Why shoppers visit retail stores and what they do at stores are changing
If you are a manufacturer or wholesale distributor selling products in a retail environment, it can be tough to stand out from the crowd. Visual merchandising is one key strategy for bringing your products front and center. One part an appeal to aesthetics and one part science, visual merchandising is a time-honored practice that achieves results. How can wholesale distributors and manufacturers help their retailers with visual merchandising? Here are a few approaches.
THINK CUSTOMER EXPERIENCE
Why shoppers visit retail stores and what they do when they get there are changing. Many shoppers are turning to online retailers such as Amazon and others for many of the products they need. If they no longer “need to shop,” why are they visiting retail stores? For the experience of shopping. These experience shoppers are impulse shoppers. A study by Point-of-Purchase Advertising International found that in-store decision-making, or impulse purchases were on the rise. 62 percent of those surveyed indicated that they bought products on impulse in 2014, as compared to 55 percent in 2012. These are the customers that are most likely to be influenced by effective in-store visual merchandising. These changes are impacting the way wholesale distributors and manufacturers need to approach visual merchandising and promote their brands in retail stores. When working with retailers on visual merchandising, make sure to:
- Provide shoppers with opportunities to experience and interact with your product on end-cap and other displays.
- Tell your product story visually through graphics and effective signage.
- Provide plenty of product samples and promotional materials.
- Train sales reps to help retailers create experiences with your products.
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