Nowadays, it is well known the importance that images and promotions have to have, especially when it comes to selling, either through the Internet or in a traditional way.
A clear example of the impact of these two strategies as a whole, and one into which everyone has fallen, is when you go to purchase in the supermarket. The person is ready to buy his products, and around the cash register, several products are usually discounted or are liked by children. This is when you fall and when the set of marketing techniques known as visual merchandising has persuaded you enough to end up buying these items.
All companies know that consumers follow several patterns that are constantly being repeated. So they analyze them and then create marketing strategies that will become the perfect bait for people to buy the items. So, if you still don’t think it’s necessary to develop visual merchandising methods, here are some facts that will completely change your perception of this strategy.
Approximately 70% of people who buy a product and are already in the payment area, usually add other products that are in that area. This is due to the promotions they have or simply because of the visual image, that is, the merchandising.
On the other hand, it has been observed that many of the purchases made online are due to people who have a constant impulse to be buying. So these people are usually the best hooks for this type of merchandising methods.
How can the use of visual merchandising trigger a purchase?
As you can see, the use of merchandising has a very significant impact on purchases and on the customer’s decision to buy something. It is, therefore, necessary to consider a series of techniques that will increase the success that visual merchandising can have.
Study the area
This point is significant for online stores and physical stores, so they should take into account those areas where more interaction takes place. To understand this point, it is necessary to clarify that it is not the geographical area, but rather which parts of the physical and online store are the most frequented. Generally, in a physical store, it is a matter of analyzing which areas are the most frequented by customers. Still, for a website, a heat map or an application can be implemented to make it easier to obtain this data.
For example, if an online clothing store is more successful in the category of formal dresses in San Antonio than in wedding dresses, it will be necessary to pay attention to the latter so that there can be an increase in their purchases.
Consider the location
Another thing that can influence visual merchandising is the location of a product and the visibility it has. To understand this point, a perfect example is the following:
In a physical store, the items at the top are focused on getting people’s attention. The ones in the middle of the shelf are the most powerful. Those at the bottom are more likely to attract children’s attention, which explains why the snacks and candy are at a lower height.
Many times companies create an “offer” to get the customer’s attention, using separate shelves from the others to create this feeling of an offer. But many times, it is the same price, or they raise it to add a discount later to create a promotion. In online stores, they often use tabs called “discounts.”