Visual Merchandising for Convenience Stores
Your store’s layout and the use of display cases to present your products can have a huge impact on sales. Shoppers entering your store should be able to find what they want, as well as make a few extra purchases on the way. But convenience stores that appear chaotic with poorly laid out products can have the opposite effect.
This is why visual merchandising is an effective way to create flow and enhance a customer’s shopping experience.
Approximately 90% of information sent to the brain is visual, however, consumers are increasingly experiencing sensory overload. Electronics, social media, and the environment are some of the main causes of this, which can result in loss of focus and general discomfort.
Things you do not want happening in your convenience store.
So where do you begin? There’s a lot to merchandising, but here are some effective tips that you can use in your business today.
Visual Merchandising Basics
The main areas of visual merchandising are color, space, focus points, and storytelling. Color is one of the most important areas which you should focus on. Not only does it increase positive brand associations but it can affect mood and the general shopping environment.
Unused space can be taken advantage of. For example, the forgotten space between the ceiling and products is a good place to add signage. This can enhance your displays and provide customers with clear information to help them move around the store.
Creating areas of focus is a core part of display design. Whether it’s to highlight products or to create a pyramid effect, having focal points can help draw attention from customers.
Consumers buy products that resonate with them, often choosing one product over another for this reason. This is why storytelling plays an important part in your shop’s visual marketing strategy. Telling a story adds to a product’s authenticity and is the perfect way to tap into the customer’s belief system.
Signs and Eye-Catching Graphics
Signage and attractive graphics are essential in creating a comfortable shopping experience. The number of products can be overwhelming and confusing to not only customers but also to staff members.
For a cohesive look, you can incorporate color and a theme in your signage. This can help give draw the attention of shoppers and help them navigate easily around the shop floor.
Graphics should not be too over the top and are best kept simple. You want the signs to provide enough interest to attract shoppers and serve as a tasteful backdrop for your products.
Simple changes like contrasting colors and focal lighting are great ways to enhance your displays. Keep in mind that too many colors can be too distracting though.
Floor Plan and Spacing
The arrangement of retail display cases and space between the aisles will control the movement of your shoppers. Spacious aisles allow customers to stand back and browse comfortably without the fear of bumping into other shoppers.
A great design leads shoppers through the store whilst drawing attention to promotional items. Grouping products that work well together can encourage shoppers to buy products that they may not have thought of buying.
Good product placement is also useful for selling expensive products and promotional items. The main entrance of your store is the ideal place to display such items as you want to catch their attention right away.
The next area to display key products is towards the right of the entrance. Shoppers tend to turn to the right after entry, so displaying some of your most popular products here is a good idea.
Display Cases and Fixtures
Baked goods such as cakes and pies work extremely well in a glass display case. Matching items with the right display can enhance the products and draw a shopper’s attention – Krispy Kreme donuts are a great example of this. You want to vary the different types of shelving, display cases and fixtures in your store to add interest and to showcase products effectively.
Glass display cases are ideal for keeping products fresh and free from dust. They can also make items appear more expensive or exclusive. Another factor to consider is the mobility of the display case – will it work if your store expands in the future?
How versatile do you need your display cases? If you’re rotating items then you might need to accommodate for larger products.
Common Merchandising Mistakes
Dirty shelves and products that are disorganized are common mistakes that can be easily fixed. For example, making sure that labels on items are all facing out and cleaning sticky items makes for a better shopping experience.
Although the focus has been on interior visual merchandising, the exterior is just as important. A well-placed sign outside can draw in more customers, especially if you have a promotion in-store. Make use of any window displays, by showcasing products along with signage.
Not rotating stock is another wasted opportunity. Changing products weekly might seem like a hassle but it will keep customers interested and help with shifting stock. Items that are no longer relevant can be placed in a less prominent location leaving room to display the latest items.
When it comes to visual merchandising being creative will serve you better than traditional displays. Experiment with different placements of your display cases and fixtures to see what works. It doesn’t have to be correct the first time around, so have fun and play around with the products and their location.
There’s truly no right or wrong way of doing visual merchandising and every store will have methods that may or may not work for them. The main goal is to get those customers returning and buying more from your store.
Looking for more information on how to maximize your store’s merchandising? Contact us for advice on the latest retail display products. Whether you want a custom project or guidance on the most suitable products for your store, our experienced staff are here to help you.