By Ani Nersessian, VM ID Owner (A Visual Merchandising Agency based in Toronto, ON and How It Impacts Business Success
When most people hear the term visual merchandising, they often think of eye-catching window displays. While these are an important aspect, visual merchandising (VM) encompasses far more, serving as a silent yet strategic sales tool that profoundly influences customer behavior, sales outcomes, and brand perception. For small-to-medium-sized business owners, understanding and implementing visual merchandising effectively can be a game-changer.
At its core, VM integrates marketing, operations, and sales to create an inviting and functional retail environment. By blending aesthetics with branding and customer psychology, VM transforms retail spaces into immersive experiences that not only attract customers but also drive sales and build loyalty. And here’s the key: visual merchandising is not a luxury. It’s a necessity for any business looking to optimize its retail potential.
The Foundation of Visual Merchandising
Simply put, visual merchandising is the intentional presentation of products in ways that highlight their key features and encourage purchase decisions. This includes strategic placement of products and fixtures, creating a customer journey that feels seamless and engaging.
An effective visual merchandising strategy:
- Creates an inviting atmosphere: Encourages customers to linger, explore, and feel confident in their purchases.
- Supports business goals: Highlights high-margin items, moves slow-selling stock, and ensures seamless integration of new arrivals.
- Simplifies shopping: A well-organized layout helps customers find what they need effortlessly, improving their overall shopping experience.
The ultimate goal is simple: to set up a space that strategically sells.
The Business Benefits of Visual Merchandising
When applied thoughtfully, visual merchandising delivers tangible benefits that directly impact business success. Here’s how:
Educates and Builds Trust
Effective displays communicate product features and benefits, empowering customers with knowledge and reducing reliance on verbal sales pitches.
Sustains the Retail Set-Up
A visually strategic store aligns with customer shopping behaviors, ensuring displays are fresh, functional, and enticing.
Encourages Flawless Execution
Defined presentation standards empower your team to execute setups consistently, reducing guesswork and enhancing efficiency.
Maintains Brand Consistency
Strong visual standards aligned with your brand concept ensure a cohesive customer experience across all channels, reinforcing trust and recognition.
Drives Key Performance Indicators (KPIs)
A data-driven VM approach improves metrics like conversion rates, units per transaction, average transaction value, and overall profitability.
Inspires Customers
Combining aesthetics with practicality captivates customers, encouraging them to explore, spend time in the space, and make purchasing decisions confidently.
Why Visual Merchandising is a Must-Have
Whether intentional or not, the way your products are displayed influences how customers perceive your brand and whether they choose to shop with you. Visual merchandising is a critical tool for shaping these perceptions, especially in today’s competitive retail landscape.
For SMEs, leveraging VM doesn’t require extravagant budgets but does require strategic thinking. By focusing on presentation, organization, and brand alignment, businesses can maximize sales potential and make their retail spaces more productive through space optimization!
As a visual merchandising strategist working with retailers and markets across Canada and beyond, I’ve witnessed firsthand the transformative impact of VM done right. Whether you’re a boutique owner, a market vendor, or a larger retailer, understanding and applying these principles can transform and elevate your business success.
Ani Nersessian is a visual merchandising specialist and the face behind VM ID, a visual merchandising agency based in Toronto, Ontario.
With a B.Des from Toronto Metropolitan University’s Fashion Communications program, Ani has also taught Visual Merchandising & Display courses at both TMU’s and Seneca Polytechnic’s Schools of Fashion. Over her 21+ year career in the retail industry, Ani has worked with prominent brands and companies, including Holt Renfrew and Adidas Group Canada, before founding VM ID to share her expertise with a diverse range of retailers.
Ani has been featured in publications such as Retail Insider and The Globe and Mail and has collaborated with notable companies such as Oxford Properties, Cadillac Fairview, JLL, Morguard, and Joe Fresh. Current partners include the One of a Kind Show, Signatures Shows, and Stackt Market.
At VM ID, Ani believes no retailer can afford to be without a strong visual merchandising strategy. She is dedicated to identifying opportunities, enhancing the productivity of selling spaces, and elevating brand image for each client. VM ID supports businesses of all sizes, equipping them with tools, training, and guidelines for effective in-house visual merchandising. Whether for a boutique or a large-scale retailer, VM ID is committed to helping brands thrive with tailored visual solutions.
