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Visual Merchandising
An Important Tool to Enhance Sales
Abdul Rahim Onath
General Manager - Pacio Group
To reflect your store's style and personality, using Visual Merchandising (VM) can make an impressive statement to your business. Creating your own unique identity and presenting the retail space in a way that maximises the sales and strategically represents your products is what is called 'Visual Merchandising ' . Further, adequate use of VM portrays your business far apart from your competitors by making the space warm, friendly and approachable thus creating a good first impression on your potential customers. If customers like the way your store looks and the products within are made to look appealing through their window or the shelves they are displayed, they are more likely to spend their time and money at your business. In this highly competitive current scenario, the perception of VM has sharply been shifted from attracting attention to creating one's own 'Brand Image'. Historically, introduction of window display significantly changed the business model and introduced a new concept of shifting the' Business Form' from - wholesale to retail. In the 21st century however, it manifested into forming as a branch of science with the involvement of many well-known artists such as Salvador Dalí and Andy Warhol using it as a powerful tool to add value and symbolise brand uniqueness and how it differs from the rest.
Elements
An appealing VM can effectively communicate with customers than any other media since most decisions are made in store. A well displayed jewelry showroom can increase customer traffic and influence decision to buy the jewelry article by stimulating individual senses while improving your competitive advantage. Gibson G in his book entitled Retail Management states the primary purpose of Merchandising as presentation of products in such a way that it becomes live which than can be sold quickly at the highest possible retail margin.
In today's competitive market where it is difficult to make the differential advantage over other competitors on the basis of price, product, promotion, place, people and premises , thelast opportunity to convert foot-fall into sale is to make market differentiation through visual stimulation and communication. A recent study indicates that businesses have roughly seven seconds to capture the attention of a passing customer while the pull in process for sales is possible by stimulation their senses and influencing them on purchasing decision simply by a good visually appealing store.
Paybacks
A well experienced VM team can
support jewellery retailers in many ways. Although most of the corporate groups have their own in-house team, getting services offered by VM manufacturing experts/agencies can make a profound difference to the sales outcome as manufacturing experts have the advantage of playing with different materials such as wood, plastics, composite materials, fabrics PU and Genuine leathers fibre glass etc using latest technologies to make varied model of moulds in different styles, pattern and colours otherwise mostly not available to in-house teams for customization and thinking out-of-the-box.
Space Management
Within the jewelry retail industry, a prominent element to pitch higher sales is to pay utmost care and attention to space management. Each inch of space is to be utilised with a feeling of ample space and harmonious flow of emotions to create maximum shop floor space, the obvious advantage being, a well organised store assists its customers to shop quickly. Brand standout and corporate brand image can be unique and enhanced through uniformity of showrooms all over the globe while multiple branches can create similar atmosphere. Seasonal ambience and distinct mood can be created within the jewelry showroom using special display materials with colour combinations for special occasions and seasons like Valentine Day, Diwali , Christmas, Akshaya Thritiya and other festivals.
Other aspects VM manufacturing experts can provide is pre-planning of floor layout and accuracy to details for item requirements and assist in planning the arrangement including displays and designing the after sales packaging with brand impression , all this to boost sales and catching the attraction to maximise exposure of new jewellery showrooms. In conclusion, Visual Merchandising through the medium of window display, shelf and stock display is an element of your branding and making a statement to your business that you are elegant, sophisticated, edgy or contemporary.
About the author
Abdul Rahim Onath General Manager - Pacio Group Qualification MA, MHRM
Abdul Rahim Onath has 6 years' experience in the industry. Good knowledge on VM and production technology which can give precise on perfection.
Vision:Lead the company as the last word on VM solution in the world. Pacio has been in the industry for the last 10 years participating most of the jewellery shows worldwide. Has satisfied Clients from India, Middle East, Far East, Europe and Africa. Specialised only in Jewellery industry with Experts in Designs, Space Management, Concept Transmit , Cost Effective ness , Ornament Orientation and Planning. For more details visit our website www.paciogroup.com
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