The 6 Components

Visual merchandising is comprised of six components: image, layout, presentation, signing, display and events. Everything you do within the store- how you develop your layout, your presentation, your signage's, your displays and your events- must fit into the image you choose to create.

Going the extra distance with the display and merchandising of product throughout your store can not only impact immediate sales but can also help you create an identity and ambience that work to build a loyal customer base. Unless you have a strong sense of design, this area of your business may seem confusing.

Studies indicate that a retailer has roughly 3-5 seconds to capture the attention of a passing customer. The following elements combine to form a distinctive image that not only reaches out and grabs the customer's attention, but makes a positive impression within those precious few seconds.

Before you begin to adjust the design, display, and merchandising of your store you must have a clear understanding of the image you wish to project.

In addition to creating visual image & excitement, remember to keep the five senses in mind when laying out your store. For instance, music related to your store concept and merchandise selections will help create an overall mood. Aroma therapy can work wonders; introduce a light scent such as perfumes or potpourri (remember to keep the scent light, a heavy odor can drive customers away). Where appropriate, allow your customers to touch and "experience" the merchandise.

To do that you will need to understand the demographics of the community in which your store is located. What age groups are represented? What is the average income? What lifestyle do they live or aspire to? What interests do they pursue? Within that community you should identify the type of individual you hope to appeal to and gauge whether the population base can support the sales volume you need to succeed. Look at competitors within your market to see if there is a void you can fill. Whatever approach you take, a better understanding of who you are appealing to, and the message you wish to communicate, will make your displays more focused, more effective and easier to create.

To give you a more hands-on sense of how to display product, be sure to shop at other stores. Whether or not the stores you visit carry like product, a trip through your local mall can offer adaptable ideas. When you browse through the many catalogs that reach you through the mail, look for ideas. Vignettes and presentations pictured may be duplicated or trigger an idea for a fabulous creation. Lastly when attending shows, don't forget to note the innovative exhibit display techniques you see."