Many online articles focus upon the role of digital marketing thanks to the presence of large e-commerce portals which enable you to reach a global marketplace. However, we should also remember that physical retail is by no means dead and buried. Many individuals still wish to ply their talents within the physical sector and address the needs of their customer base. Unfortunately, the science of retail merchandising is often overlooked in favour of its virtual counterpart. It is nonetheless critical to address this subject. Not only can you boost physical sales, but some of the associated principles mentioned below will carry over into the digital domain.
Catering to the Physical Senses
Think about the last time you came across an attractive product while shopping at your favourite retail outlet. What were its most appealing features? While the price may indeed have been involved, the chances are high that the presentation itself caught your eye. Some of the hallmarks of a well-developed merchandising strategy include:
- Accent lighting to draw your attention to the item in question.
- Bullet points intended to highlight its primary benefits.
- Products located with a mock-up of the intended environment (such as frying pans placed within the replica of a kitchen).
- Placing similar items in close proximity to one another.
The main takeaway point here is that you want to be able to tap into as many buyer senses as possible. This is why freshly baked bread is often located at the front of a supermarket and the type of background music playing throughout a store is intended to resonate with a certain demographic. As we can see, there is a good deal of psychology involved with these approaches. Those who would like to learn more are encouraged to check out this Shopify visual merchandising blog.
The Critical Role of the Point-of-Sale System
One of the most common mistakes made by novice retail sellers involves the assumption that the sale is completed once a product has been picked from the shelf. On the contrary, there is no guarantee that a purchase will be made. It can be argued that the point-of-sale (POS) system is just as important as the initial interest displayed by the customer. After all, this area represents the final step before a firm commitment. Some of the elements associated with an effective POS system include:
- Multiple payment methods
- Clear and user-friendly layouts
- The presence of other “impulse buy” items found at or near the checkout counter
- Presentations of offers, memberships and similar discounts
An effective retail environment should always represent a well-oiled machine from a sales and marketing perspective. Not only must the products be presented in an agreeable manner, but you will need to ensure that the checkout process is as smooth as possible. Although there is no doubt that the digital community continues to expand, the realm of traditional sales is indeed here to stay.