isual merchandising is what
tempts the bored customer,
waiting for an appointment, to
browse the products on display in
your reception area. It is what
entices passers-by to enter your
store. Attracting customer interest and
converting that interest to purchasing
activity will result in the sound of ringing
cash registers and, ultimately, profits.
At its highest level, visual merchandising
appeals to the senses in order to elicit an emotional
response ideally followed by a purchase decision. Sight,
sound, touch, smell and even taste can be influenced
through the use of lighting, display techniques, ambience choices (music and scent), and even the provision
of refreshing beverages at the reception area.
“Give prominence
to your newest
products and keep
your high-margin
products at eye
level in well-lit
positions.”
Spa Retail Space Layout
Your spa retail space should be well-lit and easy to
navigate. Make deliberate choices regarding your layout
so that it fits with the available space and desired customer behavior. Use a sketch of your floor plan to
explore and “feel” options prior to setting up. Draw your
ideal display cabinets and mannequins, then “walk”
your fingers through the floor plan—sometimes just by
tracing along the sketch of the plan, you will be able to
visualize opportunities for improvement. Once you have
set up the actual layout, practice the walk-through yourself to confirm that goods are visible, displays are
uncluttered and attractive, and that the flow itself is easy
to navigate.
September 2015
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PULSE 49