Although we naturally shop from left to right – the same way we read our favorite books – when arranging merchandise, starting at the top left and endlessly filling the shelves towards the right, is not the proper technique when there is plenty of substituent products for the arranging. At this case, on the contrary, vertical merchandising can bring some real benefits in any serious effort to use organised and visually appealing merchandising.
Vertical merchandising attracts customers’ attention
Vertical merchandising reffers to the technique or process of displaying products vertically in columns, from top to bottom. Especially when used in combination with block merchandising (same merchandise areas in a broad assortment), it creates the most visual impact, simply by the existence of focal points that attract customers’ attention.
[…] makes it easier for customers to shop
Vertical merchandising makes it easier for customers to shop, when proper merchandise is grouped together vertically and in the right place, as there is not a need for shoppers to walk all the way beside the wall units, in order to find what they are looking for.
Such an arrangement, namely horizontal merchandising, when in great expansion, could irritate customers, even make them easily leave the whole process of purchase. Thereby grouping together same merchandise in rows from top to bottom, is preferable than placing products horizontally, in vast rows from left to right.
[…] supports eye level product placement
Vertical merchandising ensures that top sellers can be equally placed right at eye level. Placing premium, profitable or popular brands along the eye line, leads customers from eye level focal points to shelves which are below eye level- down to subordinate brands or products for bargain hunters.
[…] improves the appearance and organisation of a store
Ultimately, vertical merchandising not only leads shoppers’ attention in the preferable areas but it also improves the general appearance and organisation of a store. So walking through the aisles becomes a more pleasant shopping experience.
Vertical merchandising can always be one of the stores’ display strategies to secure competitive advantage. When managed properly, vertical merchandising works well and can result in great visual effects. Just always remember to make assortments that make sense, be aware of the available space and be attuned to your customers’ needs in every single step.
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