If you are looking to increase sales in your store, you will need to increase product visibility. With stiff competition from rich product information in e-Commerce and constant access to smartphones where shoppers can research products online before buying, product visibility in-store can make or break a sale.
We live in a world where the experience economy has transformed the retail space, shops are no longer a place just to buy goods, but the place where shoppers have an experience of discovery. This experience of products can make a significant contribution to choosing those products. Retailers and CPG suppliers have to focus increasingly 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:
1. Make your visuals appealing to boost retail sales
Did you know that 83 % of the information our brains process comes through our sense of sight? If your products look attractive, that can be a driving force in catching the eye of your customers. Make your displays multi-dimensional by mixing visual interest. Add color, depth, and height where you can and have a focal point, in order to have items to focus on and the overall display isn’t overwhelming. Graphics and imagery can also add personality to your store’s identity.
2. Ensure your display reflects your brand
Your visuals should strongly reflect your brand and product identity. Color-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.
"Over 75% of global consumers feel that brands should contribute to issues they care about."
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3. Think about your target customer’s 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 core shoppers are young adults, engaging music, enticing fragrances and familiar photography may make them feel welcome to create a powerful and longer-lasting experience.
4. Focus on signage clarity when making your products stand out
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.
5. Use retail technology to improve product displays
The impact of digital technology and specialist software within the retail space is growing at a phenomenal rate. One report states that 63% of consumers said that digital signage catches their attention. With this in mind, consider putting retail technology to work in your advantage. There are a lot of solutions, such as ours at Tokinomo, and tools that can increase product visibility and help you get your product noticed.
6. 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 kept at a consistent, high standard. 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 top priority.
7. Product visibility fundamental: make the first few seconds count
It is within the first few seconds of being in a shop when customers are easily approachable 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.
Every journey to improve your store and sales has its ups and downs. You cannot tackle every problem at once, you need to prioritize. Understanding your customer's needs and keeping in mind the availability of your resources, you can start making changes that can be translated into increased sales. Have you tried any of the methods stated above? Is there anything in particular that worked for you?