Infocus: Visual Merchandising

Ragtrader learns what it takes to look good from three visual merchandising experts.

When setting up shop, where do most retailers put display merchandising on their priority list?
Belinda Sheldrick  of Mei & Picchi
Merchandise planning and visual merchandising are often responded to with a different priority. The initial store set up period ensures that merchandise planning and product placement is high on the priority list, for best presentation results for store openings. The visual merchandising elements are often left to last on the list, and appear disjointed at times from the rest of the fit out and presentation standards achieved. The importance of merchandising in stores is crucial to the sales results that will be achieved. Merchandising offers ideas, inspiration, solutions and market identification to be achieved within the store environment.

Annie House of Display Design
In our experience most of our customers are very aware of the importance of display merchandising in the overall design and planning process of their stores. Albeit there are a number of key elements to be considered when creating a successful store, design concept, ie: analytics of products and market; functionality etc, the emphasis on product and the merchandising of same is key. It really determines such factors as layout/ fixturing type and overall aesthetic presentation requirements. For example: the most successful store designs are born out of the ability to clearly conceptualise and interpret the needs of the customer that you are trying to target. In order to achieve this, the retailer needs to analyse their products, market and desired image perception and, clearly convey this information, in detail, at the beginning of the store planning/ design process.

Mark Judd of OMA
This depends on whether it's an established retailer or a new store opening. Most retailers have their own preferred method of displaying their product. If they are an established retailer, the model for their merchandising has already been set. Generally speaking, store setup and merchandising are the last step in opening a store. It is therefore usually last in the list of priorities. Staffing may be planned from an early stage, but actual merchandising would only be considered after handover from the shopfitter.

Where should they put it?
Belinda Sheldrick of Mei & Picchi
It should be high on their priority list. Merchandising can either make you a success or not. You need to think about how you want to come across to your customers and also where you want to be positioned in the market place. The clarity of good merchandising adds to the shopping experience for your customer. The more enjoyable and inspiring, the longer they will stay in your store.

Annie House of Display Design
As detailed above, this aspect should be considered as an integral factor in the overall store design and development process. Essentially, this is where you can successfully create a point of differentiation from your competitors.  As we know, well planned, organised and visually effective store layout and merchandising communicates a very strong message to the customer/ target market. It serves to reinforce the quality and type of products the retailer stocks, the consistency and level of service that they provide, and most importantly, adds to the overall experience gained by the customer.  Whatever, the product, discount or high end, these characteristics should always be evident within the design, layout, merchandising mix and overall visual presentation/aesthetics of the store.

Mark Judd of OMA
Merchandising should be an integral part of the design process. Fixture design and placement are dependent on how a store is merchandised. Features such as lighting and signage also rely on merchandising for their selection and placement. Product presentation forms the basis of a store's image, so like marketing and advertising, should be considered early on.

What common traits do the best visual merchandisers share?
Belinda Sheldrick of Mei & Picchi
There are some great visual merchandisers in this country that we come across throughout our 6 showrooms that work with many of our clients. These people have generally a great eye for fashion, space planning, and the really good ones work closely with the buying teams and monitor stock, sales and customer responses and have the business knowledge and sense of urgency to react to all of these factors.

Annie House of Display Design
Personally they should have a passion, vision and desire to connect with the customer. Professionally, a visual merchandiser who is adept at creating eye-catching fashion displays has the ability to positively affect purchase behaviour and brand recognition. In order to do this he or she should have a thorough understanding of the elements  required to construct product displays, in a way, that entices the customer to stop and examine the merchandise in closer detail. In theory, the net result being, conversion of this interest into purchase intention.  Some initial findings, on research conducted into how people respond to visual merchandising, suggests that product displays do not totally sway purchase decision, however, determined that it did assist in making it 4 times more likely.  Other findings also ensued that the themes linked most strongly to consumer purchase intention were: merchandise colours, presentation style, awareness of fixtures, path finding, sensory qualities of materials and lighting.

Mark Judd of OMA
Creativity, style, cleanliness, attention to detail.

How much should retailers look at spending to get a good visual merchandising display in place?
Belinda Sheldrick of Mei & Picchi
The investment has to be time and consideration, not dollars. VM elements throughout a store can be very simple and still very effective. The statement has to be consistent and carry a clear message; it's about making it appealing and easy to buy, and directly talking to your customer.

Annie House of Display Design
In my opinion this would entirely depend on the budgetary constraint of each individual retailer. There is no magical figure or recipe that would ensure success. Again it gets back to having a thorough understanding of your product, market and ability to clearly conceptualise and interpret the needs of the customer that you are trying to target. It is quite important that retailers pay particular attention to the type of fittings, fixtures and hardware needed to accommodate the inventory they are merchandising. Merchandising systems and fixtures should be unobtrusive in appearance, durable and easy to use. A good merchandising system allows flexibility and ease of change to layout. This specifically entails to the amount of merchandise the system will accommodate in stock and display. Another key factor relates to the ease in, which shelving and display accessories can be adjusted to accommodate new stock levels or, simply, a change in presentation. From materials used in fixtures and fittings right through to the desired traffic flow within the store, there are many important factors to consider. Materials used should be durable, easy to clean and maintain by staff. Carpets, tiles etc, if victim to high traffic flow areas, need to be easily replaced when necessary. In an ideal world, the store, in two years time should look as good as it did on the first day it opened.

Mark Judd of OMA
Not sure on a fixed cost, but a plan should be in place for ongoing maintenance and updating of displays.

What is the most common mistake made by fashion retailers in regard to their visual displays?
Belinda Sheldrick of Mei & Picchi
Too many mixed messages in the one store environment.

Annie House of Display Design
In response to this question I guess from our industry perspective, it would be poor fixturing, layout and ineffective functionality. Again, this can relate back to many points detailed above about the 'complete design concept'. Personally, in my opinion, evident shortcomings I have witnessed include things such as poor traffic flow in and out of the store, overcrowded or conversely under stocked fixtures etc. These are just a few examples retailers may overlook in regards to sending the wrong message to their customer. 

Mark Judd of OMA
Clutter and poor lighting. Most common in window displays.