Visual Merchandising – Magazine Quart de Rond juin 2013 – Marchandisage visuel

(free translation from the French article published in the June edition of the Quart de Rond that follows)

 Robert Di Tomasso, Founder and President of RDTS, service agency specialized in merchandising, emphasizes the importance of in-store presentation.

He gives the example of the sale of garden lights’, very “fashionable” products with the ‘ ‘outdooring” trend. In the first store, the client ignores the display even it the “products are of a good quality, in sufficient stocks and offer a wide enough variety of styles, with ecological properties (since it runs on solar energy), and even if they are on sale (offered at a very reasonable price)”, he wrote. In a second store, the customer gets his attention attracted by the staging of “a beautiful terrace with garden furniture, plants and majestic flowers, water fountain and garden lights that highlight the smallest accessories.” If the customer does not buy the lights this time, he probably will think about and return to that second store when out of inspiration.

Mr. Di Tomasso also gives the example of the home decor stores chain Bouclair Home, which has redesigned its original offer by adding complementary products. It now offers “ready to go sets of products to create a smooth interior and it groups products by theme, color, style or collection to facilitate and enhance the shopping experience of its customers”.

 Every retailer who will succeed in “meeting the sensitive needs of its customers and who will focus on creating emotional atmospheres will be far ahead of the web or the competitors on an emotional point of view”, he says.

 “We will always need to feel, touch, taste and actually see the products for which we spend money”, suggests Mr. Di Tomasso.

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