Creating vignettes throughout your boutique is an important visual merchandising element. It helps guide your customers around the entire store, weaving them through key displays and enticing them to spend quality time browsing more of your merchandise.
Leave a trail of breadcrumbs for your customers.
Navigating your store should be easy and enjoyable. Lead customers around a winding path towards specific eye-catching displays in each area. Angle your fixtures to break up long walls and avoid creating aisles that cause customers to rush through your store. Opt for lightweight nesting tables and use a free flow layout so you have the ability to move things around depending on your rotating displays. Choose a general theme based on color or style for each vignette. It doesn’t need to be “matchy-matchy,” but choose complementing pieces to create a comprehensive display.
Image courtesy of Style at Home
Feature a healthy mix of attainable goods.
Consider accessibility from a shopper’s perspective. Key items should be placed at eye level to grab attention and all merchandise should be placed within arms reach so customers don’t have to ask for help. Each vignette should offer a variety of price points. Customers may get discouraged if they only look at a handful of items that happen to all be high-end. Try to sprinkle your highest priced merchandise amongst a larger quantity of low to average priced items. Make sure you are rotating your displays frequently to help replenish low-stock areas and to continue attracting your loyal, repeat customers. It’s best to find a happy medium of inventory levels so displays don’t appear too sparse or too cluttered. Emptiness will alarm customers that you may be struggling and too much clutter makes for a messy and frustrating shopping experience.
Image courtesy of The Style Spy
Add props and pay attention to lighting.
Adding props and creative structural decor can turn a vignette into an in store window display. This is a great way to draw customers to hidden areas of your store. Pay attention to the lighting to make sure your vignettes are being highlighted. Consider moveable track lighting or using lamps for a softer focus.
Image courtesy of Kiss of Lemon
While these special displays are important, combining your vignettes amongst more traditional and obvious merchandising is the most appropriate solution. Different customers will be attracted to different displays and certain merchandise will look better one way or the other. For example, if you have a higher quantity of similar styles of merchandise (say 26 different initial necklaces), it might be best to create a more minimal display. Don’t be afraid to test out new displays often and pay attention to how your customers respond. Do you have any tips on creating vignettes in store? Share with us in the comments!