What is Visual Merchandising? To start with, visual merchandising is a must have for the Food Retail and Foodservice operator. You have heard it said time and again that people buy with their eyes, if your display is not visually appealing you aren't in the game. Visually appealing displays capture the attention of the consumer and easily translate into increased sales.
Fresh food displays is one area where technology hasn't caught up with or surpassed the showrooming habits seen in non-food retail. According to a recent study by the IDDBA, the on-location decision rate is at an all-time high of 76%. Consumers purchasing decisions were instigated where they:
- had a general idea of what they were looking to buy, but weren't brand specific
- made a substitution of brand or product at the location
- made a purchase on impulse
The same study revealed that more than 50% of fresh and prepared food buying decisions were made after they arrived at the location. The primary driver was that once on the location, 'something caught their eye'. Over 70% of those shoppers said that 'food items that were visually appealing' was one of the top three reasons they made the on the spot buying decision.
While shoppers are armed with the technology that gives them immediate access to data to make informed buying decisions, the reality is this: consumers can be persuaded and opportunities exist to influence consumer buying behavior through effective merchandising.
Food purveyors have direct control to highly influence buying patterns and behaviors. Through the effective use of color, landscaping, texture, communication and decor an operator can make these elements work together to influence consumers focal points and persuade them to purchase highlighted products.
The best visual merchandising displays capture attention. Typically a display will have a certain theme, after you have chosen a theme choose display pieces that 'fit' with the look otherwise a customer will be confused by an element of the display that doesn't fit. Simple is better. It is easier for the consumer to understand and makes a better statement. A few quality elements will have a bigger impact than complex displays that are harder for the eye to take in. If you make a customer work too hard to see what you are selling, you give them a reason to move on. Remember the customer will make their buying decision 3'-4' from the case and in addition studies have shown that buyers can take in about 4' of a display at a time. Each 4' area should speak for itself or provide direction for the eye to move through that space to another space you highlight.
While much of the choices revolve around your specific tastes and preferences, it is how you make those choices work within the five key elements of Visual Merchandising, color, landscape, texture, communication and decor that make for an effective display. While just about everyone can tell when a display is 'right' and it 'work's' understanding how those elements work together is key to achieving that right look. Each element should work in conjunction with one another to accomplish the goal of an effective display that will capture attention and turn a passive looker into an active buyer.
Landscaping:
This is the element that creates interest by creating an intriguing composition. Not only does landscape work in three dimensions - lateral, vertical and longitudinal, it also provides depth, movement and product flow. Used correctly the sequence of your offerings will tease and delight your customers into purchasing.
Typically we see either symmetrical or asymmetrical configurations. While symmetrical configurations not only draws the customers’ eye into the display and helps a customer feel a sense of well-being, it also encourages them to look at every option. Unlike flat displays that can make the eye skim over everything and see nothing, symmetrical landscaping is effective at helping you help your customer shop the entire offering. On the other hand asymmetrical setups pull attention to a specific area. It is an effective way to create flow and movement in the display and help highlight signature or high profit offerings. Asymmetrical landscaping is more challenging to do well, if you are new to visual merchandising, master symmetrical displays first. You will quickly become proficient and in time begin to see how and where to implement asymmetrical setups much quicker.
Landscaping has a powerful impact on visual merchandising. Raising a specific food item above another with a riser lets consumers know that this is a prime offering and that items below them, while equally important, are complementary. One tip for using risers is to keep the spacing between risers equal and not to use risers that lift products up so high that you see excess space underneath the item. Doing this draws the eye to the empty space making customers wonder what is beneath the item. Remember, your food is the star of the show, not the equipment. In highly effective landscaped sets the platters, bowls and risers dissappear and all you see is food. That is one way to know you have done well.
Texture:
This is the touch and feel of merchandising. The textures of vessels in which foods are displayed in, on and around have an impact on their aesthetic appeal. Texture is represented by anything from the food, to the vessels, to the decor.
Differentiating surface textures will have an impact on the emotional feeling a customer experiences. Choosing smooth surfaces reflects light and creates an overall brighter more joyful experience while rough textures tend to hold light and make for a warmer experience. Of course different materials will account for different textures. Wire has a more industrial feel while plastic exudes lightness and efficiency, and wicker invites a warm cozy feeling.
Once you have chosen the materials and their texture, then consider which foods and their textures work best with the textures and materials of the display vessel. Complementary textures suggest a sense of familiarity. Opposite textures are attention grabbers and can bring either humor of shock.
Textures should work together with the other elements whose main purpose is to point to the star of the display, your food, and support your overall theme for the case and the store.
Color:
Many consider color to be the soul of merchandising. There is much to consider when choosing colors for your case from the theme, to the store colors, to the food colors, and to your own preferences. Many studies on colors reveal that colors have certain associations. You will want those associations to match up with your own objectives for the operation.
Color Associations:
Blue: productive, relaxing, trustworthy, reliable
Green: pleasing, restful, tranquil, fresh, natural
Red: [use sparingly] passion, excitement, youth, bold
Yellow: warmth, happiness, optimism, clarity
Orange: exhilarating, vibrant, friendly, cheerful
Purple: creative, imaginative, wise, whimsical, royalty
Brown: eco-friendly, healthy, dependable, solid
Black: powerful, sleek, wealthy, luxurious
Pink: [caution-sometimes emits raw/undercooked] calming, romantic, feminine, innocent
Also remember, that the same color can belong to different color families. Avoid mixing color families in displays. For example, mixing earth tones with pastels sends a mixed message.
When choosing colors, again less is more. Avoid using more than three colors of bowls and platters within a display. It will confuse your customers and your employees as they may not remember what color went where effectively damaging the look of your display.
Communication: Using proper signage to communicate with consumers is a direct approach to boosting sales. At a minimum signage should say what the product is and how much it costs. Spelling counts as does clear clean looking signs. Studies have shown that your signs have about 5 seconds to engage customers.
It has to be right and readable. Use simple language and easy to read font styles and sizes. Quality takes precedence over quantity. Don't create visual clutter by using too many signs or have too much information on the sign which will only serve to confuse your customer.
Signage also serves as a way of reinforcing your brand. It is important to maintain a certain level of consistency throughout your establishment in order to strengthen your brand and provide consistency. Also, never ever tape signs to displays or glass fronts of cases or sneeze guards. Obtain and maintain good quality sign holders and signs. If they are broken or begin to look grungy, replace immediately.
Décor: is the finishing touch that allows you to further enrich your display. It is another attention grabbing element that can capture the interest of a passing customer.
Décor should tie in and coordinate with your display. For freshness, look for floral or herbs. To evoke elegance, consider dark metals and woods. Remember simple is better, décor should enhance a display and not clutter it.
One way to evaluate if the décor you’ve chosen makes sense is to evaluate if the decorative item adds perceived value for your customer and subtly persuades them to purchase. Stand to the side of the area and observe customer interactions with the display. Take time each day watch your customers buying activity to determine if your displays and the décor are achieving your goals and objectives. Proper décor will provide a more satisfying overall customer experience; create a positive image of your business and result in attention, interest, desire and ultimately the buying decision.
The goal of visual merchandising is to capture the attention of your customers, draw them to your displays and turn them into active buyers. Effective merchandising will result in increased sales. It will help you better understand your customers buying motives and allow you to further tailor displays to match and satisfy your customers’ senses. Do your displays speak to your customer? Are you maximizing the sales potential from every square inch of the selling space? Be the influencer and guide them through the buying process.
