How’s Your Merchandising?

There is something about walking past a storefront that is beautiful that just hits us and makes go “WOW”.  Even if you don’t like to shop, you can’t stop but to admire it. As long as it’s not overpowering you with a million bottles of over-sprayed teen cologne (*cough cough*) or jammed with too many racks of disorganized clothes once you get inside, that visual merchandising can make you stop for a moment and really fall in love.

What makes the merchandising of a retail store so effective? 

Think about the sensory effect when you walk past the store in the mall. This is a 15 second marketing message in which a company introduces a prospect to the brand, its message and it’s product and knows that they are about to make a choice. They invest in this 15 second impression more than almost any other part of their process because this impacts every other experience that client will then have with their brand. Merchandising is key because they have taken the time to invest in their brand and the presentation of it to their clients – not just the ones that they are trying to get, but the ones that they already have as well.

They impale your senses from every direction and take no chances on that “call to action”. They want to make sure that there was nothing they could have done better or said in a different way that could have changed your decision, if you are their target market, right? When you walk past that store, it shines with their message. You can see plainly what their brand is, what the current trend or sale is. You see, smell, touch, hear, and sometimes even taste it. They’ve researched this, they make sure they get it right.

Merchandising elicits emotion. It creates connection, reaction, and interaction with a brand. I know that with the recent changes in our beloved {hated} social media, it’s become harder and harder to do so – but I challenge you that maybe it’s just that we need to get more involved in our merchandising strategies. Did you know that most (read: pretty much ALL) retailers have look books in which they outline their specific merchandising all the way down so that it is unified all the way across the board for every campaign they run?

I’m here to tell you, you can do this, but merchandising over social media needs to be strategic and cannot be accomplished with a one and done mentality. It is complex, planned, and integral to an actual marketing tactic. You need to put a strong marketing message in place, and then create ways to deliver the message to appeal to the range of senses over the course of a week at a time. Focus on a sensory appeal for the day, and make sure to hit it with strength. And then back it up with a powerful offline message on print to truly get that emotional touchpoint.

Let’s Analyze! How are your displays? When you’re building your posts on social media or in print, are you considering the senses? The 5 seconds (if that – your time is shorter on social. This is why having an offline print element is so important) that you have of their attention to give them an introduction to your brand and message? How will you hit them hard and make them WANT to know more, to do more, to share more about you? This is about the click, the like, the share, the post. We need to generate movement. This is something you need to take the time and invest in. Your clients want to be invested in – they want to be important enough to you to be invested in.

First, create your action plan. Think about the stores your target market shops at. Research online and look at their visual merchandising, their window displays. Do Google image searches, look at their websites. Read the words they use, look at their social media campaigns, see what their Facebook pages look like, how they tweet, what print marketing they’re using. How do they interact with their clients? Take notes. Write down things that appeal to you. Can you make this work for your brand? Do you know how to do this for your business? What are they doing that is so different from you? Better yet – go shopping! Go to the mall and check it out (the store fronts, not the merchandise!) Don’t forget that those storefronts are PRINT. These brands know they need a complete strategy.

Now, how to translate it. This is something you’ll want to plan out as a campaign for things like Facebook and Twitter. With the Blog and Website it can take on more of an actual floor-set mode. I’ll explain that in a minute. Let’s get to starting your “look books”.

Facebook and Twitter Campaigning/Merchandising Style: 

• With Facebook and Twitter you’ll want to identify a message to communicate for an entire week, but spread it out incrementally over the full week. Make a daily plan. Write out your message for that day and what elements you’ll use to share it (photos, video, blog, etc). Choose the time of day, and then share it throughout the day.
• You’re giving out pieces, sneak peeks, parts of the design throughout the whole week so that the audience needs to interact the full week to get the full experience. Build excitement, let them know there is more.
• The point of a campaign is to get reach across the brand. It could stretch into photos, videos, your blog, a tab, questions, your website, an event, a download – as long as it’s something in it for them in the end and not just a win for you. 
• Ask people to share your posts/photos, etc with their friends. You don’t get what you don’t ask for.
• Another key is do not cross post from FB to Twitter. Yes, its easier, but people on Twitter want different information. Give them different tidbits. Shorter info, different links. Take them to different photos, different tabs, different exclusive content. Make them feel a different kind of special. Ask them to RT (retweet it), and use hashtags (#) – even better if they’re branded.
• Use a different medium each day. Don’t just hit a single sensory contact each day, try for a mix – and don’t miss a day. Try vision/hearing, etc.

Website, Blog and Print /Floorset Mode:
First, I’ll explain what a floor-set is. A floor-set is kind of like a map that retail managers are given when they need to lay out the design of a store’s merchandising displays to maximize the sales and the displays of merchandise. It helps plan where the merchandise should go based on sales projections, planning, goals, basic merchandising structures, store layouts, marketing plans, and business structure. It’s built around the brand and helps guide the business to make the right decisions about how to plan the layout of their marketing and sales decisions from the design on up to really maximize their profit for the upcoming season. Obviously, this is used in stores with actual space, but for right now, your space is your website, your blog, and your print pieces – and you need to make sure you maximize it wisely!

