Point of Purchase Design, Visual Merchandising 8x Step Plan - Kerching retail

How to create the perfect display: Visual Merchandising 8x step plan.

As many as 70% of our buying decisions are believed to be influenced at the point of purchase/display. Visual Merchandising can impact on a retail and leisure business in terms of the customer experience, if delivered effectively.  Our detailed 8x point plan ensures your point of purchase (P.O.P) displays are targeted, planned and effective.

Tommy-visual-merchandise-display

  1. Evaluate Space
  2. Determine Message
  3. Evaluate Merchandise
  4. Establish required props, fixtures & tools
  5. Consider signage requirements
  6. Estimate time to create
  7. Create and evaluate
  8. Maintain

Evaluate Space

A VM display should be carefully located, to maximise footfall and visibility and draw customers to a particular area of your store.

  • Where will the display be located?
  • Why have you chosen this location?
  • Consider:

     

    • Mains power
    • Light levels
    • Accessibility & visibility
    • Closeness to merchandise
    • Suspension opportunities

Determine Message

Thinking carefully about what and why you are saying something can ensure it hits the mark.  How many marketing messages do you remember from yesterday?  Very few I'd imagine.  Most marketing messages wash over us, make your stick, make it memorable!

  • What do you want to say?
  • What do you want the customer to do?
  • How will it fit in with style of store?

Evaluate Merchandise

A display is designed principally to sell product, so think very carefully which products you intend to focus on.

  • Which merchandise will you highlight & why?
  • Base your decision on:

     

    • Changes
    • Trends
    • Seasonality
    • Price promotions

Establish required props, fixtures & tools

There is a practical element to building VM displays,  some things you should be thinking about.

  • Secure prior to commencing:

     

    • Stock
    • Fixings
    • Point of sale
    • Tools
    • Lighting
    • Backdrops – consider leads times for design and print

Consider signage requirements

If you have a message to say, will it require printed words.  This may be in the form of signage or large POS.

  • Estimate time to create
  • Is signage a feature of the display?
  • Will you use large scale graphics
  • Who will design?

     

    • Consider styling 
  • Who will print?
  • Timing and lead times.
  • Plan time to complete
  • Double estimates (if inexperienced)
  • Consider disruption during trading hours
  • Consider theft duringcreation

Create and evaluate

Even the best prepared visual merchandisers rely on their eyes on the day.  Creating, looking and tweaking are essential actions when making something 'just right!'

  • Create & tweak, create & tweak
  • View from all visible angles
  • Consider lighting and how display looks at different times of day.

Maintain

If a display works, it will attract large numbers of customers and engage them.  This can have the effect of ruining your delightful display. 

  • People will touch, move, remove throughout the displays duration – how will you manage this?
  • Ensure inventory is adequate, neat and orderly
  • Ensure you have enough stock – if the display works you will be selling lots more.

Review

Take time out after the display has run, to review the process, tools, and effectiveness.

You may also like:

Kerching FREE guide to window displays.  

Download our free guide to creating high impact window displays. 

Window display guide 

Written by

Corin Birchall is a Retail Sales & Marketing Consultant and founder of “Kerching Retail - helping to make your till ring”. His consultancy works throughout the UK and Europe. Corin is an active writer, coach and public speaker, helping to develop and grow a wide range of businesses & business leaders from Leisure and Retail sectors

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