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Do Visual Merchandising Play with Customer’s Perception?


We are living in an era full of surprising developments. Whether it is good or bad, human psychology and brain are no more mysterious concepts. Nowadays the role of the visual merchandisers is becoming more important due to wide range of data we gather about what effects human’s shopping habits.

Visual merchandising has changed since the days of the early 1900's department store creative; they are not anymore, the only communicator of the brand. With most marketing and advertising strategies now reflecting aspirational lifestyle choices, the modern art of visual merchandising must mirror and enhance on this - the storefront window only being the beginning of the reflection. Retailers must remember to keep investing in the heart and soul of their business- the physical store environment.

1- Feel Good Factor: The researches show us that shop windows effect the mood of the customers by colour, focal point (what catches the customer’s eyes), shop layout…etc. It is all about creating a powerful insight on the customer as, “There is a new world which will make me feel good inside this store, I have to go in and be the part of it.”

2-Creating New Experiences: Technology’s overall impact on retail and shopping experience is becoming the combination of tech-enabled features combined with staff expertise. For instance, Amazon Go Store in Seattle let shoppers just pick up their desired products and walk out before they are charged via their Amazon app. once they’ve left the premises, he said retailers may no longer simply have to merchandise goods to appeal to people; they must be displayed with tech-centric considerations factored in. Technology is a must because of the new demands of the consumers for accurate inventory and ease of shopping. This will prompt an in-store display rethink.

3-Artistic Approach: Here are fantastic examples of unique visual merchandising from two retailers in Singapore. Japanese company 45R has a flagship store at Singapore’s Capitol Piazza, with clothes placed in an interior incorporating Japanese hinoki wood that resembles the country's traditional temples. Asian brand house Mporium, also found in Singapore, stands out for its unusual flooring and angular storage decorations, which help inject high drama into the process of selling fashion items. It seems like Asia is the trendsetter of this revolution.

4-Using Facade As An Experience Space: The scope of the shop windows changed a lot as stores became experience spaces. More than ever, the physical store has to be looked at as a place to sell more than just merchandise. Modern consumers, especially the millennial generation, crave experiences. All the facade of the store is a tool to reflect the concept of your store since store windows may not be enough to catch the customer’s attention, especially in the new year season. The stores have to use each space wisely in this competitive environment.

5-Telling Your Story: Visual merchandising has now become more about reflecting the soul of the time, our values and our aspirations.

As brands and retailers increasingly invest in their online efforts, there is a recognizable need to remember the value of the physical retail store to the customer experience and wider brand identity. As such, the question is often raised; will eCommerce bring about the end of brick and mortar stores? The answer is a big “no”! The future of retail is not brick and mortar or digital engagement; but rather all of them.

Don’t forget to take your place in this holistic dialogue opportunity with your customer as the new meaning of visual merchandising is to “exist”. And “to be or not to be that is the question” as Shakespeare says.