MARKETING KNOW-HOW Visual Merchandising: Cracking the Code

How does a jewellery store break the clutter and stand out? How does it grab eyeballs, and, at the same time, make its patrons feel welcomed and at home? 

- Priyanka Talreja Garegrat

Visual Merchandising (VM) is an important aspect of any retail operation, but it assumes even more significance when it comes to jewellery. VM reveals the soul of the store at the first blink. It’s all about displaying products in the most attractive way to provide a memorable shopping experience to customers, and maximising sales in the process.

Sharing his insights, Aftab Bandukwala, Founder of V-Design Architectural Solutions, who has been transforming small and large format interiors for 15 years, and counting, says, “Visual Merchandising should make the product stand out and make it look more attractive and enhance it in any way possible.”

Preethi Prabhakaran, Principal Designer and Owner of Articulations Design Studio, adds to this thought, saying, “The single most important purpose of visual merchandising is to attract and sell the product. The aim is to catch the attention of the passerby within the first couple of seconds.” Prabhakaran, who has more than 20 years of experience in VM, brand consulting and visual communication, believes that her USP lies in being bold with her designs.

With evolving consumer tastes, VM becomes more challenging, and retailers must think beyond the obvious. They need to figure out how to transform existing customers into loyal clientele, and entice new customers and passers-by. And while that sounds simple in theory, in practice, it takes a lot of skill and experience to get the display and décor right.