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Tapping into ‘retail magic’ with visual merchandising

  • News
  • August 31, 2015
  • Sarah Dunn
Tapping into ‘retail magic’ with visual merchandising

The rise in ecommerce has given retailers with bricks and mortar stores a chance to offer customers something different, Aston says, as the theatre of visual merchandising is not available online: “It’s about customers touching and engaging with products, admiring and desiring products.”

That being said, Aston says retailers must now work much harder than they did 20 years ago at impressing customers as they have become desensitised to the “Wow” factor. She says inexperience is no excuse.

“I have heard over and over again, ‘No, I can’t do visual merchandising because I don’t have a creative bone in my body.’ You do.”

Describing the right atmosphere to aim for, Aston speaks of a successful farmer’s market – busy, vibrant, buzzing – and the “explosion of colour” in a garden centre during springtime.

Aston’s top tips for creating a display:

  • Clutter will overwhelm customers, particularly women. Overwhelmed customers become reluctant customers, and reluctant customers leave the store.
  • Sensory overload defeats the purpose of creating a display.
  • Successful merchandising is about simplifying choices and doing some of the thinking for the client. The more thinking you do for the customer, the more you can increase sales by being suggestive with selling.

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Visual merchandising tips from top designer Kris Ericksen

  • Design
  • October 9, 2019
  • Sarah Dunn
Visual merchandising tips from top designer Kris Ericksen

The Judge’s Choice award for the Welly Loves WOW Window Dressing Competition this year went to Danish jewellery retailer Dyrberg/Kern’s luminous window display. The designer behind it, Kris Ericksen of Plato Design, shares some tips on how to put together a stunning piece of visual merchandising.

Read more
 
 

The Kai Box talks plant-based business

  • News
  • October 9, 2019
  • Sarah Dunn
The Kai Box talks plant-based business

Auckland-based vegan food company The Kai Box is riding a wave of consumer interest in plant-based food. Co-founder John Mellows shares some thoughts on the popularity of veganism with us.

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Peek inside the new Sass & Bide store at Westfield Newmarket

  • Design
  • October 8, 2019
Peek inside the new Sass & Bide store at Westfield Newmarket

The new flagship at Westfield Newmarket is Australian label Sass & Bide’s third in New Zealand and 16th in total. Take a look at its fit-out in our gallery below.

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