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Store displays and the like can do much more than show what’s for sale. Data Tolentino-Canlas, an assistant professor at the University of the Philippines’s College of Mass Communication, explains: “Make them as eye-catching as possible, so that the consumer actually gets to imagine themselves in those clothes, on that couch, or watching that television...The more structured your display is around your consumers, or how [well] you know your consumers, [the] more likely [they’ll] patronize your product.”

Here are 3 strategies to catch your consumer’s attention:

“Visual merchandising is an integral part of our business and sales operations,” says Cisco Lumbad, brand manager of Dimensione, a furniture concept store under Suyen Corp., which is also behind the clothing brand Bench. “It plays a crucial role in connecting and familiarizing our customers with our products. The same thing can be said with the other stores handled by Bench.  At a store level, it is a driving force that allows your product to be seen, appreciated and hopefully sold.”

2. Establish your identity. For Victoria Velasco, visual merchandiser for bookshop Fully Booked, sustaining a unique image is key to effective visual merchandising. “We sell almost the same products as other bookstores, so how do we separate ourselves? In Fully Booked, we start with our ambience, and our visual merchandising plays a big role in that. With regard to in-store layouts, I make guidelines so that every branch follows a certain aesthetic, like specific books on the shelves, and special displays. If we have an in-store activity related to a particular theme, we also have displays [related] to that.”

By clearly identifying what your business is, you can tailor your visual merchandising accordingly. What applies to a neighborhood bakery, for example, may not necessarily work for a high-end fashion shop. Pick strategies specific and basic to your industry so you can make the most of your products and branding.

“Never forget the basics,” Velasco affirms. “That’s why design is very important.” Recognize what your target market is likely to want to see, and then build your visual merchandising along that angle. You can also check out your competitors or other businesses to pick up some tips. After that, your brand’s creative aspects will complete the rest of the merchandising effort.

“There’s a lot of effort being expended by today’s businesses to get into your head and be part of your everyday life,” explains Tolentino-Canlas. “When you go to IKEA [the world’s largest furniture retailer–Editors], for example, they market it as an experience. They have these really big warehouse locations that are so diverse. Everything inside is complete and can be purchased... they set up the furniture as if it’s your house. They set up the showrooms to completely simulate your home, and you can do everything there: you can tinker with things, try things out, and so on.”

In short, IKEA outlets are set up to be a series of simulations. “What IKEA’s presentation does is allow customers to do whatever they want, and visualize their homes with as much ease as possible. Once customers get it into their heads that all these things are affordable as well, they’re more readily convinced that this is the brand that will help them define their identity as a homemaker, and the identity of their home.”

Dimensione follows similar concepts. Lumbad explains: “There are several arrangements that showcase beauty and functionality in Dimensione. Our products are arranged in such a way that we provide several options, depending on customer preference... Products are given proper highlights as accent pieces, or they are placed in tandem with other pieces. The end result should always be complimentary with proper use of proportion, features and aesthetics.”

In retail businesses with higher volumes of products, such as bookstores, the right arrangement of a vast number of titles is critical. “For books, what’s important is selection and our marketing program. The visual merchandiser’s role [is to make] sure everything looks good,” says Fully Booked’s Velasco. “Everything we try to highlight in the store should be given the right exposure. There are prime spots where, if we highlight something, customers will really be able to see it, such as in high-traffic areas like the atrium.”