OPTICAL PRISM | EYEOPENER |
OPTICAL PRISM | EYEOPENER |
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What are the payoffs of good visual merchandising ? 1 . Enhances the consumer shopping experience
Raise your hand if daily you hear
consumers say , “ I hate shopping for
glasses .” If you do not sell the eyewear ,
ask your team . Consumers outright tell
us we need to improve this experience .
You can lower your hand now .
Organizing and presenting in a manner
that feels less overwhelming is a
big part of improving the experience .
Product that is organized , displayed
simply and clutter-free with proper
signage is pleasing for the human eye
and brain .
Make it easier for consumers to shop by
keeping brands together . If a consumer
likes a particular brand , they want to
know what is available in that brand
without searching .
Separate metals and plastics within the
brand . Organize light to dark , top to
bottom and on a shelf left to right .
When the consumer can quickly narrow
down what they like because the
product is well organized , they are
more inclined to buy .
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3 . Improves inventory managment
Organized product helps you know
immediately what is selling and where
to invest .
Most importantly , when everything
has a place , it deters internal and
external theft . The saying less is more
is true .
I recall helping one practice and the
owner informed me he had more than
1,500 frames and people still walked
because they could not find what they
liked . The problem was they had too
much selection and consumers were
too overwhelmed to even try to find
what they liked . Limit the number
of brands you carry and have proper
depth in those brands .
Is your office branded as a fashion leader yet displays eye disease pictures everywhere ? |
displays are simple , clean , and current
. Consumers do not want to see fall
leaves in January .
Common mistakes to avoid : The visual appearance of your office
sends a message beyond the organization
of the product for sale . Take a
moment to look around to ensure you
aren ’ t making common mistakes :
Signage
Be sure it aligns with your brand ; the
message is clear and current .
Some examples . During COVID , did
the sign on your door say , “ the door
is locked ” or did it say , “ welcome , for
your safety notify us you are here and
we will meet you at the door .”
Is the signage in the office tattered and
taped up versus placed in a picture
frame ?
Is your office branded as a fashion
leader yet displays eye disease pictures
everywhere ?
Windows and Lighting
Front windows are a silent salesperson
. What are they selling ? If they
have window clings are they in good
repair ?
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Visual Merchandising :The messages you send BY NANCY DEWALD , Lead Up Training and Consulting
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Humans respond best to visual stimuli – consumers ’ decisions are subconsciously influenced by a store ’ s aesthetic and how that makes us feel .
Knowing this helps us understand why
visual merchandising is critical to our
success .
What is visual merchandising ? The art of presentation , which puts
merchandise in focus to enhance its
sales appeal .
There is a misconception that visual
merchandising is decorating when , in
fact , it is about sales and productivity .
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2 . Increases Sales
When displaying product , how it ’ s displayed
will influence how much someone
would pay . For example , something
mass merchandised on tables or stacked
indicates there is lots of supply , therefore
, is inexpensive . This type of display
would be used for contact lens solutions ,
accessories or sale frames . Items nicely
displayed with few items would indicate
they are more exclusive and , therefore ,
more expensive . Product priced in between
the high and low should be evenly
spaced on shelves and bars .
Consider the flow of your office . Watch
where consumers gravitate to . This
is your key retail space . Leverage this
space for bestsellers and new lines ,
promotions , or lines you are determining
to go forward with or not .
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4 . Allows a practive to stand out in a competitive marketplace
Display brand images . In optometry ,
we carry amazing brands . We need to
highlight them more . These companies
spend millions of dollars on advertising
– take full advantage of that . Brand
recognition will keep a consumer in
your dispensary as they will gravitate
to a brand they know ; it makes them
feel comfortable .
I often get asked about décor – is it ok
to add in seasonal items or nice decor ?
This is fine if the focus remains on the
product . Décor may be used to enhance
the display , but never to distract from
the product you are selling . Be sure
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Lighting should be shining on the
product . I often see it set on floors and
ceilings , unless that is what you are
selling it ’ s time to get out the ladder .
When merchandising , business owners
have the option of simply putting
their products on shelves and hoping
customers will make purchases . Or
savvy business owners can learn the key
factors that prompt shoppers to buy .
We can do better in our industry and I
am happy to help . OP
Lead UP Training and Consulting
are visual merchandising experts .
Reach out for a complimentary
consultation or to hear more
about our services .
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36 OPTICALPRISM | February Digital 2022 |
OPTICAL PRISM | February Digital 2022 37 |