Today, as the world of e-commerce moves at a galloping pace, brand experience and your e-tail space is the most productive and efficient sales person. It is here that visual merchandising plays a pivotal role in creating that in-house store experience, strategically & perfectly displaying services and products while reinforcing the brand’s connection.

It’s also integral to recognize the sphere of visual merchandizing that encompasses distinctive retail design while simultaneously focusing on the prospective window display the customer interacts with on arriving at your e-store, the layout, the signage that speaks for your brand among several others.

In this post, I will give you a glimpse of creating effective merchandizing displays to not just garner customer attention, but compel them to make a purchase at the same time.

Who is your Target Audience?

A deep-rooted understanding of your target audience connotes a lot more than just being familiar with their demographics (age, income etc.). It’s integral to simultaneously understand factors such as psychology and behavior patterns. This gives you a great & thorough insight into what motivates the customer to make purchases from your brand whilst getting sufficient information on customer experience at the same time.

Hence the design process at Kuliza mandates the we cover Personas definition (fictional characters that suit different user types), user stories (sentences of conversations about the desired functionality), and user emotions (Focusing on causality, anxieties, and motivations of users)

You Don’t Tell & then Show

In the flow of arriving at a purchase decision, customers generally like a sneak-peek into how the product will suit their environment. It’s a good practice let your customers interact with your product or services to better identify with them.

A good example here are furniture brands which display their product convenient enough for the customer to envision the same at their home.

Like goes with Like

Grouping similar products will give your customers addition reasons to buy more items and for you, this typically results in more purchases. This area can get subjective. Feel free to get as creative as you’d like in way your categorize or group products that are of the same color, price, shape among few others that you can think of.

Purchases made from laptops and mobile devices make it inaccessible for customers to try on or get their hands on your product. Such situations you cannot advantage of your store layout, your witty window display, or your carefully chosen color schemes. In such cases, it is important that your online store brings some of the aesthetic value of your store and brand into place using colors, backgrounds, interesting web-layouts, and really awesome images.

Great High-Res Product Images                

A picture speaks than a thousand words. This is definitely true. Make your visuals clear, uncluttered and of good resolution. A zoom feature is a must add-on. This is essential for all types, be it automatic, mouse hovered on desktops or the classic finger swipe zoom on mobile devices.

How does this help your brand? Visuals give a great perspective of the product. What type of fabric does it use? How does the product looked when flipped? How does it look when worn by a customer? These are some typical questions your customers will have. All you need is one great visual.

 Accompany Products with Models

According to the e-commerce specialists Practicology, womenswear model shots sell between 5% & 20% better than flats or mannequins.

Well, I’m not surprised as it’s much easier to perceive how big or small a handbag looks when carried by a model as opposed to trying to identify how long a 25cm wide handbag would be in reality!

Take Backgrounds Seriously

I earlier mentioned how important it give your customer a glimpse how products will suit customer lifestyles and homes. Elaborating on that point, it’s extremely integral to address the space behind your product image. This can speak volumes for your brand. Are you minimalist, utilitarian – allowing the product to speak for itself – or are you a lifestyle choice? A good practice here is to utilize your backgrounds to enhance your product without obscuring its purpose or functionality.

Videos like Visuals speak Volumes

In recent research, it’s been observed that four out of ten shoppers who watched a product video online later visited the store online or in person, while 34% of clothing shoppers are likely to buy a product after watching an online video ad. This only means one thing. Videos are as important as other factors. It’s been seen that videos are not just great for desktops but mobile devices as well, with more than a quarter of mobile users admitting that view videos on their phone more than once a day.

Have Fun with Layouts

A great layout compliments the visual. One that harmoniously merges with the product, visuals and e-commerce store. Here, shapes, colors and texture weave in to create that enticing experience that leaves your customers hungry for more, even if they are already up to their head filled with jackets and grinders.

Experimenting with Interactivity will not harm you. Get funky with interactions, but have your strategy in place. If you can find a way to break the interactivity monotony, go for it. Today, e-tails are experimenting with all sorts of interactivity that includes a separate window providing customers to examine their purchases from all angles in great detail. All this, with just a click of a button.

Eye-for-Detail Product Descriptions

You’ve now got nearly everything in place. This is the last piece of your puzzle. Here is where your customer gets all the detailed information that they did not gather from your visuals. A good practice is to separate the intricate details that include fabric, durability etc. from the size. This gives great distinction for customers to scan the essentials.

However, ensure that you evoke an emotional connect with your customer. Discuss current trends, different styles and how they can reap maximum benefit from your product.

What are some best practices for visual merchandising that you practice for your e-tail? Do comment and share your thoughts.