10 Visual Merchandiser Skills for Retail Marketing

Visual merchandising can help to sell products and get customers to purchase more. It is a crucial business activity for retail stores with windows and open spaces within the retail facility. Merchandise displays are placed in strategic spots mainly to attract the customer’s attention. For instance, your beautiful displays can leave a memorable impression on the retail customer.

If you love decorating windows or retail facilities, this is the perfect job opportunity for you. Many employers seeking a visual merchandiser, will look for a set of skills to ensure they are hiring the right candidate for the job.

Visual merchandisers are not always part of sales or marketing teams, but they assist with increasing a product or service sales. They make sure that the store is always welcoming and displays are attention-grabbing. Visual merchandisers are mostly recruited by retail chains, large department stores, and shopping centres like the Burlington Mall.

Below are ten important visual merchandiser skills to have:

1. Creativity skills

Creativity is one of the most important visual merchandiser skills. Visual merchandisers are creative and can use their designs skills to develop concepts and images for a specific product or service. You will be able to create eye-catching product displays and store layouts that will encourage customers to buy.

2. Communication skills

As a visual merchandiser, you will have strong communication skills and understand how to communicate with buyers and sellers. You listen to the retail store needs and work to develop a solution that will deliver the retail message to the customer. You will be able to identify the key message to be conveyed and ensure this is well captured with the visual display.

3. Knowing trends

Merchandising initiatives should always remain fresh and relevant. Visual merchandisers pay close attention to trends. As a visual merchandiser, you will source out the latest materials such as equipment, models, props and signs that are trendy today. You will know what trends dominate the retail market. You will be aware of consumer preferences and to be able to use trends to implement a winning visual merchandising strategy.

4. Understanding brands

The primary responsibility of a visual merchandiser is to deliver concepts and strategies to promote various retail brands, products and even services. You will be creating striking store displays that will draw customers and maximize sales. You will work in collaboration with retail buyers, store managers, marketing and promotion staff to attract customers.

Customers should be able to experience the brand through effective visual merchandise. The goal of the visual merchandiser is to maximize brand awareness. You develop concepts, designs and presentations that reflect the brand. You will be able to combine various elements such as colors, shapes and textures to showcase the brand. This approach will ultimately enrichen the customers’ experience.

5. Organization and management skills

As a professional visual merchandiser, you will be expected to have exceptional organizational skills as it involves coordination and project management of the visual display. You will be working with supervisors, peers and subordinates on executing the visual merchandising strategy. There will be many activities to organize and coordinate, including sourcing supplies and materials.

Half of your time will be spent in the office, creating visual plans and layouts. The rest of the time, you will be traveling to retail outlets or sourcing props. You will be involved in the constructing displays as well.

6. Supervising and teamwork skills

Most times, you will be involved in setting up a display, but there are other times you will be supervising staff on tasks to execute the design. You frequently work with buyers, marketing executives, retail representatives and other retail merchandisers to ensure the right visual impact. You will also be able to train sales staff on how to display products for high impact.

7. Design skills

Similar to creativity, design is one of the more important visual merchandiser skills and qualities. You will have a talent for design, combining colors and implementing different styles. Your design skills will help to promote the product and services, grab buyer attention, increase sales and enhance the in-store experience.

Designing is an essential skill in becoming a recognized visual merchandiser. You should be familiar with Computer-Aided Design or Adobe Creative Suite that will enable you to use your artistic skills. Ensure to keep developing and training in this skill.

8. Interpersonal skills

Interpersonal skills are a given when you become a visual merchandiser. This is because you have to interact with teams and other representatives to implement a visual merchandising strategy. You will be liaising with teams such as the marketing, sales and retail departments to create themes for the visual displays.

9. Attention to detail

You make the most of all the space available and work within a budget. You have a strong focus on detail and ensure a thorough strategy. Overall, you are confident with your decisions and ability to increase sales.

10. Customer service skills

You will seek feedback from customers and have impeccable customer service abilities. You understand the customer service process and what will trigger a customer to buy a product or service. You fully understand customer preferences and expectations. You even interact with customers to understand the changes to be made to displays.

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