How your store's 'look' is secretly attracting (or repelling) customers

Uninspiring, stale, and forgettable are the last words you want to bring to mind when it comes to your brand or store. But here's the thing: No business owner sets out to create a brand that actively pushes customers away (or we're yet to meet them). Yet, all too often, unintentional missteps in visual merchandising (VM) can do precisely that.

You see, when visual merchandising is done right, it's magnetic. It's spellbinding, drawing customers in, compelling them to take action, and leaving them wanting more. It inspires desire and connection. Conjure up an image of the last time you walked into a store and felt an immediate pull and sense of excitement. Chances are, masterful visual merchandising was at play - perhaps even one of our very own creative alchemists was behind it.

The cost of neglecting visual merchandising

On the flip side, bad visual merchandising goes beyond disappointing aesthetics. It actively drives away customers and can lead to decreased sales, declining foot traffic, and disengaged customers. Now, while the specifics of strong aesthetics can be subjective, the impact on your bottom line is anything but.

At Mon + Co Agency, we're not just about pretty displays; we're about results at the register. We're talking about quantifiable metrics like sales figures, foot traffic numbers, and customer engagement rates. Because while you might think your store looks just fine, it could be unknowingly repelling potential customers.  

In today's ever-evolving retail landscape, standing still is akin to moving backwards. Innovation is no longer a luxury but a necessity. It's not all doom and gloom, though. Transformative visual merchandising solutions blend innovation, passion, and integrity to create retail environments that truly resonate.

So, without further ado, let's delve into the fundamentals…

What does a visual merchandiser do? And why do you need one? 

Visual merchandisers are the architects of the retail experience. We are the storytellers who create immersive experiences that enhance brands and maximise the potential of retail spaces. Our day-to-day responsibilities vary, from strategic inventory planning and efficient space management to the creative design and meticulous execution of captivating in-store installations and attention-grabbing window displays.

A strategic visual merchandiser's role is to refine and optimise every inch of a space, transforming concepts into tangible results. We understand consumer behaviour, brand messaging, how to connect with customers, and ultimately, how to drive engagement and increase sales. 

How does visual merchandising attract customers?  

Visual merchandising attracts customers through high-impact techniques designed to ignite their interest, craft unforgettable experiences, convey a brand's DNA, and inspire purchases. VM is not just about making products look pretty (although that happens too), nor is it just about the products; our approach is much deeper than that. We apply our expertise to ensure your products shine, your space thrives, and your brand's potential is realised.

Think of your visual merchandising as your most dedicated, tireless salesperson. It operates around the clock, 24 hours a day, seven days a week, consistently working to attract attention, actively engage potential customers, and subtly motivate them to make purchases. The impactful magic we create within the physical store environment also has a profound and positive impact on the overall customer experience, which, in turn, directly translates into increased sales and brand loyalty.

The VM mistakes we make along the retail way

Common visual merchandising mistakes can unintentionally repel customers even with the best intentions. Here are a handful of the common VM pitfalls to watch out for: 

1. The perils of packing too much in: Resist the urge to cram too many products into a single display. Overcrowding creates visual clutter and confuses customers, making it difficult for them to focus on individual items. Instead, keep your displays clean, fresh, and simple for maximum impact.

2. All chaos, no cohesion: Before implementing any visual merchandising strategy, ensure you have a clear message and aesthetic in mind. Without a cohesive theme, your displays will lack flow and fail to tell a compelling story.

3. The devil's in the details: Small details can make a big difference. Inconsistent hanging directions, sloppy folding, mismatched accessories, or damaged signage and products project an image of carelessness and can detract from the overall presentation.

4. Dust bunnies and disinterest: Stagnant displays quickly become invisible to returning customers. Regularly refresh your visual merchandising to keep things interesting, introduce new products effectively, and prevent merchandise from gathering dust.

5. The one-store wonder: Ensuring a consistent brand presentation across all store locations and upholding consistently high visual merchandising standards can be a significant challenge. However, inconsistency erodes brand trust and dilutes your brand's potency. Creating a positive and consistent experience across stores is key.

