Merchandising in the broadest sense is the activity of displaying and arranging products and props to promote the products and services you sell in your salon or clinic. In a salon or clinic setting, visual display merchandising can include window displays, shelf signage, samples and giveaways, in-store demonstrations, well-stocked shelves and spotlighting promotional items. Below are our top tips for executing your visual merchandise like a pro.

Merchandising "Dos":

• Start with a goal. Know your objective. Do you need to move limited stock, introduce a new category, provide samples, explain or educate?

• Create seasonal displays. Use the seasons as your prop or starting point when developing a display

• Connect with the senses. Create visual displays that stimulate a client’s interest in a product or brand by igniting the senses - sight, sound, smell, taste and touch.
  
  
• Create Viewpoint Movement. Create a powerful display using the six viewpoints (space, story, time, emotion, movement and shape) to help influence the viewpoint of the consumer.

• Focus on the consumer ‘importance’. Consumers like to be part of the decision so include a way for self-selection.

• Make it easy. The easier it is for people to understand and purchase, the more sales you will make.

• Don’t leave people guessing. Display a price list or include it on the products to help people make a decision.

• In-store signage. Use marketing collateral to create a first and lasting impression in high traffic areas such as treatment rooms, waiting rooms and even window displays.

Merchandising "Don’ts"

• Don’t create busy displays. It overwhelms people and they walk away.
  
  
• Don’t display mass amounts of excess stock. People won’t be able to see past the clutter. Keep it clean, clear and simple.

• Don’t turn the lights off. Keep focus lights on the displays for after-hours passers-by.

• Don’t block walkways. Allow room for people to walk around the displays.

• Don’t assume. Never assume someone knows how to use a product, people want to feel smart and well informed when they make a purchase. Give them all the information they need.

• Don’t make your own brand. Stick to the brand guidelines of the products you sell when creating any marketing collateral not provided by them.

• Don’t be too wordy. People don’t read. Keep words simple and minimal. For example ‘Save’, ‘Free’, ‘Healthy’, ‘Multi’ and ‘Quick’.