Shoppers are visually attracted to merchandise that is both creatively promoted, and attractively displayed. While the most important reason for business owners to differentiate between displaying goods and truly effective merchandising is profit, there are three primary benefits to accomplishing the task, including successful conversion, customer comfort and shopper loyalty.
Turning browsers into buyers occurs when shoppers are inspired to own popular goods that their peers are purchasing. Merchandising is much more than arranging products for sale, it’s all about:
Appealing presentation; and
Gaining customers attention
When a customer can visually identify the location of a brand, it allows them the opportunity to approach a display quickly and select a product they may be interested in buying. When products are presented attractively, it’s more difficult for shoppers to pass-by without considering the purchase. Gaining customers attention can be an effective marketing tactic because it welcomes them into the store, keeps them engaged and interested while shopping and fulfills the shopper’s desire to buy.
Comfortable customers enjoy lingering longer and can take advantage of being immersed in a brand experience. Shoppers get a sense of belonging when they physically spend time in shops that are designed with them in mind. Store appearance and ambiance helps generate new customers, establish existing shopper loyalty and provides a setting for those shopping alongside another to relax and allow their partner to spend time making purchases. Marketing has a considerable branding component to it, now more than ever, which makes shopper loyalty the third, key benefit in effective merchandising.
Creating shopper loyalty isn’t acheived overnight. There are certain aspects that keep customers coming back which include:
Product awareness; and
An excellent example of how merchandising correlates to product awareness, reputation and shopper loyalty is recognizable when visualizing some of the world’s most popular brands. What these brands all have in common is the way that they are presented to consumers. According to this site, iconic brand retail displays encourage customers to recall products they’re interested in purchasing, by thinking about how the products were tangibly available for them to pick-up. Further, when it comes to kiosks, stands and necessary fixtures to display and merchandise products, such components contribute to the overall look, feel and shopping experience of each brand, making them as valuable as the actual products in some cases.
The difference between effective merchandising and simply displaying goods comes down to the way buyers interpret the sales effort. Products displayed with purpose, and retailers that merchandise effectively, contribute to shopper attitudes about products and enhance the buyers experience by adding perceived value. Incorporating purposeful strategy gets buyers engaged with the products that sellers are promoting and creates a continued desire to acquire additional products down the road. Effective merchandising equals loyal customers and increased revenues every time.