While a visual merchandising strategy can include many elements, one area that is critical to a successful and high-quality customer experience is the printed components of your visual merchandising strategy. Visual merchandising is the design and execution of in-store displays that increase sales and grow customer engagement. Some of the most popular examples of effective visual merchandising include retail graphics, window displays and point of purchase (POP) displays.
There are a number of standard inclusions related to visual merchandising. We wanted to focus on 3 specific segments and considerations regarding the print.
Category Signage
Category signage is used to break up large sections of the store and call attention to specific merchandise categories in a store. One of the easiest ways to accomplish this task is with large graphics that are easily viewed by customers. For example, a wall graphic creates an immediate impression that stays with customers. The wall graphics can be used to highlight specific products you want to spotlight and set apart from other items in the same vicinity of the store. Wall graphics are also an easy way to change blank or boring walls into a marketing message.
Interior Displays
Interior displays slightly differ from category signage as they can be used to promote a single brand in a store (inside a category of similar products). Think of a brand end cap that is the display space at the end of an aisle. End caps can use retail graphics to introduce new products, promote a seasonal sale or market items away from the crowded spaces on the store shelf. Interior displays can be bright and colorful or they can be more subdued and focused on the product. Either way, they highlight a specific product or brand to the buying public.
Small Shelf Signage
Smaller printed signage, on shelves in retail stores, are known as shelf talkers and they make a powerful impact compared to their size. Shelf talkers stick out from a shelf, or hang downwards off a shelf, so they will be noticed by consumers. Through a combination of graphics, text and bright colors, this promotional graphic makes it easy to locate certain items, highlight promotions and sales and also provide the information customers need to make an informed decision by sharing key elements or talking points about the product.
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