In flagship store showrooms, visual merchandising serves as a silent salesperson. It nudges customers towards crucial products. It’s an art that combines aesthetics with a strategy to create a flagship store that attracts, engages, and motivates customers to purchase.
One key aspect of visual merchandising is product highlighting, the practice of drawing attention to specific products through various techniques. Let’s see how you can master the art of product highlighting in your retail space.
The power of lighting
Lighting is one of the most potent tools in product highlighting. The proper lighting can emphasize a product’s features, create a mood, and direct the customers’ attention where you want it.
Consider spotlighting essential products or having them under a warmer, brighter light than the rest of the store. That way you can create a stark contrast. For instance, Apple uses this technique in its stores to draw attention to its latest products.
Strategic placement
Strategically placing products can also greatly impact their visibility. Studies show that products placed at eye level are more likely to catch a customer’s attention than those placed on higher or lower shelves.
Similarly, placing key products at the end of aisles or in the center of the store can also boost visibility. IKEA strategically places new or featured products along its guided pathway to attract customer attention. Learn more about maximizing store layout.
Color and contrast
Using color and contrast smartly can make your products stand out and capture customer attention. Bold, contrasting colors can help products stand out from their surroundings. Monochromatic schemes can bring focus to the products themselves.
For example, Tiffany & Co. uses its signature Tiffany Blue color in its store design and packaging. It immediately draws attention to its products.
Effective signage
Clear, attractive signage can also play a vital role in product highlighting. Good signage guides customers through the store and communicates essential product information and promotional offers.
To maximize impact and readability, you should choose the signage’s font, color, and size carefully.
Augmented Reality
Augmented Reality (AR) is an emerging trend in retail and can be a game-changer for product highlighting. AR can enable customers to virtually try out products, providing an immersive and fun shopping experience.
This technology can make products more attractive and reduce purchase uncertainty. Brands like Gucci and Sephora have already incorporated AR into their retail strategies.
In conclusion
Product highlighting is more than just placing products in a store. It’s a strategic, artistic process that requires careful thought and execution. By leveraging lighting, positioning, color, signage, and emerging technologies, you can effectively draw attention to key products. It increases their likelihood of purchase.
Retail only continues to evolve. So, mastering the art of product highlighting will remain an essential skill for any successful store manager.