A retail store is much more than a collection of merchandise arranged in haphazard fashion. Retailers go to great lengths to create an environment that guides shoppers through the store and entices them to make additional, often unplanned purchases.
You can employ a number of visual merchandising techniques to make specific products more noticeable and to create a desired store image.
Display sales items on end caps, fixtures at the end of aisles and facing the main aisles of your store. These displays will grab the attention of customers as they wander through the store. A common end-cap technique is cross-merchandising, where related items are grouped together to encourage add-on sales. An example of this would be when a grocery store displays spaghetti sauce with pasta
Draw attention to certain products in an otherwise mundane middle section of a long aisle with micromerchandising. Accomplish this by using a different type of shelving or fixture than the rest of the aisle or by implementing a different color scheme. Customers who would normally walk by the section without taking notice may be intrigued enough by the change of scenery to stop for further investigation.
Use theme displays as a method of cross-merchandising by building displays around a special event or holiday. For example, grocers often build large displays around a football theme for the Super Bowl using a wide variety of snack items. More creative merchandisers might take it a step further by building a mini football stadium with cases of soda and displaying a variety of tailgating products in the area around it.
Advances in technology have led to the use of visual devices such as flat-screen televisions to broadcast in-store advertising messages. You can use this technology to provide information about store services or special sales and demonstrate new products. Take the concept even further by offering kiosks with touch-screen computers that function as interactive sales tools, allowing customers to learn more about products and services and even place orders