Top 5 Display Merchandising Tips & Tricks with Homecoming’s Suraiya Nanji
Whether you’ve just moved into a Makers store, or you’re an existing vendor looking to spruce things up, check out the tips below from Homecoming’s Suraiya Nanji to get your display looking its best!
If you’re needing some support on how to make your display more appealing to draw customers in, Homecoming Candle’s Suraiya Nanji is here to help! With a degree in Visual Communications from the Fashion Institute of Design and Merchandising in LA and 15+ years of experience in the US + Canadian retail world, Suraiya has designed and executed retail displays for Neiman Marcus and Forever 21. Locally, she has worked as a merchandiser and event planner for brands like The Fairmont Pacific Rim and Arc' teryx. A maker herself, Suraiya is the founder of Homecoming Candles, a range of visually stunning candles and home essential products, perfect for any homebody. Read on for her top tips!
Makers Vaughan Mills, 3ft and 4ft shelving
Your Maker's shelf is an extension of your brand. Your selection of colours, signage, and display elements will create an impactful in-store presence, showcasing your product and communicating your story to your customer. Successful merchandising means creating a memorable shopping experience; it's key to increasing sales and creating future brand recognition!
1. Use Display Elements to Tell Your Story
Consistency is key in building a strong visual presence. Use the design elements already found in your brand identity to continue to tell your story throughout your shelf. Bright pops of your accent colour can be used to direct shoppers' attention to new products, seasonal items or deals. Your key brand colours can provide a clean, consistent backdrop for your overall display. Try to limit the number of colours you work with within your setup to 3-4 as to not overwhelm your products. Identify other elements and textures that can add layers to your display. For example, wooden crates and faux plants communicate a natural or rustic feel and clear acrylic or mirrored elements give a more modern and boutique like look.
Photo credit TRC and Say Lizard in Makers Vaughan Mills
2. Rule of 3
Studies have shown that the human brain responds best to items in groups of odd numbers. The rule of three is a merchandising principle in which three items are grouped together to create a pleasing and balanced composition. This provides the shopper with options for similar items without overwhelming them. Items could be grouped together by colour, shape/height, or category. A similar practice is also known as the "Pyramid Principle." The products that take up the most space are in the center, with smaller products and accessories around them.
Beautiful signage from Blazing Bombs and Doodles by Naomi
3. Signage
Did you know that 34% of shoppers associate the quality of your sign with the quality of your product? This is a significant number that highlights the importance of communication with your customer. Good signage should be clean, clear and easy to read. It should guide the customer, providing them with the key information and visual cues they need to make a decision. Use your signage to emphasize the details and benefits of your products, showcase prices or tell your story effectively.
Examples of breathing room, ByRamoco and YFL Fine Art + Home Decor
4. Give Breathing Room
While it’s tempting to fit as many products onto your shelf as possible, it is also extremely important to give your products “Breathing Room”. This means leaving enough space between products to allow for easy browsing without the risk of knocking other items over or ruining a precarious display. This is especially important to encourage interaction with the products (smelling a candle, trying a lotion, etc.) and to showcase special pieces. Shoppers that pick up a product have the highest correlation with buying, studies find that up to 30% of all products held are later purchased. Place larger, heavier items and duplicates on the bottom shelves and smaller, lightweight ones on the top. Whenever possible, keep samples and testers at eye-level.
5. Consider Customer Flow
Pay attention to how customers move throughout the space. This is known as “Customer Flow”. Your shoppers will be approaching your shelf from various directions, so take some time to see how your shelf will be viewed from all angles, heights and distances. What can you do to catch a customer’s eye from across the store? Looking at your shelf from a new perspective will allow you to adjust your display to ensure that your signage is visible and that your shelf looks dynamic and balanced without any unused spaces.
Hope you found these tips helpful! If you’re looking for more support, you can check out Suraiya’s website here.