How to increase the frequency of shoppers – in cities, in shopping malls, in stores? This is one of the most urgent questions residential retailers have to deal with right now. One possible answer to this complex question might be: visual merchandising. Why? Working with an effective visual merchandising in retail may not only increase the frequency but also bring in sales.

During the European Visual Marketing Merchandising Association conference –which was held in Munich in September– the lecturers have shown the impressive power of visual merchandising: shop builders, architects, professors and several others illustrated in detail that visual merchandising is the key to successful business nowadays. A large number of international retail examples were presented and indicated how effective visual merchandising can be used – in retail spaces as well as in front of it. However, a lot of these examples derive from Asia and –as the lecturers pointed out– therefore have to comply with the respective (and also differing) - regional and cultural market rules.

Following, you will find our summary of the most remarkable theses the visual merchandising pros in Munich offered:

Successful visual merchandising…
  • breaks with daily habits.
  • is the opposite of being efficient – shop windows should be “staged”, not decorated.
  • closes the gap between street and in house retail space–the facade for example can be illuminated or interactive.
  • has to be where the customers are–touch windows, metro stations, pop up stores.
  • steps out of the store and goes into people’s everyday life.
  • integrates city marketing and event management.
  • has to be human and make human communication and services possible.
  • includes recycling and upcycling.
  • has to be clear and focused–avoid information overload.
  • offers life related advice instead of shopping advice.