Visual MerchandisingWorkshop

Dubbo Regional Council’s Ignite Skills Building Program

Tuesday 28th March 2017

• Designed to help Dubbo businesses establish an understanding of the importance of visual merchandising

• Workshops and One-on-One coaching

Introduction to Dubbo Regional Council’s Ignite Program

Laila Hage-Ali

With over a decade working in the marketing industry Laila has the unique ability to seamlessly blend strategic business objectives with practical yet innovative marketing solutions to assist any organisation achieve its goals.

Samantha Singer

An integrated marketer, Samantha has a wealth of experience gained from working across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working on integrated marketing solutions. Her strength lies in her attention to detail and efficiency.

Today’s Speakers

Samantha SingerLaila Hage-Ali

FREE One-on-One CoachingSenior Marketing Consultants

One-on-One Coaching:

• Tuesday 28th March• Wednesday 29th March• Thursday 30th March

Customised action plan

2 Minute Introductions

What would you like to achieve from this workshop?

• How to change passive lookers into active buyers• Design principles and objectives• How to use Visual Merchandising to direct traffic flow• How to best use available standard fixtures• The future of Visual Merchandising• Q & A

Session Overview

Passive Lookers Active Buyers

Impact of the Visual

83%SIGHT

11% HEARING

3.5% SMELL

1.5% TOUCH

1% TASTE

Why is VM Important?• Visual Merchandising helps to engage and inspire

shoppers• To encourage shoppers to buy more of the products

you want them to buy• To increase your sales, margin and return on space

Visual Merchandising is communicating with the target

audience in windows and stores by attracting, connecting and

engaging with customers

Making a Good First Impression

Making a Good First Impression• Looking in, can you see the store or just a window

display?• Is it clean? (dust, dirt and cobweb free)• Are all posters and products current and still looking

fresh?• How is the lighting?

Your Window• Your opportunity for a good first impression• Begin the selling process even before someone

enters your store• Suggest the type of merchandise you carry• Promotional vs Institutional Displays

Your Premises: ExternalThings You Might be Overlooking• Street Numbers• Signage• Entry• Opening Hours

Instilling Confidence• Well lit displays• Clear aisles• Wide walk ways• Clearly ticketed products

More than Aesthetics• VM is about more than what your store looks like• It’s about practicality• Customers should be able to locate categories

and merchandise• Customers should be able to self- select where

possible

How to Avoid Overwhelming Consumers & Instil Confidence• Monthly Floor Space Analysis• Well Lit Displays• Clear, Concise Signage

Design Principles & Objectives

VM Success Factors

Signage

Lighting

Uniforms

MenuPOS Colour

Shape & Texture

Packaging

Ticketing

Presentation

Shop Windows• Think about what kind of a store you have. • What does your business do?• Does your Store Window reflect this?

Unifying Your Brand• POS stands create a unified image within any store.• They point customers’ attention to special offers or

new products

Customer MagnetsA great in store visual display acts as a magnetIt can draw people into the store in the first placeIt can direct attention to a specific area of the storeIt can move customers through your store

Store Layout• Stairs and Elevators act as barriers

• Top selling merchandise: Offers, New Collections; should be displayed on the Ground Floor.

• Busiest Areas are the store entrance, pathways and areas to customer’s right.

• Less Busy Areas are the middle aisles and areas to the customer’s left as well us upper/lower floors

As Far as the Eye Can See• When furnishing your store, it’s important that the

customer has a good overall view of the retail space.

The Back WallYour back wall has three functional zones1. Top Zone: Use this for information2. Middle Zone: Showcase the merchandise3. Bottom Zone: Showcase the range

Using Colours• Group ‘like ranges’ together• Ie: Brights, Pastels, Muted Tones, Earth Tones and

Neutrals

Pricing Tickets• The layout and style of your pricing tickets should

be determined by the product.• Theme Tickets• Price Tickets• Hard Sell/Soft Sells• Known Value• Unknown Value

Non Known Value Lines• Pre-shaped• Hamburgers

• Perfect bun size• Easy storage• Fast defrost & microwave

• 6 for $2.50• Great for BBQs

Name of Product

3 Benefits

Price of ProductClosing Motivator

Correctly Facing Products• Face more than 3 of a product when:• It’s a trendy item• The product is in season• It’s featuring in the media• You’re currently promoting it• Supplier is currently promoting it

Direct Traffic Flow

Store Wide VisualsUsing a theme in your window display and continuing

it throughout your interior creates a streamlined appearance that encourages customers to move through the displays

Placement of Product

Using Available Fixtures

Banners• Quick and Easy to install• Hang straight down from the ceiling or stretch

across walls• Generic ‘SALE’ or ‘NEW STOCK ADDED’ banners can

be reused and stored easily

Wall Graphics• Wallpaper, paint, fabric or canvas prints• Dramatically changes the look season to season• Use logos or season images• Good Quality prints can look striking

Display• Can be used to divide up

space & create store sections

• Screens or structures can feature company logos/slogans or even specific info & images related to seasonal offerings or products

Gondolas• Colour Blocking: Colour block vertically and colour

blend from light to dark (left to right usually)

Dump Bins & Specials Table• Don’t over-crowd the specials area • Dump Bin products should be the same price• Use a price sign to highlight the special

Interior Displays• Show customers what’s new• Show customers how to put together a whole look• Good displays help create multiple sales

Online Visual MerchandisingYour Website is your Online Store

• Keep it Clean• Make sure customers can find what they’re looking

for• Think about Colour Theory and use of Fonts

Website VM Checklist• How clear is your navigation menu? • Are you items catalogued logically?• How easy is your e-com process?• Declutter your home page. • Ensure your contact details are easy to find and use• Don’t use industry jargon• Do you have a search function?

Colours and Branding Online• Does your web presence reflect your physical store?• Does your web presence reflect your brand?• Do you have a brand guideline and a VIG for your

company?• Are call to action buttons easy to distinguish?• Is your logo prominent?

SEO and SEM• Can your customers easily find your business

online?• Does Google recognise you by your Brand Name?• Does Google recognise you by your key

products/services and area?• If not, do you need help with SEO and/or SEM to

rectify this?

Show us what you’ve learnt

Friday 31st March from 5:30pm

Register on EventBrite: IGNITE Dubbo: Graduation Event

Next Steps

Laila Hage-Ali02 9458 7812Laila.hage-ali@australianbusiness.com.au

Samantha Singer02 9458 7074samantha.singer@australianbusiness.com.au

Sign up for our free One-on-One coaching