6. The secret's out (of your team's reach): Many retail employees may lack the necessary foundational training in core visual merchandising principles. This can lead to ineffective product displays, less-than-ideal product presentations, and missed sales opportunities. By investing in our teams' knowledge and understanding, we can give them the know-how to create inviting and effective store environments that drive sales, enhance brand image, and ultimately contribute to more magnetising success.

7. Careless hands, damaged brands: Improper merchandise handling, incorrect tagging practices, and a general lack of care for the overall brand image can significantly damage product integrity and create a negative and lasting impression on the customer. The solution? Comprehensive training (again).

How do you build a magnetic brand?

So, how do you build a magnetic brand that attracts loyal customers? Building a genuinely magnetic brand goes beyond just having great products; it's about creating an entire experience that resonates with your ideal customer. A brand that aligns with its ideal customers' values, emotions, and aspirations becomes irresistible. Here are key ways to make your brand a customer magnet:

The authentic magnet: Live and breathe your brand promise

At the heart of this magnetic pull lies authenticity. If your brand promotes sustainable living through eco-conscious fashion, your actions and values should genuinely reflect this commitment. From sourcing to packaging, every aspect of your business, including your visual merchandising, should align with the lifestyle you advocate.  

The storytelling magnet: Weaving your story into your store

Human beings are wired for stories and connections. Customers connect on a deeper level with brands that share meaningful and personal narratives. Highlight your brand's journey, the inspiration behind your products, and the impact you're making and bring these stories to life within your store.

The harmonious magnet: Creating consistency across all touchpoints

Consistency is the basis of brand recognition and trust. Ensure that your visual identity, brand messaging, and overall energy remain cohesive and recognisable across all customer touchpoints – whether it's your physical store, your online presence, or your social media channels. This unified experience builds trust and strengthens brand recognition.

The positive impressions magnet: Making a positive buying experience

Every interaction a customer has with your brand, from their initial social media engagement to their in-store experience and post-purchase follow-up, should be positive and uplifting. Visual merchandising is a powerful tool in shaping this crucial in-store experience, creating an inviting, intuitive, and enjoyable in-store environment.

You bet we delve into these crucial aspects and much more in our comprehensive courses and team training programs. Now, let's get specific: How does the above translate precisely in your store?

How to attract customers with VM

Ready to transform your store into a customer magnet? Here are our top visual merchandising tips for every retail environment:

1. Less is seriously more: Effective VM doesn't need to be overly complex or expensive. Simple strategies like grouping products by category and utilising colour blocking can create a visually appealing and easily navigable space. When in doubt, prioritise simplicity for maximum impact.

2. Spark imaginations: Always approach visual merchandising from the customer's perspective. Tell a story with your displays using curated colour palettes, thoughtfully styled mannequins, and strategic cross-merchandising to help customers envision how products fit into their lives and inspire those purchase decisions.

3. Numbers don't lie: Our approach to visual merchandising is driven by results, and data and insights inform every decision we make. Understand what's selling well, what's underperforming, what new arrivals are coming in, and what promotions are currently running. Remember, VM is your silent salesperson working 24/7 – its effectiveness should be measured and optimised for magnetic results.

4 . The art of arrangement: Creating a sense of visual balance is crucial. Maintain consistent fixture heights, even spacing between displayed items, and strategic use of symmetry to create a more organised and visually appealing environment with a sense of order and sophistication.

5. Polish your presentation: Cultivate an unwavering eye for detail. Ensure tags are tucked, garments are zipped and folded neatly, and mannequins are dressed correctly. While these seemingly minor actions might not seem significant, their collective impact on the overall presentation enhances your brand's magnetic pull.

While we would love to condense our years of expertise into a single post, the world of visual merchandising is vast and ever-evolving. At Mon + Co Agency, we're passionate about sharing our knowledge to equip you with the essential tips, tricks, and proven strategies we use daily to deliver magnetic results across numerous retail spaces.

How can I learn visual merchandising?

Visual merchandising is an art, a strategy, and a science—and it takes time to master. Through our training and mentoring programs, we teach the art of visual merchandising, empowering aspiring VM professionals and retail staff at all levels to become alchemists of their own spaces. We share the fundamentals of store presentation, standards, optimising your spaces for sales and customer experience, and ultimately, attracting customers with magnetic visual merchandising. Get in touch to learn more.