merchandising magic

Hot trends in store design and visual merchandising

by Erinn Morgan

Attention-getting store windows and displays can give retailers a critical leg up on the competition. This is particularly true for smaller stores without big advertising and marketing budgets.

It simply takes some initiative and the savvy to change displays up regularly to keep the customer interested. Visual merchandising is a necessity in this highly competitive environment, but it doesn't have to be costly.

1. COST CONSCIOUSNESS

Visual merchandising can be extremely affordable. Windows and visual displays can be inexpensive and effective when done with imagination.

Use affordable items, like old books and newspapers (these found objects are used by successful retailer/merchandiser Anthropologie) or even everyday things that are in your own home.

Anything that makes the window feel special—you can also add seasonal energy with appropriate event or holiday items on display.

2. SIMPLICITY

Today's trend towards budget-conscious display and design also fits nicely with the current display trend towards clean and simplified environments. These equate to sleek lines in displays and windows that help keep the focus on showing off the product. The goal is an uncluttered environment.

3. GREEN

The eco-conscious movement has taken a firm hold in the visual merchandising world and ranges from visual elements like using reclaimed wood in a window display to using low-V.O.C. paints in-store.

West Coast mega-retailer Fred Meier has employed the "Green Cross program," where they verify any green claims vendors make and only give their Green Cross designations on the displays of those products that are up to snuff.

4. FRAMING

Small-scale objects, such as eyeglasses and jewelry, will benefit greatly from being "framed" in displays in objects such as small serving trays and picture frames. When you show off these items on unusual display options, you "frame" the object and draw more attention to it.

5. DIGITAL SIGNAGE

One of the big, emerging trends in in-store display is digital signage, which is a form of electronic display (such as LCD, LED, or plasma displays) that shows information, advertising, and other messages.

Retailers can market their goods and services in-store (or in store windows) with impact by using digital signage. The prices for plasmas and LCD displays have dropped dramatically, making it easier than ever for retailers to jump on this trend.

6. ONUS ON LIGHTING

Effective lighting is one relatively inexpensive and surefire way to appeal to customers and draw attention to your products.

Current trends are focusing on energy-efficient LED lighting, such as spotlights. The proper use of daylight in retail environments is also in vogue, especially because female consumers like to see the true colors of what they are trying on.

7. EYE ON MATERIALS

Unusual materials used as a display or even store design element are getting more play today. Retro materials, such as linoleum, tin ceiling tiles, and cork, are popular, and so are nature-inspired items.

8. THE IMPACT OF VINYL SIGNAGE

Vinyl signage is another trend that helps execute your displays with impact and class. This type of sign can be used to market the store name and some retailers are even working with their vendors to transfer key marketing materials and images to vinyl. Vinyl signage typically runs about $10 per square foot. EB

The photos used in this article are purely for illustrative purposes and are not intended to suggest or imply that Chute Gerdeman Retail is any way responsible for the strategy or design represented in them.