BOOST RETAIL SALES WITH SCIENCE-BACKED VISUAL MERCHANDISING TECHNIQUES

In today’s fast-paced retail world, brick-and-mortar stores face mounting challenges to stay both relevant and engaging. However, despite the surge in online shopping, many consumers still love the experience of visiting physical stores. The benefits of these in-person visits are undeniable for both customers and retailers alike. According to a study from 2020, shoppers who visit stores are more likely to purchase items they can see and feel, are more inclined to buy additional products, and are less likely to return what they’ve bought—ultimately leading to greater profits for retailers.

The secret to success lies in crafting immersive retail environments that perfectly blend convenience with interest. A 2023 study in the Journal of Retailing by Hagtvedt and Chandukala shows that consumers highly value engaging in-store experiences, with visual displays playing a key role. So, how can you, as a retailer, strike the right balance between these crucial elements? Backed by peer-reviewed scientific research, let’s dive into the strategies that can transform your store displays into powerful tools for engaging customers.

MASTERING THE RETAIL GRID: THE FOUR QUADRANTS THAT SHAPE CUSTOMER EXPERIENCE

To help retailers create a standout in-store experience, researchers Henrik Hagtvedt and Sandeep R. Chandukala developed an insightful yet straightforward framework. In their 2023 study published in the Journal of Retailing, they introduced a practical tool: a 2 × 2 grid that evaluates how convenient and interesting different store features are. This grid categorizes these features into four distinct groups, making it easier to identify what’s working well and where there’s room for improvement.

Disengage (Low Convenience, Low Interest):
Features in this quadrant fail to excite or facilitate the shopping experience. Think of bland store designs that make navigation a chore. For instance, cluttered aisles with too many choices can overwhelm customers, leading them to disengage. Retailers should minimize such elements, focusing instead on redesigning their spaces to be more inviting and easier to navigate.
Facilitate (High Convenience, Low Interest):
These features may not be flashy, but they make shopping easier. Examples include clear signage, well-organized layouts, and quick checkout options like self-service kiosks. These elements reduce friction in the shopping process, allowing customers to complete their purchases with minimal hassle. For example, placing QR codes on product displays that link to more information or reviews can be a simple yet effective way to facilitate and inform customers.
Stimulate (Low Convenience, High Interest):
Stimulating features capture attention but may not always be convenient. Unique store designs, eye-catching visual displays, or even immersive in-store experiences like live demonstrations fall into this category. While these elements draw customers in, they might require more effort to engage with, such as navigating to a pop-up shop in an unconventional location.
Engage (High Convenience, High Interest):
The holy grail of retail experiences, engaging features, are both convenient and captivating. These could include interactive displays, augmented reality experiences, or multifunctional spaces that blend shopping with entertainment. For instance, integrating AR technology in displays can provide customers with a virtual try-on experience, merging convenience with a memorable shopping moment.

By mastering this grid, retailers can design store layouts that not only draw customers in but also keep them coming back, making every shopping trip smooth and enjoyable.

BRINGING THE GRID TO LIFE: PRACTICAL APPLICATIONS FOR RETAIL DISPLAYS

Visual Merchandising

Visual merchandising is all about catching the eye and drawing customers into the shopping experience. Depending on how it’s executed, visual merchandising can fall into either the ‘stimulate’ or ‘engage’ quadrant. When executed properly, it’s not just about catching the eye but also making the shopping experience easier. Well-placed visuals not only grab attention but also help customers understand how a product is used or where it’s located in the store, which ultimately drives sales. Recent industry research shows that a staggering 93% of shoppers make purchase decisions based on visual impressions.

Interactive displays at Nike’s House of Innovation in NYC engage customers.

Nike’s House of Innovation: Visual Merchandising in Action

Nike’s House of Innovation excels in visual merchandising through its immersive 3D displays that draw customers deeper into the store. These dynamic visuals are strategically placed to create a sense of wonder and engagement, using high-definition screens and motion graphics to bring products to life. Each floor has its own theme, whether it’s showcasing sustainability or the latest technology, guiding customers through a cohesive narrative. The displays also emphasize key product features, helping customers appreciate the innovation and quality behind Nike’s offerings.

