Now a strategic balance between art and science, visual merchandising plays a key role in driving sales within modern retail environments.
From understanding consumer psychology to creating engaging ways to showcase your products through storytelling and design, there’s a lot that goes into how you plan both your day-to-day and seasonal layouts.
Critical to this success is the inclusion of two important elements – branding and signage – both of which impact the shopper experience, strengthen product awareness and encourage impulse buys.
So how do you use them to your advantage? As providers of high-end retail display solutions, here are our top tips.
The importance of in-store visual merchandising in the food and drink industry
Visual merchandising is a practice that uses elements like colour, lighting, countertop displays and floor layouts to spotlight your products in a way that attracts trade and boosts sales. Here are four noteworthy facts:
1. It draws customers in
From your window displays to how you plan your interiors, consumers do judge a book by its cover. In fact, research shows that 41% of them prioritise store aesthetics over its location.
2. It guides behaviour
How you position promotional items, make use of visual cues and plan the flow of your shopper journey will increase foot traffic by 30%, extend dwell times by 18% and influence conversion rates by up to 20%. It will also encourage them to explore items they may not normally consider, driving impulse buys by around 62%.
3. It reinforces your brand image
Your shop is a reflection of your brand identity, enabling patrons to experience the whole package on both a physical and emotional level. Research shows that nearly 73% of them judge a brand’s quality by how they feel inside your retail space.
4. It adds to a positive shopping experience
Create a worthwhile in-store experience and you’ll leverage buy-in and long-term loyalty, ensuring that they keep coming back for more.
Where branding and signage fit into your visual merchandising plan
Critical to a cohesive strategy, these two powerful tools directly impact customer perception and influence how they interact with and respond to your products. Both can either drive or abate sales, depending on your implementation. Let’s dive into the details of how to use them successfully:
Branding
Every element of your retail display plan should align with the core messaging and identity of your business. And to get it right, you’ll need to tap into your target audience, your values and how you want to be portrayed. Here are some simple steps that will tie all the ends together:
Create a cohesive visual journey by
- using brand colours throughout your store to reiterate your signature style
- spotlighting your key products through strategic placement
- establishing the mood and ambience with great lighting
- ensuring that your layout flows seamlessly from entrance to exit.
Foster an emotional connection by
- using visual merchandising to tell your brand story
- making sure that the overall experience is hassle-free and memorable
- differentiating yourself from your competition through unique, innovative concepts.
Keep things consistent by
- linking the creative elements seen in-store with those on your website and socials
- personalising your merchandise with your logo or taglines.
Signage
A powerful communication tool, signage and ticketing solutions come in many different forms and can be used for a number of key functions from directing customers to providing information around ingredients, prices, usage tips and new promotions. Here’s how to get it right:
Be clear and concise by
- keeping your messaging simple
- using legible fonts and high contrast colours
- prioritising key information and ditching the details.
Plan strategically by
- placing signs in visible places, like at eye level, near entrances or along pathways
- highlighting your aisles, different departments and point of sale
- drawing attention to the products you most want to sell
- using floor stickers or suspended boards in high-traffic areas.
Create visual appeal by
- sticking to your branding protocols
- using high quality signage products
- consistently carrying through your narratives and creating emotional connections.
Add some call to actions (CTAs) by
- using words like ‘shop now’ or ‘limited offer” to create a sense of urgency
- encouraging engagement by listing benefits, features or ingredients
- interacting through the use of QR codes.
Keep things fresh by
- updating your signage regularly
- removing anything outdated.
Retail display branding tips that will up the ante
Whether you’re working on your overall aesthetic or planning your next seasonal campaign, these items will give your retail displays some extra clout when it comes to increasing brand visibility:
Personalised tote bags – not only do they enhance the customer’s journey, but you can also sell them in-store and capitalise on an incredible return on investment as they’re toted around for years to come.
Serving boards – smarten up your countertop displays by having them engraved with your logo.
Hampers and baskets – these are a great way of promoting a full collection of goods and you can brand the cotton liners for extra marketability.
Ticketing and signage solutions – put your logo on all your signs to create consistency and awareness.
Aprons – make sure your staff represent your business by making branded aprons part of their work apparel.
5 top-selling signage ideas that enhance in-store product and brand visibility
Signage is a high-impact, low-cost way of communicating with your customers while driving home your brand identity. Here are some popular options that are ideal for the food and drinks industry:
1. L-shaped table chalkboards
A real winner for bakery displays or contract catering jobs, these are self-standing and can be wiped clean and reused whenever needed.
2. Card bottleneck tags
Unobtrusive and space-saving, just pop them around the necks of your wine or spirit bottles and seamlessly display key details like price and varietal.
3. A-frame pavement boards
Designed with restaurants, delis and farm shops in mind, these come in a range of sizes and are an easy way to convey your key messaging, menus, special offers or just a cheeky quote that will draw some attention.
4. Poster holders
These take an A4 sheet of paper, making them ideal for exhibitions and busy retail outlets that need to keep their customers informed about promotions or events.
5. Iron-plated ticket holders
Sturdy and elegant, these come in three different heights, making them a convenient option for layered countertop displays in a variety of settings.
Why you should partner with us for all your countertop and retail display needs
WBC has been at the forefront of retail display, gifting and packaging for over three decades, making us adept at sourcing and designing products that will elevate your brand. This is what we offer:
- A managed account from one of our experts.
- A wide range of brandable retail and countertop display products.
- Free access to our exceptional design team.
- Next-day delivery for off-the-shelf orders and delivery within 10 working days for branded merchandise.
- Bespoke options for those who want something unique.
Call us now or visit our London showroom and we’ll guide you through the best ways to get your visual merchandising on par with the professionals.
