Merchandising is often viewed as presenting or displaying items in a way that makes them visually appealing and desirable to shoppers. Themed window displays, dressed mannequins and beauty stands are all examples of visual merchandising. But, when it comes to effective merchandising, there’s more than just what meets the eye. While it’s important for a display to look good – and there are reasons why visually engaging displays look the way they do – there are a great many other factors to consider as well.
When designing and implementing a merchandising plan, it is important to start with who your shoppers are and what they are looking for. Once you have defined your target consumer and identified their likes and needs, you should tailor your displays to fit their tastes – and it’s not all about what shoppers see. Sounds, images, smells, and even tastes can all affect the way your target audience thinks about your brand. These sensory experiences inspire emotional connections which drive positive cognitive and behavioral response – which, in turn, influence consumer purchasing behavior.
By coming to terms with the science of sensory marketing as it relates to merchandising, retailers can begin to experiment with the alchemy of brand loyalty and discover the concepts that truly convince shoppers to buy.
Take a look at the infographic below, “The 5 Retail Senses” to see how you can apply sensory marketing to your retail practices.
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