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’.