Leveraging TR Trades and the Swiss Q Nyala 4 for Immersive Retail Displays

Promotion printed on 10mm acrylic glass with Droptix pattern on back for 3D effect.

Retailers looking to emulate the success of Nike’s immersive visual merchandising can turn to TR Trades, equipped with the advanced Swiss Q Nyala 4 printer. The Nyala 4’s Droptix technology allows for the creation of 3D visual effects on transparent media, similar to the captivating displays found at Nike’s House of Innovation. This technology uses printed lenses to refract images, creating a 3D effect that is further enhanced with backlighting. Additionally, the Nyala 4 supports large-format printing, making it possible to create cohesive, thematic displays that dominate entire sections of a store. With its ability to produce vibrant, high-resolution visuals on a large scale, the capabilities of the Nyala 4 can help retailers create engaging, immersive environments that draw customers in and elevate the shopping experience.

Signage and Messaging

According to a 2023 study published in the Journal of Outdoor Recreation and Tourism, effective signage plays a crucial role in capturing and holding customer attention, fitting squarely into the ‘engage’ quadrant of the grid. The research highlights that a balance between eye-catching design and authoritative messaging is key. When done well, signage doesn’t just grab attention—it also guides customers, helping them make informed decisions. The study found that even a minimal capture of visitors’ attention can significantly influence their behavior, especially if the signage encourages them to stop and engage with the message.

Minimalist signage at an Apple store, striking balance between design and authority.

Apple Stores: A Model for Engaging Signage

Apple stores are a prime example of how effective signage can occupy the ‘engage’ quadrant of the retail experience grid. Their minimalist, yet striking signage design captures attention while conveying clear and authoritative messages, perfectly balancing interest and convenience. Apple’s consistent use of branding and sleek typography guides customers through the store, making navigation intuitive and seamless. Their use of digital signage adds a dynamic element, adapting to different needs throughout the day and maximizing customer engagement without overwhelming them. This approach not only influences customer behavior but also enhances the overall shopping experience, making Apple’s signage a powerful tool in driving both interest and ease of purchase.

Directional signage with engaging display. Printed with relief print and spot varnish for eye-catching appeal.

Enhancing Retail Signage with TR Trades

Window Displays

Window displays are a powerful tool for drawing customers into a store, making them a perfect example of the ‘stimulate’ quadrant in action. A 2023 study in the Asian Journal of Education and Social Studies found that well-crafted window displays do more than just grab attention—they also boost shoppers’ emotions and improve their perception of the store. Creating a display that offers something fresh and unexpected naturally draws people in.

Anthropologie Window Displays

Anthropologie’s window displays are a standout example of how visual merchandising can captivate and engage customers, fitting seamlessly into the ‘stimulate’ quadrant. Renowned for their handcrafted, artistic designs, these displays go beyond simple attraction by evoking emotion and drawing customers into a narrative that resonates with the brand’s bohemian and creative spirit. By using natural and recycled materials, Anthropologie enhances the visual appeal while aligning with the values of its eco-conscious audience. The use of interactive elements and seasonal themes further enriches the experience, making each window a unique journey that invites customers into the store to explore more

Promotional graphics printed on upcycled scaffolding planks from a boat-building workshop for authentic feel.

Crafting Stunning Window Displays with TR Trades

CONCLUSION

Visual merchandising plays a crucial role in driving sales by creating an engaging and stimulating environment for customers. Throughout this article, we’ve explored how the retail grid framework can help retailers strike the perfect balance between convenience and interest, along with various strategies to make every shopping experience more memorable.

At TR Trades, we have the tools and expertise to bring these strategies to life. With the advanced capabilities of the Swiss Q Nyala 4, we can produce high-resolution, immersive 3D displays, precise and impactful signage, and stunning, sustainable window displays. These elements work together to create a visually engaging environment that enhances the customer experience and drives sales.

Now is the time to assess your store’s visual strategy. Collaborate with TR Trades to create or elevate your in-store displays, signage, and window designs, ensuring your retail space becomes a vibrant and engaging destination for your customers.