How do you measure and improve the impact of your visual merchandising on sales and customer satisfaction?

1 Define your objectives

Before you start measuring and improving your visual merchandising, you need to define what you want to achieve with it. Do you want to increase foot traffic, conversions, average order value, repeat purchases, or customer loyalty? Do you want to highlight a specific product category, promotion, or season? Do you want to communicate your brand identity, values, or story? Having clear and specific objectives will help you design your displays and evaluate their performance.

2 Choose your metrics

Once you have your objectives, you need to choose the metrics that will help you track and measure them. Metrics are the quantifiable indicators that show how well your visual merchandising is performing. For example, if your objective is to increase foot traffic, you can use metrics such as store visits, dwell time, or bounce rate. If your objective is to increase conversions, you can use metrics such as sales volume, conversion rate, or basket size. If your objective is to increase customer loyalty, you can use metrics such as retention rate, repeat purchases, or net promoter score.

3 Collect your data

To collect your data, you need to use the tools and methods that are suitable for your metrics and your budget. For example, you can use point-of-sale systems, inventory management systems, or customer relationship management systems to collect data on sales, inventory, and customer behavior. You can also use sensors, cameras, or heat maps to collect data on foot traffic, dwell time, or customer flow. Additionally, you can use surveys, feedback forms, or reviews to collect data on customer satisfaction, preferences, or opinions.

5 Implement your changes

To implement your changes, you need to use the insights and recommendations that you derived from your data analysis. For example, you can use A/B testing, which is a method of comparing two versions of a display to see which one performs better. You can also use best practices, guidelines, or principles of visual merchandising to improve your display design, layout, or composition. Moreover, you can use customer feedback, suggestions, or complaints to address any issues or problems with your display.

6 Monitor your results

To monitor your results, you need to repeat the process of measuring and improving your visual merchandising on a regular basis. This will help you track and evaluate the impact of your changes on your objectives and metrics. It will also help you identify and adjust to any changes in customer behavior, preferences, or expectations. By monitoring your results, you can ensure that your visual merchandising is always aligned with your business goals and customer needs.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?