Visual Merchandising Guide

If you operate a shop floor, you already know how important it is to make products stand out on the shelves. With limited printed information or literature available in-store, you can't rely on words alone to convince customers to buy. This is where visual merchandising techniques come in, helping you create eye-catching displays that encourage shoppers to make that all-important purchase.

In this article, we’ll explore what visual merchandising is, why it’s important, and the techniques you can use to turn your store into an engaging, sales-driving environment.

What is visual merchandising 

Visual merchandising is about creating displays that attract shoppers and encourage them to explore your products. It combines design principles with marketing strategies to make your store more engaging and increase the chances of purchases. 

At its core, it’s about understanding your audience and showcasing products in a way that highlights their appeal. This could mean focusing on aesthetics, functionality, or practicality, depending on the item. Done well, visual merchandising not only drives sales but also strengthens your brand and creates an environment that motivates customers to buy there and then.

Successful visual merchandising strategies usually rely on four key elements:

• Store exterior – Everything outside your store, from window displays and marquees to the entrance, sets the first impression and draws people inside.
• Store layout – A logical flow guides customers through your space, making it easier to navigate and discover products. This includes selling areas, staff zones, and merchandising space.
• Interior displays – How merchandise is showcased inside the store matters. Free-standing display units (FSDUs) and internal promotional displays highlight key products and offers.
• Store design – The interior, including floors, walls, fixtures, fittings, and lighting, sets the tone for the shopping experience. Lighting can emphasise key products and create mood, while colour schemes reinforce your brand identity.

Why visual merchandising is important

Visual merchandising does more than make your store look attractive, it influences how customers feel, shop, and buy. Effective displays:

• Capture attention – draw shoppers in and make products stand out.
• Guide the customer journey – create a logical flow that makes it easy to explore your store.
• Reduce barriers to purchase – help customers find and choose products with ease.
• Encourage exploration – Inspire shoppers to engage with products they might not have considered.
• Boost sales – thoughtful displays increase the likelihood of purchases.
• Build brand connections – create memorable experiences that encourage repeat visits.

By carefully designing every element of your store, you increase engagement and create an environment that keeps customers coming back.

How to improve your visual merchandising  

Creating a store that looks appealing is only the first step. Effective visual merchandising shapes how customers experience your products and guides them toward making a purchase. The following strategies show how to engage shoppers, highlight your products, and drive sales.

1. Customer Experiences

Sometimes, seeing isn’t enough to convince customers. That’s where product testing and sampling come in, engaging your target market while driving footfall. First popularised by a soap company in the 1800s, sampling remains a trusted method for standing out in a crowded market. It lets shoppers ‘try before they buy’ while tapping into the irresistible appeal of free products.

An eye-catching display and a friendly face can draw attention, but samples are what really seal the deal. Once customers experience your product, it builds confidence in their purchase, boosts brand exposure, and encourages repeat buyers, which is the ultimate goal for any in-store marketer.

2. Product placement and grouping 

Where you place your products can be just as important as the products themselves. Grouping complementary items together and positioning high-demand or seasonal products at eye level can guide shoppers naturally through your store. 

Strategic placement not only makes it easier for customers to find what they need but also encourages additional purchases by highlighting related items and creating an intuitive, enjoyable shopping experience.

3. Use of colour and lighting  

Colour and lighting are powerful tools in visual merchandising. Bright, contrasting colours can draw attention to key products, while softer tones create a more relaxed shopping environment. 

Similarly, well-planned lighting can highlight featured items, create depth, and influence mood. By carefully considering both colour and lighting, you can guide shoppers’ focus, enhance the perceived value of products, and ultimately drive sales.

4. Interactive displays 

Humans naturally engage more with things they can interact with, and this is a powerful tool in a retail environment. After all, influencing consumer behaviour is exactly what visual merchandising is all about.

Interactive displays featuring touch screens, sounds, and varied textures help immerse shoppers in your store experience. Incorporating these elements can boost engagement and, ultimately, translate into increased sales.

5. Checkout displays and FSDUs

The final barrier before a purchase is made is the checkout. While this may seem like a place to tread carefully, it is actually an ideal spot to boost your marketing efforts. The average shopper makes three unplanned purchases in four out of every ten store visits, showing that people love to be persuaded at the point of purchase.

One key tool for this is the FSDU, or free-standing display unit. Placed beside the checkout or in the queueing area, these units encourage shoppers to make small impulse purchases at the moment they hit the checkout. FSDUs are highly effective in retail stores, particularly supermarkets and clothing stores, where low-value essentials such as socks, underwear, or refreshments are often offered.

Get in touch with us today 

Implementing visual merchandising strategies can be challenging, especially if it is not your area of expertise. That is where the Dee Set team can help, providing the support you need to boost in-store sales.

We will learn what makes your brand and products unique and assess your store layouts to develop a tailored plan that hits the mark.

To find out more about our full-service field marketing solutions, keep exploring our site, give us a call, or fill out our online form to take the first step towards a fully optimised store environment today.

Want to see how we can help your brand grow? Get in touch with our expert team today!