Best Practices

Using Visual Merchandising To Boost Sales

Visual merchandising is focusing on enhancing the visual appeal of a product

While we take in the world around us using all of our senses, the primary sense we use to assess everything from our safety to our food is that of sight.  This is an important fact for any retailer to keep in mind.  One way to use it to your advantage is through visual merchandising.

Visual merchandising is a technique that focuses on enhancing the visual appeal of a product on display in order to catch the attention of shoppers and motivate them to interact more with the product, hopefully purchasing it in the end. To pull this off successfully, you need to consider everything from the lighting to the flow of your retail space.  This might sound complicated, but it doesn’t need to be.  Below are a few tips on how you can use visual merchandising to boost sales.


Determine Where the Display Will Be Placed

Where the product display is located is easily the biggest factor to consider as it impacts all other decisions you will need to make.  Some things to consider are the distance from other displays, where it will best pull customers forward to keep them moving through the store as desired, and if it will impact customer mobility in a negative manner.  Once you know where you want to place the display, you are ready to consider aspects directly related to visual merchandising.


Select the Lighting that Best Suits Your Goal

Your retail space may have three types of lighting in use at any given moment: primary lighting, accent lighting, and ambient lighting.  Primary lighting refers to the lighting used throughout the entire store.  Due to the stigma surrounding cannabis businesses, though fading, it is advisable to use primary lighting that is not so bright as to make people feel exposed but is also not so low as to make them feel like they are doing something that should be hidden.

Accent lighting and ambient lighting are used to highlight specific products and displays.  Both of these types of lighting should be used sparingly so customers do not become desensitized to them.  Accent lighting shines light on a specific product or display while ambient lighting is used to cast shadows.  For a cannabis retail store, accent lighting will generally work better than ambient lighting.


Consider Your Colors

There is a lot of theory on the psychological effects of color, and you can utilize this without heading back to university for your degree.  Cool tones, like green and blue, are considered to be calming while warm colors, like red and orange, are considered to be stimulating.  Of course, this should not be all you think about when choosing color.

With a product display, you need the colors to both complement your product packaging and help the display stand out from the background.  To accomplish this, you may need to use multiple colors in the display.  As a rule, stick to three colors or less to avoid the display from becoming too busy, and do not be afraid to go bold to catch the eye.


Group Products Together

When you display different products together, you help customers see how they can work together to help them.  In a way, it creates a story for them about how these products can impact their lives.  Look for three items that work well together and build the display around them.  While you can go for more than three items, if you display too many products together, it can feel messy; additionally, it may make the customer feel like there is no point in buying anything if they cannot buy it all, and they may not have the budget for five products.  Whatever number you settle on, keep it an odd number, as research suggests odd numbers get a better customer response.


Design Your Signs

Once you know the colors you are using and which products you are highlighting, you are ready to design your signs.  These signs need to be large and bold enough to pull customers towards them, but not so large in scale that they dwarf everything else.  As you design, take time to play with fonts, colors, and images, allowing you to find what works best.


Play with Height

Finally, consider changing up the heights of your displays so they are not all on a uniform line.  While you do not want customers to have to crane their necks or crouch down to view your display, smaller variations in height can be effective in creating additional visual interest and helping the displays stand out from others in the store.  You can play with angle as well.


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