My 5 Favourite Visual Merchandising Terms
In the world of visual merchandising, certain terms capture the essence of what we do and why we love it. I use these words on the daily having have picked up many over my years of visual merchandising.
These concepts help us create engaging and impactful displays that draw customers in and enhance their shopping experience. Here are my five favourite visual merchandising terms that every professional should know.
Visual Theatre
Also known as store theatre, this term conjures up the drama and stagecraft of the theatre while describing the feeling that an amazing in-store display or activation gives the customer. Whether it's an abundance of hanging florals, a giant custom-made prop, or a beautifully merchandised display wall with those special styled details, visual theatre is all about creating memorable, immersive experiences that go above and beyond.
Mother’s Day Floral Visual Merchandising Concept | The Westin Perth
Photo Alana Blowfield
Hot Spots
These are the fixture locations in a store that customers are drawn to and walk around many times within a floor layout. When combined with well-chosen and often high-margin products displayed strongly, they become beacons of sales and impact.
Hot spots should be changed regularly due to their prominent locations and shouldn’t be wasted on products that aren’t selling. Many of the most successful hot spot locations are at the front of the store, near the counter, or at the front of each zone in the layout.
Jellycat Hot Spot Display | Max & Hound Maylands
Peaks & Calms
A term I learned early in my VM days at Freedom. There are peaks – the awesome focal point displays that create interest – and then there are the calms, the repetition and space around a display that frames and contrasts it. These can be seen in a store environment or in a shopping centre as a whole, for example thinking of the themed visual display units and seasonal activations as the peaks that create that wow factor.
A peak can also be a hot spot and visual theatre. The calm not only creates an orderly and neat environment for the drama of the peaks to stand out but also ensures clean and well-maintained fitouts and surrounds.
Spring Summer Fashion Concept | Visual Display Unit | Westfield Booragoon
Photo Fallon Novak
Storytelling Displays
Storytelling in visual merchandising involves creating displays that tell a narrative, engaging customers on a deeper emotional level. By weaving a story through product placement, props, and thematic elements, you can create a cohesive and compelling visual experience. This approach not only draws customers in but also helps them connect with the brand and products in a meaningful way.
Sunset Clouds Cabinet Concept | Trinity Arcade Perth
Photo Courtney Holloway
Cross-Merchandising
Cross-merchandising is the strategic placement of related products together to encourage additional purchases. By showcasing how different items can be used together, you can inspire customers to buy more than they originally intended. This technique is particularly effective in highlighting complementary products, such as placing a handbag next to a matching pair of shoes, or kitchen gadgets alongside cooking ingredients.
Garum La Bottega Visual Merchandising Concept | Garum Restaurant Perth
Photo Shot by Thom
Understanding and utilizing these terms can significantly enhance your visual merchandising efforts. By incorporating visual theatre, strategically placing hot spots, balancing peaks and calms, crafting storytelling displays, and employing cross-merchandising, you can create engaging and effective displays that captivate customers and boost sales. Whether you're a seasoned professional or just starting out, these concepts are essential tools in your visual merchandising toolkit.