Visual merchandising has historically been used in brick and mortar stores to help grab a customer’s attention to get them in the door and convert their visit into a sale. More than simple window dressings, the principles of visual merchandising can also be translated to an e-commerce site for better market attention and sale conversions.
What is Visual Merchandising?
Simply put, visual merchandising makes your store look appealing, which is what gets people’s attention and sets your shop apart from the rest. Physical stores will have a plan to set up displays, arrange brand names or particular products in line with a customer’s view, so they are more prominent from the rest of the products. Another benefit of visual merchandising is arranging products in a way that looks appealing and organized at first glance.
When it comes to e-commerce sites, it may seem like visual merchandising doesn’t apply but there are quite a few strategies that can be used to take your shop to the next level.
The homepage of an e-commerce site is naturally going to be the first thing that new customers will see, so having it look sharp and visually appealing is a must. A clean modern look with professional photography arranged in a way that beautifully shows the brand image is part of the visual merchandising process. Just as the front window displays and overall look of a brick and mortar shop give customers their first impression, so does the main page of a site.
This is where visual merchandising takes the wheel to really make every product shine. Showing all of the products accurately but also in the best way possible is what will grab the customer’s attention and make them want to buy. Beautiful crisp photography in great lighting is a very important step but also how the products are placed and presented.
Add products in collections that complement each other by colour or style. Give visiting customers a journey to discover everything your brand has to offer and don’t forget to explain why they need the products you are selling.
Multiple Product Suggestions
As with anything, selling more than one item is essentially the goal to build up the brand and give customers a reason to love your shop and want to come back another day. Pair products for multiple item sales by choosing items that work together in function or style. Show a few products in action through video presentations, beautifully staged photography, or just by showing a simple suggested pairing that customers might like.
Most customers need to be shown pairings because what may be obvious to you the seller, might not be so obvious to the shopper. Consider product suggestions as a visual personal shopper.
Don’t Forget the Add-Ons
Just as most retail shops have impulse buying products presented close to the tills, the same can be done for shops online. Showing customers some low-priced or popular items right before they checkout is a great way to add another purchase to the final sale. These impulse items are generally small, visually appealing, and have a price that simply cannot be passed by.