This is a lot about basic branding, but it’s also about content and making sure that your merchandising is well thought out and all of the elements are in line with the impression of your brand and your experience. When you look back on the research you did or even through the images on this post, what was the impression you had of these brands? Would you shop there? What would people think of your business if they saw your website or your blog? What would they think if they read your blog posts? Is there a lot of fluff and junk that isn’t selling you? Are you hiding your message or not showing the best of the best? Are you creating true connection through content and inspiring engagement?

You’ve only got a few moments of your clients time when they first enter your site to hit them with your Visual Merchandising to make that impact decision of “do I stay, or do I go?” This is why you do not want to skimp on this.  Focus on your visual merchandising of your blog and website just as much as you do your Facebook and other social media.

Are your blog posts engaging, well written, and not overwhelming? Do they show only the best few images? Are you being selective and speaking to both your current clients and prospects or are you posting just to post? This is your voice to your clients (past, present and future), how does it sound?

And just like the outside, the inside (offline) interactions are dripping with merchandising as well. Your print pieces have the opportunity to create a reward for the touch senses of your target market. Even the most simple sign or banner can create a trust-worthy level of tangibility that you can’t get with online marketing efforts. Visual Merchandising is incomplete without it – that’s why retailers have beautiful, impactful and large print pieces at the center of their merchandising displays.

Emulate the best. Enhance your merchandising with print. Create a piece that allows buy in with the opening – that makes it a journey to get involved in. Give a reward to their senses using print.

How does your Merchandising stack up? If you need to revisit it, do it now! It’s all about the first impression.

We can help! Call us today: 800-511-1859

This is a reblog from an original post by KG on StudioTrainer.

Washington Graphics LLC Partners with Fabri Fine Jewelry, Ltd.

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Fabri is Latin for ‘highly skilled artisans,’ and that is exactly what you will find at Fabri Fine Jewelry, Ltd., located in Bellevue Square Mall in Bellevue, WA.

The company has been selling quality jewelry to the Pacific Northwest for over 20 years. Fabri first earned its superb reputation for their top-quality designs and skilled workmanship with gold and gemstones. Today, Fabri continues to use only the finest of materials to produce one-of-a-kind products that are hand-crafted by only the most talented of artisans.

Fabri carries a wide selection of jewelry from some of the finest designers in the world at affordable prices. Names such as Barkev’s, David Worcester Designs, Hidalgo, and Richard Krementz Gemstones are only a few of the A-List designers Fabri partners with.

The company’s impeccable customer service coupled with their attention to detail makes for a pleasurable shopping experience. With every item sold, Fabri gives you their personal guarantee of satisfaction and value!

Washington Graphics LLC began its relationship with Fabri before the store even existed! As you can see in the photos, simple yet stunning white barricade graphics were created for the store to elegantly mask construction during its relocation to Bellevue Square, a premium shopping location.

These versatile displays allow you to promote and advertise your new retail location effectively and attractively while concealing construction or unsightly renovation. By decorating an otherwise plain and lifeless barrier, you are turning an expense into an asset immediately!

Large, bold, visual marketing helps to create a certain ‘buzz’ and excitement about what’s coming. Additionally, it can help increase your brand awareness and build momentum for your big grand opening. Why would you want to wait until months after opening shop to build clientele when you can start before your doors even open?

After the store’s opening, Washington Graphics went to work creating door banners (such as the Pandora one seen above), signage (see Pandora sign above), vinyl hanging banners (such as “Where Western Washington Gets Engaged” banner seen in slideshow), and free-standing signs (such as ‘Jewelry Repair’ and ‘Watch Batteries’ examples seen above).

The store also plans to work with Washington Graphics to create a service plan brochure as well as to update signage in their jewelry cases.

Washington Graphics LLC would be happy to be your business partner every step of the way! We always enjoy rewarding projects such as this when we get to help you as your business plans and dreams come to fruition.

Give us a call today at 425.376.0877 for a free estimate!

Barricade Graphics Created for Down East Basics Retail Stores

During the past month, Washington Graphics LLC has created and installed barricade graphics for two Down East Basics stores- one located just outside of Seattle and the other at a mall 220 miles southeast of the city (Kennewick, WA). These eye-catching, larger-than-life pieces serve to advertise for the store and inform customers of its opening date while it is still under construction.

These versatile displays allow you to promote and advertise your new retail location effectively and attractively while concealing construction or unsightly renovation. By decorating an otherwise plain and lifeless barrier, you are turning an expense into an asset immediately!

Large, bold, visual marketing helps to create a certain ‘buzz’ and excitement about what’s coming. Additionally, it can help increase your brand awareness and build momentum for your big grand opening. Why would you want to wait until months after opening shop to build clientele when you can start before your doors even open?

Barricade graphics also offer the perfect solution for turning a bland storefront into something that draws customers in and differentiates you from your neighbors. These graphics also create a positive expectation for an exciting shopping experience. Window shoppers will be wowed!

Our barricade graphics are created and installed to fit any size and space (including curves and multi-level surfaces) and are the perfect solution for utilizing valuable ad space.

When it comes to your new business, most things will have to wait until opening day. But advertising is the one thing you can do to help your business boom even before your doors open- so why wait?

If you are interested in pursuing a similar project with Washington Graphics LLC, please contact us.