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Visual Merchandising Dos and Don'ts

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’.

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