Recently, we’ve been talking about the importance of creating a standard brand guideline for your company. In order to maintain consistency across all your marketing initiatives and customer touchpoints, a brand standard guideline is crucial.
However, there are more guidelines to consider.
For example, how do you ensure that your retail locations are consistent in terms of the customer experience they cultivate?
Think about Apple, Target, and Lululemon. Despite having thousands of different retail locations, you know exactly where you are when you step into any one of their store locations.
This can be attributed to a thorough visual merchandising guideline.
Merchandising guidelines can help create a consistent customer experience within retail stores, particularly with in-store displays.
Here are three details you should make sure to include somewhere within your visual merchandising guidelines.
If your products change often, or if you’re always looking to improve your brand image, then your guidelines need to reflect that. Every store needs to be kept up to date with the latest brand movements and ideas.
That new line of hats you’re rolling out? Where should those be placed within each store? Or that new laundry detergent — where specifically should that go?
And don’t forget about seasonality. How should the layout of the store be altered when winter turns to spring? You wouldn’t want one of your stores putting out the spring gear a week after another (unless they are in different regions with different weather).
Otherwise, you’re losing out on the consistency of your stores and the feeling of familiarity that consumers feel each time they visit a location.
Overall, make sure you keep procedures crystal clear for what should be displayed, where, and when.
Are you worried that your descriptions for the store layout may get misconstrued? Add some actual visuals to your guidelines to help with clarity on how exactly things should look.
By using a digital rendering of how the ideal store should look, you can help ensure that everyone is on the same page in terms of the overall ‘feel’ within it.
Not all stores are created the same. While a standalone location may have more space to house all your products, a shop in a mall might be smaller.
In your visual merchandising guidelines, make sure to explain how to handle space deficiencies between each shop. Which products should be placed together if space doesn’t allow for them to have their own sections? Which products should you display more of if you have extra space?
Giving some insight into how to deal with space variations will help a store manager achieve the optimal layout.
With in-store displays, let’s focus on a wholesaler that carries your product.
In-store displays are everywhere at grocery stores and department stores like Target.
You may think that setting up displays is a simple process, but there are actually firms who work with brands to put together in-store displays that are primed for driving sales.
Take a look at ImagiCorps work resume in working with brands like Uniqlo and Microsoft.
Aside from teaming up with a retail display partner, you can work internally to keep your in-store displays consistent and effective.
Keep these three things in mind when it comes to your in-store displays:
What is it about your product offering that your customers are drawn to? Is it the price? The quality? Or is it simply your brand name?
Whatever it is, make sure that the benefits or features of your offering are clearly visible on your in-store display.
TVs can be a bit much when it comes to displays. If you need a television commercial to show what your product does, then your packaging and brand awareness might need some work.
By using digital asset management (DAM), you can keep all the digital assets for an in-store display in a single system. This includes signage, packaging, display pieces, floor mats, shelving tags, pricing and product information, and more. To learn more about DAM and how it can help with in-store display consistency, check out the MediaBeacon solution.
An example of an in-store display, courtesy of Pinterest
