Five Top Tips For Product Packaging

While visual merchandising is a critical aspect of attracting customers to buy your products, retailers often forget how important the packaging of the product itself is. Product packaging is a crucial marketing tool and can be the convincing factor that makes your customers buy. When you are thinking of how to make your products more attractive, product packaging may be more important than you may think.

Importance of product packaging

1. Sign of quality

While it may be up to the manufacturer to package products, and not you as a retailer, having well-packaged products will show your store in the best possible light. As a retailer, you should make sure that you present your products beautifully. Product packaging should be clean, free of dust and in good condition. If product packaging is damaged or scruffy, then you may be putting off your customers from purchasing.

2. Instantly recognisable

If you sell products exclusively, then branded packaging may be the key to your success. Branded packaging can be instantly recognisable which will be an immediate draw for customers. If you have exclusive items or sell a specific brand which is popular with your customers, then try to theme your point of sale areas with the same packaging colours and use it as a marketing tool. You may be able to ask manufacturers for their own point of sale displays to further improve your marketing.

3. Customer service

If you sell delicate or fragile items, then it may be your responsibility to package items accordingly after the sale. How you sell and deliver your products to customer is a sign of quality customer service and is not an area where you will want to fall short. Consider packaging such as bubble wrap, wrapping paper and tissue paper. As well as this, you should consider carrier bags. After all, the presentation is everything.

4. Online shopping

87% of UK citizens shop online. With this in mind, having an e-commerce store and well as a physical shop can be an excellent way to boost sales and improve your bottom line. However, online sales are only worthwhile if you make sure the product arrives in good condition to minimise the chance of returns and refunds. Product packaging is vital to protect your goods and make sure that they arrive at the customer in pristine condition.

5. Buyer influence

How you package products can be just as influential as how you display products. The colours you use in product packaging and the type of packaging used can significantly influence a customer’s buying decision. When you are researching for products to sell, it is essential to check their packaging as well as the product. The product packaging needs to align with your brand, and it is not worth having a great product if the packaging looks poor. When selecting your products to sell, make sure to check the packaging so that it aligns with your shop and will be successful.

Purchase product packaging at Valentino’s Displays

To make sure you deliver products, with care and style, the packaging is essential. At Valentino’s Displays, we stock a range of product packaging to make your products stand out for all the right reasons. Where you pack items for customers or send products through online shopping, we have the packaging to help. Browse our collection now or contact the team to find out more.

Five Top Tips For Product Packaging

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Top Tips From The Visual Merchandising and Display Awards

The Visual Merchandising and Display Awards are an important retail award ceremony that celebrates one of the most critical aspects of shops that can help to increase sales. Taking place annually, the event celebrates excellence, innovation and originality for creatives, retailers and suppliers.

Any retailer or visual merchandising team can take part in the award ceremony as they are entirely free to enter and there are over twenty categories to pitch for. The awards celebrate both independent, individual and small shops as well as the larger multiple retail outlets. If you are considering entering for 2018, here are some top tips from the winners of the Visual Merchandising and Display Awards from 2017.

Top visual merchandising tips from the Visual Merchandising and Display Awards

  1. Go wild with props

Props can be an excellent way to get people talking about your display and can be as big and dramatic as you want. With props, you can create an incredibly creative design and tie in your products in a way that suits you. Props may simply be used as a platform to display products.

The winner for the most outstanding feature in the VM and Display Awards 2017 was the retail fashion store, Missguided. For their entry, they used a bright pink Jeep, with their mannequins showing their clothing range set up around the vehicle. While the Jeep had no link to the clothes, it was a way to inspire a road trip wardrobe as well as being a remarkable feature in the middle of the store that certainly attracted attention.

  1. Give your mannequins life

If you use mannequins to display products, then you could be missing an excellent visual merchandising trick. Have you ever thought about bringing your mannequins to life? Mannequins do not simply have to stand there; they can be in the heart of the action. For example, your mannequin could be taking your mannequin dog for a walk?

The winner of the VM and Display Awards for 2017, Hackett, had their mannequin performing a skydive landing into the water. At Valentino’s Display, we offer a range of flexible mannequins as well as action mannequins so that your display dummies have character and life. With this, your customers can see how products can be a part of their life, not just a great display.

  1. Make the most of seasonal events

Christmas window displays are almost as important as Christmas adverts on the television. Seasonal events are an excellent opportunity for you to wow passers-by and make sure people are mesmerised by your store. Festivities give you the artistic licence to pull out all the stops and go big and bold with your design.

Unsurprisingly, John Lewis were the winners of the Christmas Display Award in the VM and Display Awards for 2017 with their underground woodland cave window featuring cosy snugs that brought the true essence of winter and Christmas, without a Santa Claus in sight.

Want to enter this year’s awards?

At Valentino’s Displays, we have a vast range of visual merchandising and display products to help you create the perfect window and in-store display. If you have an idea but need some help turning it into reality, our display equipment can help. Browse our extensive collection here and don’t hesitate to call on 01489 808007 for friendly advice. We look forward to seeing your entry!

Top Tips From The Visual Merchandising and Display Awards

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Top 5 Window Display Trends for Spring/Summer ‘18

If you own a bricks and mortar retail store your window is your key selling point. It’s the first impression a potential customer gets and it’s your chance to encourage them to step instead. Creating an alluring window display is key, giving customers just enough to catch their eye and make them want more. Create a display that sells for the season ahead, with the top 5 window display trends for Spring/Summer ‘18…

  1. Through the Looking Glass

This season it’s all about creating something remarkable, something that stops passers by in their tracks. When it comes to your window display for Spring/Summer, think theatrical, think magical and don’t hold back. Create drama with different materials, layers and levels. Use backdrops and accessories to create a scene around your products, tell a story and make your products the star of the show.

