Deciding on a great visual display for your small business

There is a lot of competition on the high street. Your small business display competes with the big players, like Debenhams and, depending on where you are based, Selfridges, Harrods or John Lewis. These companies have the same common goal: to create attractive enough displays that you are charmed into entering the store and parting with your hard-earned cash. Valentino’s believes shops know that visualisation holds the key to purchasing; they have to create enough persuasion to entice the customers from the window and into the store.

You want to present a visual display that reflects whatever is going on in-store. The aforementioned Selfridges are the kings of visual display; they have been doing this for over a hundred years. They appeal to devoted customers and new window shoppers alike by having eye-catching designs promoting sales or new stock. They always keep displays looking tidy; everything they do is about brand recognition and consumer loyalty. Of course, the Selfridges workforce is thousands strong, including some very talented Visual Merchandisers and Designers. The basic principles they use are simple, so there is no reason why you cannot create something similar in your shop.

A visual display is a way that your shop connects with customers; it is the thing that they will most remember from their visit. Psychologically, shops use various tactics all the time to try and get buyers in through the door.

Be Eye-catching

The windows are the main gateway for customers into your shop. They shout your business’s message for all the World to see. That is why they can make or break sales; they reflect the heart of your business. An eye-catching window display is essential for getting customers through the door. Nobody notices (or talks about) the mundane.

There are many techniques that you can use to make your visual merchandising interesting without breaking the bank. Tell the story of your shop and its history, and, perhaps most importantly, identify what demographic you are trying to appeal to.

Keep it simple and clean

Don’t clutter up your window with too many ideas. Use invisible wires, bright colours, and layers to give a 3D effect. Think outside the box. Exceedingly cheap items, like balloons or glitter, can be mixed with props like mannequins to create a stunning display.

Clean windows are essential because they let customers see into the shop. Dead insects, smudges on the inside or outside, or cracks can all spoil the effect of even the most perfect visual displays.

Nicely positioned shelves can help create prime positions for your main stock. Planning out colour is essential when designing your visual display; colour coding and grouping similar shades together can make your display pop. Please keep it simple, create contrasting colours and peak customer interest by showing off your best stock on the eye-level shelves. There is also a fine line between full and cluttered.

Think about impulse buys!

Merchandise near the till or displayed on the aisle lines increases the rate of impulse buys. Think about the chocolate and chewing gum near the till in your local supermarket. Identify the bestselling “hot spots” in your shop, and ensure the shop shelving is in the appropriate places of the store.

Whether you are in a tiny or a large space in your shop, it is a guarantee that you can utilise whatever space you have effectively.

DIY unusual shelves can be made from bits of unused furniture and, in this case, an old ladder. These can further enhance the environment in your shop. Remember to spread everything out evenly. Customers will avoid cluttered areas, areas with too many staff, and dirty or neglected areas.

Lighting is essential for your shop to be a success

Customers cannot see your shop without lighting or assessing what you sell. Correct lighting for your shop can make you stand out in a big way.

Nothing is better than wandering down a darkened street in the evening and seeing a beautifully lit shop with an impressive visual display illuminating the stock. It warms customers up, draws their eyes to the focal point of your shop and gives them incredible buyer confidence.

The ambience in the store is important, and some specifically placed lighting can create that. Try to connect the mood in the shop with the lighting to further enhance your customers’ experience.

The importance of Mannequins

Mannequins are one of the most popular objects that are used in visual displays because they are perfect for communicating your stock to customers and they can be revamped each month to convey the latest trends. Mannequins are versatile, can be used in any number of ways and are the perfect way to present your stock to potential buyers.

Changing the position or stance of your mannequin can make a big difference to your display. Another great way to use mannequins in the display is to recreate well-known scenes that will appeal to your audience in a big way. Harrods may have more of a visual merchandising budget than the average small business, but they’re basic, tried and tested, and everyone can use methods. They deem it worth spending a proportion of their profit on a wonderful window display when loyal customers would still shop there even if they had no windows.

Aside from traditional mannequins, displays like these open up a whole new world and don’t cost as much to execute as you might think. A few well-placed props, mannequins and a great idea can have everyone in the city talking about your wonderful visual display.