If you are looking to increase sales in your store, you will need to boost product visibility. When there is stiff competition from the e-Commerce market and with constant access to smartphones so shoppers can research products online, product visibility in-store can make or break a sale.
We now live in a world where the experience economy has transformed the retail space; shops are no longer a place just to buy goods, but where shoppers have an experience of discovery, compelling them to then buy a product. Retailers increasingly have to focus on their customers and their experience, so merchandise is presented in a way that engages their imagination, persuading them to buy the products on offer. Here are some smart and simple tips to boost product visibility and engagement.
Make your visuals appealing
Did you know that 83 percent of the information our brains process comes through our sense of sight? Whether your products look attractive can be a driving force in catching the eye of your customers. Make your displays multi-dimensional by mixing visual interest. Add colour, depth and height where you can and have a focal point, so there are certain items to focus on and the display isn’t overwhelming. Graphics and imagery can also add personality to your store’s identity.
Ensure your display reflects your brand
Your visuals should strongly reflect your brand and product identity. Colour-blocking can be a useful tool to grab attention and reflect a brand, as can using simple and bold shapes. According to a recent study, over 75 percent of global consumers feel that brands should contribute to issues they care about, so if your brand plays a role in a cause or mission beyond everyday operations, allow this to shine through.
Think about your target market and their ‘experience’
When it comes to driving sales and enhancing product visuals, think about the products in relation to the target customer. Individuality is at the heart of these experiences because customers will remember their shopping experience for the way it made them feel. Study the lifestyle and demographics around the target customer and their possible emotional connection to the product. So for example, if your target shoppers are young adults, engaging music, enticing fragrances and familiar photography may make them feel welcome to create a powerful and longer-lasting experience.
Curate information clearly
It has been proven many times that if shoppers cannot find what they are looking for because they are presented with too many options, they will give up rather than push on to make a decision. With this in mind, always ensure that your products are clearly organized, so shoppers can find them more quickly, improving their shopping experience. When it comes to signage, clarity is essential. All signs must be clear and succinct with just enough information to inform your customers, without making them feel overwhelmed. If you are promoting certain items, keep the promotional signage visible, logical and clear-cut.
Improve product displays with technology
The impact of digital technology and specialist software within the retail space is growing at a phenomenal rate. One report stated that 63 percent of people digital signage catches their attention. So, consider using technology to your advantage. There are a lot of products, such as Tokinomo, and tools that serve this purpose and will help you get your product noticed.
Remember customer service is key
One consistent way to drive traffic into your store and to improve product visibility is to provide excellent customer service. First impressions count and customer interaction in-store needs to be handled perfectly. Store associates need to make the customers their number one focus. Whilst their role will probably involve other tasks, such as counting inventory, stocking and manning the checkout, their interaction with customers should be considered their most important role.
Make the first few seconds count
It is within the first few seconds of a being in a shop when customers are easily marketable and you can engage with them. Your team will need to be equipped with communication skills, industry knowledge and deep product knowledge to engage the customer properly. Some buyers might prefer to browse without being interrupted but staff should be available to go the extra mile to offer valuable advice and product demonstrations.