Visual communication in retailing. Retailers’ communication with their customers is not always through mass media such as sound on the radio, with writing and pictures such as in magazines and newspapers, or with sound and image media such as on television.
Communication can occur through visual images, layouts and product displays in the store. Visual communication is the communication of retail companies or stores with their consumers through physical forms, such as store identity, layout and displays as well as in-store communication.
1. Elements of store image
By implementing visual communication as a whole, it will improve or add to a better store image in the eyes of consumers. Here are some elements of store image, namely:
- Merchandise/products, such as price, quality, category diversity, item availability (color, size, type).
- Locations that are easy to reach, safe, and in a shopping center or close to other retail shops.
- Prioritizing services to certain segments according to the demographic characteristics of prospective buyers, such as teenagers and young adults, certain families or housewives.
- Services, such as payment options, delivery services, and catalogs sent to homes.
- Salesperson/staff/cashier, such as behavior in serving (friendly, polite, alert), product knowledge, and adequate number of personnel.
- Company or store personality image, such as complete/one-stop and sophisticated.
- Facilities, such as food court, parking, toilets.
- Store ambience/atmosphere, such as modern and elegant exterior decorations, attractive interior decorations, situations that make you feel at home (colors, music, lighting), circulation in stores that make it easy to move, product layout or arrangement, attractive displays.
- Promotions, such as regularly conducting prize promotions, giving discounts, special events, coupon programs, lottery programs.
layout Layout or layout is closely related to the allocation of space for the placement of the products being sold. Layout is an area mapping that is designed as a place to sell a product to help consumers shop and search for items to buy.
The purpose of the layout is to bring products closer to consumers so that they are available in the right place and quantity, for convenience or ease of obtaining products, and for efficiency and effectiveness of existing space, namely grouping based on groups and sub groups.
So that with a good layout, the expected goals can be achieved, namely:
- Benefits of the use of the place, this use is obtained by consumers because the product (layout) is made in a place that consumers can visit.
- The benefits of using time, this is related to the fact that consumers can get the product at the time they want.
- The benefits of using information, by carrying out promotions, can inform consumers about products, persuade consumers to buy, and remind consumers not to forget about the product and its place (layout).
3. Layouts are generally
In general, layouts can be divided into 2 types, namely:
a. Lay Out Straight Pattern (grid)
In this grid pattern, the layout of the store is made in rows consisting of aisles for placing goods based on groups or subgroups. This pattern is widely used in minimarkets, supermarkets and hypermarkets.
With this pattern, it is hoped that more items can be displayed, but it is enough to provide flexibility for customers going back and forth. What must be considered in this pattern is which items should be displayed in the main aisle.
The straight pattern is advantageous in terms of efficiency, accommodates more items on display, makes it easier for consumers to save shopping time, and makes control easier.
b. Layout of Free Flow Patterns (free flow)
In this freeflow pattern, goods are placed in groups in a pattern that makes it easy for customers to go back and forth and gives customers freedom to see groups of goods.
What is expected in this pattern is spontaneous purchases (impulse buying), can provide more choices of goods from one place to another, and can give a friendly impression.
4. Display system
Visual communication in retailing. One of the determinants of success in the retail business is how to properly display products. The display system is closely related to the type of goods, size, color, taste, packaging, form of arrangement, and so on.
What is meant by display is the layout of goods by taking into account the elements of grouping types and uses of goods, tidiness and beauty so that they appear attractive and direct consumers to see, encourage and decide to buy.
The purpose of the display system is to create a store image, make it easier for buyers to find goods, highlight the types and brands of goods, increase sales, and introduce new items.
In order for the display of goods to achieve this goal, displaying goods must pay attention to the following conditions: neat and clean, easy to find, easy to see, easy to reach, and safe.
5. Preparation for display of goods
The following are preparatory activities for displaying goods, including cleaning the shelves/display area and the products to be displayed, making sure each product has a barcode, and making sure the product is fit for sale and fit for consumption. While the way to display goods can be done by paying attention to the following:
full display/according to the program, the brand of the goods faces forward, the article is not upside down, fills in the goods from the back using the FIFO (first in first out) method if necessary put the goods on the shelf first , flat front-display starting from the lip of the shelf, always check the expiration date, and always keep the display of goods neat.
6. Types of display systems
Visual communication in retailing. The types of displays that are often used in minimarkets, supermarkets, and hypermarkets are as follows:
- Vertical display, display method with the arrangement of goods upright on a shelf.
- Floor display, a display method using the floor as a basis, without being tied to a particular shelf.
- Merchandising Mix display, a display way to offer other products to consumers related to the product they just bought. This display uses two or more products that are interconnected.
- Impulse Buying Product display, placing product displays in strategic places that are easily accessible to buyers, usually in the area near the cashier (near the exit).
- Ends display, display placement at the end of the gondola aisle.
- Special display, a special way of displaying goods that is usually used for seasonal items or for items that are sold on sale.
- Island display, display placement of goods separately which is used to attract the attention of consumers.
- Cut Cases display, a way of displaying goods without a gondola, but using large boxes/cartons cut in such a way and arranged neatly.
- Jumbled display, placing displays of goods together and haphazardly, usually used for goods that are not easily damaged/broken.
- Multi Product display, display placement of goods that are given promotional prices (not on sale) and are placed together with other items that are also on promotion.