  1. High Tech

Interactive window displays are on the rise, with video, sound and cameras all being incorporated into the traditional window display. Encourage your customers to stop and become part of your display, with a selfie camera or a video screen to ensure that they engage with your products. Try a simple display using stands at varying heights to create interest, coloured lighting and three video screens that showcase your product and the lifestyle that surrounds it.

  1. Environmentally Conscious

The ‘green’ trend has taken over a variety of industries. It’s not just beauty brands that are becoming green – the everyday modern day consumer is becoming more and more conscious of the environment and their purchasing decisions. Tap into this market by creating a display using recycled materials, today you can create visually impressive displays using recycled materials alone. Communicate to passers by with a bold and bright sign.

  1. Life-like Mannequins

Today our world is so visual. As consumers we like to understand how we fit in with something, how something might look on us, and how a product might be right for us. Because of this, there is a big demand for life-like mannequins, as displaying products on realistic models has been shown to encourage people to buy.

Tap into this trend and create a life-like scene in your shop window. Tell a story and use that story to enhance your products. Try our collection of life-like mannequins and build your display from here.

  1. Au Natural

Greenery is back big time, with brands in all industries using plant styling to enhance their product photography and window displays. Breathe life into your window display and make your products come to life by styling with greenery. Try large floor standing plants, hanging plants on stands and from the ceiling, weaving in and behind your products to create a vibrant and eye-catching display.

2018 presents the perfect opportunity to get creative with window displays and think outside the box. If you’re looking for accessories, stands, mannequins and more to create your eye-catching window display this year, we’ve got you covered.

Top 5 Window Display Trends For This Season

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Top 5 Mistakes Fashion Shops Are Making With Visual Merchandising

What drives a customer into a new fashion or retail store when they’re wandering through town? While they may be enticed by the products themselves, it’s often the way the products are displayed or the way the shop is organised which catches their eye and draws them inside to make a purchase.

Visual merchandising is often undermined as a sales strategy in fashion retail stores. Don’t make that mistake. The layout, appearance and visual personality of your store are just as important as the products you choose to put in it.

Carefully curated visual merchandising can be the difference between a customer who makes repeat purchases and those who leave empty-handed, or worse, don’t  feel compelled to come in at all. To help you out, we’ve rounded up the top 5 mistakes that fashion shops are making with their visual merchandising strategy.

1. Lack of consideration of the target customer

To create an effective visual merchandising strategy, it’s vital to keep the target customer in mind. This means analysing your demographic data such as customer’s age, gender, and income, but also delving deeper into their psychographics, such as likes, dislikes and lifestyles.

Are you targeting children, teenagers, young adults or mature? What do they seek when they come into your store? What kinds of products are they looking for at the specific time of year? By accurately evaluating your target market, you’ll be able to effectively entice them into your store.

For example, if you’re targeting young, fashion-conscious females at christmas time, apply psychology to your visual marketing by employing a vibrant, exciting and glamorous seasonal window display. If you’re targeting middle-aged, busy, working people, employ simplicity, organization and cleanliness to your store layout so they can quickly and easily find what they’re looking for if they’re in a rush.

2. Under utilizing the checkout area

If people have got to the checkout area, they like your products – after all, they’re about to buy one! Use this to your advantage by making the most of the surrounding area. Use a nearby wall or space beside the tills to display a small selection of products. It’s best to focus on lower priced products as customers are more likely to buy these on impulse. You can also use posters and signage to communicate current offers or promotions which customers may have missed.

3. No logical organisation of store layout

It’s essential to bear in mind that shoppers don’t always have much patience. Often, customers enter a store with a specific objective in mind. While you ideally want customers to browse the entire store after they’ve found the item they want, you don’t want them to give up in frustration when they can’t find what they’re looking for.

In a particularly large store, you should implement a clear, accessible store map or signage to help customers find what they need. In smaller stores, using a grouping strategy can save customers time. You could group by category, brand, by use (evening wear, beach wear, casual wear, accessories), or by season. The key is to choose groups which will help customers find what they’re looking for.

4. Too few or too many products

Stocking too few products is one of the worst mistakes you can make. Large, empty spaces or obvious gaps look uninviting -and could even make your customers feel like you’re struggling or have nothing to offer. However, too many products can leave customers feeling lost or overwhelmed. To avoid this, try to establish a plan which determines what goes where and in what quantity. Make sure there’s enough free space in your store for customers to easily move around and to display each product clearly and individually.

The key message? Choice is good, clutter is not!

5. Focusing on one sense instead of five

It’s a common mistake to focus on creating only a visually attractive store. Sight is easy to take advantage of with the use of lighting, themes, symmetry, colours, and attractive store decor such as mannequins. But to create a fully immersive experience, make sure to consider the other senses too.

Give your customers the ability to touch and try out whatever you’re selling, and carefully select the music you play in store – it has a bigger effect on your customer’s behaviour than you think. For example, playing top 40 pop could encourage teenagers into your store while discouraging a mature audience, and mellow music could help people to slow down, relax and browse more thoroughly.

You’ve probably heard of global brands like Samsung, Hollister and Sony who use ‘scent marketing’ to their advantage. Smell is closely linked to the function of your brain which controls emotion and memory, which are two factors in why a customer would choose your store over another. Why not incorporate a scent into your store and see the subtle yet effective result?

For more visual merchandising tips, tools and advice, as well as an extensive range of display equipment products, head over to Valentinos Displays or call 01489 808007.

Top 5 Mistakes Fashion Shops Are Making With Visual Merchandising

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