences at Adidas Group and other retail positions, such as Holt Renfrew in Toronto. Ani saw that smaller businesses needed and deserved access to the same tools and expertise. This realization led to the creation of VM ID—a place where professional visual merchandisers can help retail businesses of any size incorporate and benefit from professional VM resources.
Now, after seven years, hundreds of projects, and many happy clients later, we wanted to celebrate our anniversary by opening the vault and sharing our top three most popular tips for visual merchandising newbies (You may want to screenshot this if you’re a retail store owner!).
1. Sell the Products, Not Yourself
Visual merchandising isn’t about showcasing your artistic talents; it’s about boosting business. Focus on presenting your products in ways that drive sales.
2. Start from the Beginning, Not the End
Physical merchandising is usually the final step. Begin with a comprehensive plan that considers the space, customer goals, upcoming campaigns, and competitors' branding. This strategic approach will make your VM work more effective.
3. Keep Your Eyes Fresh
Even the best merchandisers need constant renewal and inspiration. Keep exploring premium shopping spaces, browsing online for ideas, and immersing yourself in retail environments. Your excitement and fresh perspective will reflect in your work!
Visual merchandising is essential for any retail business, not just when a product is being presented for sale. The specifics of the service or operation can vary from one business to another, which is why we always suggest starting your VM journey with a free Discovery Call.
During this call, we’ll transparently advise you on the most suitable package to meet your needs. Not sure what you need? Get in touch with us and we can chat further about what services would be best suited for your business, whether it’s a Full Space Audit, a Retail Revamp or even a Walk-Through Assessment.