Hybrid Visual Merchandising

HOW TO PAIR YOUR IN PERSON AND ONLINE MERCHANDISING TO MAXIMIZE SALES

Ani Nersessian is the head of VM ID, offering consulting, training, designing, and planning services as well as hands on labour to build effective visual merchandising strategies and displays.

Ani Nersessian knows the importance of having a strong strategy in place to convert strollers into shoppers. Visual merchandising is like your silent business partner – it can help increase your client base, add more items into carts and overall raise your average transaction value. She maintains that a customer’s own perception is a powerful selling tool.

“When choosing to shop in person over the convenience of online shopping, obviously customers are there for the environment, so it’s important to have a plan in place that encourages your staff to maintain standards easily,” says Ani.

A top priority for independent retailers is to provide a consistent experience between the two selling platforms.

“It’s important to keep the messaging the same,” explains Ani. “If there’s a strong focus on a particular collection on the website and it drives customers to the store, the main story in the window display or launch zone can tie into that campaign to continue the momentum.”

On the flipside, adding informative decals to your window displays, cash desk or walls can direct your customers online to shop your full catalogue. Another practical example that Ani points to is the use of QR codes. “You can add a QR code in a window display to shop everything in that window,” says Ani. “When a customer scans the QR code all of the products in that display pop up on their phone as a shoppable curated collection.”

Creating that seamless connection between the in person and online worlds is always more exciting when you mix in something fun, like an Instagrammable wall. This concept isn’t new to visual merchandising but it’s holding on as a free marketing tool. Encourage your customers to tag your business by giving them one more reason to walk away with your social handle.

Visit Ani's website: www.vm-id.com