Merging the Physical and Digital

Five Visual Merchandising techniques to help you sell online…..

A seamless customer experience through all available channels is more important than ever. Each channel has its own unique features and benefits which should be exploited, but it is crucial there is synergy in all touch points showcasing brand values, marketing stories and product. Customers need the same warm feeling about your brand however they shop with you.

There is an opportunity for each channel to help each other. Window displays can drive traffic to an online shop through the use of QR codes or a website offering click and collect options means that customers visit the physical space and potentially make additional purchases.  Not to be underestimated is the amount of data that is generated from an online shop, sales and customer information gathered here can be used to inform strategies used in the physical space.

It is useful to connect the many tools and techniques that are transferable from bricks and mortar retail to online shops:

Window = Home Page

Windows are an important visual statement encouraging customers to enter your store, and highlighting product stories, marketing campaigns and promotions.  

Your home page does the same job, it should grab the viewers attention. Encouraging customers to enter the website and discover more, showcasing newest product and highlighting promotions.  Like windows the home page should be refreshed frequently.

Store Layout and Fixture Placement = Site Navigation

 Creating a good customer journey is critical in store, the more product a customer sees the more they will buy. This is achieved through having clear walkways, great focal points drawing people through the space, good product segmentations and great visual merchandising techniques.  Customers should feel inspired, browse the whole space, pick up product, find the cash desk easily and smoothly make a purchase.  

Online this is no different, customers want to be able to find what they are looking for effortlessly.  Tabs need to be clear, along with options to filter product quickly.  The checkout should be simple and easy, ensuring that no sales are lost, just as in the physical store experience.

Visual Merchandising = Product Segmentation and Curated Stories

Great in store visual merchandising helps your customer find what they are looking for. Category merchandising and destination areas show off the whole range highlighting features and benefits to mission customers who know what they are looking for.  This type of merchandising is complemented with curated stories, the mixing of categories, colours and patterns inspiring customers to browse, gain unexpected ideas and even purchase a total look.

These techniques can be replicated online too.  Customers want to clearly view a style of product and the key features, along with all colours and sizes available.  However it is also incredibly important to have curated edits, inspirational images showing how product can be worn or used with other items in inspirational settings. 

Display and Mannequins = Product Photography and Styling

We all know the importance of display in the store environment, it helps the customer understand your product offer and the tweak of a scarf or the setting of a co-ordinating table display can inspire.

Online, product images need to be uniform in style, consider of the scale of product, and that lighting, colour matching and environment is consistent.  As customers cannot touch the items, make sure product details and features are also clear.  These uniform product images need to be complimented with lifestyle imagery providing aspirational inspiration and styling ideas.  Show curated stories, mixing categories as you would in store.

Face to Face Customer Service = Virtual Customer Service

In store teams have the opportunity to interact and help customers, building relationships and a community in a personal organic way. Understanding what customers are looking for, what inspires them and helping them connect with your brand is an important conversation. 

How can these services be replicated and strengthened on line?  Along with a smooth customer journey and ensuring all elements are always up to date, there are many ways to connect.  Encouraging customers to sign up to a newsletter helps build your community.  Social media drives visitors both into stores and online, think about virtual shop tours, product launches and workshops. 

Linking the physical and digital will help build your community and drive sales!