Walking into a big-box home improvement store makes getting lost in the possibilities easy. Aisles stretch before you endlessly, filled with products vying for your attention. But one display stops you in your tracks. It’s not just the powerful tools or the vibrant paint colors; it’s the story they tell. Welcome to the world of visual merchandising, where displays are more than just product showcases – they’re captivating narratives that draw you in.
Visual merchandising covers everything from floor and shelf displays to full endcap displays and in-store signage. Creating a visually appealing experience is the first step in connecting with shoppers. In fact, 85% of shoppers make purchasing decisions based on visual cues, and effective visual merchandising can increase sales by up to 20%! Intrigued? Read on to see how displays can transform your brand story from whispers to captivating conversations.
Why Visual Storytelling Matters
In a crowded marketplace, standing out can be challenging. Visuals are your silent ambassadors, capturing attention faster than words ever could. They create emotional connections, triggering aspirations and desires within your target audience. Imagine a beautifully staged patio display with twinkling lights and comfy seating, whispering possibilities of summer BBQs and laughter-filled evenings. Now compare that to a bland shelf stack of white patio chairs – which one paints a more interesting picture of the life your products enable?
From Inspiration to Persuasion
Visual storytelling isn’t just about pretty pictures; it’s about guiding your audience on a journey. Here are some key ingredients:
- The Hero: Feature your target customer in the story. Highlight their needs and aspirations and how your products help achieve them. Is it a family yearning for a more functional garage space or updated master bathroom? Showcase something beautifully organized, complete with storage solutions, updated décor and even kid-friendly touches.
- The Conflict: Acknowledge your customers’ pain points by showing them the “before” scenario. Draw them in with an in-person portrayal of what they’re feeling at home. Then…
- The Resolution: Position your brand as the “after” hero, offering solutions through your products. Imagine an organized garage with clever storage racks or a sleek bathroom with modern fixtures. Visualize the transformation!
- The Call to Action: Make it clear and easy for customers to take the next step. Include product information, QR codes directing them to a video or your website, or special offers to incentivize purchasing.
Challenges and Solutions
Bringing your brand story to life through visual merchandising can seem daunting but don’t worry. Here are some common challenges and solutions:
- Brand Standards: The majority of big-box retailers will have visual merchandising brand standards for everything, whether a small quarter pallet or a full 8’ bay. If you’d like your work to be considered, follow the standards as closely as possible.
- Merchant Approval: Kind of in relation to the above brand standards note, any submitted work will have to be run by the Visual Merchandising Merchant. There will more than likely be a few rounds of revisions as you go back and forth with them to achieve their creative vision, so keep this in mind for scheduling as well as budgeting. Speaking of…
- Budget Constraints: Repurpose materials, use natural elements like plants and lighting, and focus on storytelling through product arrangement and clever signage. Use QR codes on signage linking to online videos versus investing in touchscreens on in-store screen displays.
- Limited Space: Embrace verticality! Use wall displays, hanging shelves, and tiered platforms to maximize space and create visual interest.
- See the Future: Integrate technology into your displays with the understanding that everyone now has a video screen in their pocket. Use that to help showcase product information, augmented reality experiences that show customers how products would look in their homes and even social media walls that encourage engagement.
- Measuring Success: Track key metrics like foot traffic, dwell time near displays and post-purchase surveys to see if your displays resonate with your audience.
Remember, visual merchandising is an art form. Experiment, have fun and let your story unfold.
At Porchlight, we help home improvement retailers and brands stay top-of-mind, enhance digital experiences and make products shine brighter on shelves. If you know anyone needing our expertise and support, please forward our blogs to them.