Online Visual Merchandising

With the rise of internet shopping, online visual merchandising has become an increasingly important topic for retailers. In this article, you will learn what is meant by online visual merchandising, the key principles involved, the ways in which they are implemented and some of the challenges that can arise during the process. An increasing number of businesses operate solely over the internet, so online visual merchandising is emerging as a discipline, in its own right. In many respects, visual merchandising can be thought of as the digital equivalent of real-life merchandising, and many of the same principles apply. For example, a visual merchandiser working in a store will consider the way in which clothes are laid out and how they appear on a mannequin. The online equivalent is to regard how pictures of items are presented on a business's website and how the merchandise is portrayed in photographs.However, when shoppers visit a real-life store, they are able to use tactile, auditory and olfactory information, when evaluating merchandise. When they browse items online, they are restricted to visual cues alone. This means that the stakes are much higher, when it comes to displaying products. This is why many retailers spend time creating '360 degree views' that allow visitors to the retailer's website the chance to see how the product looks, from every possible angle. In a real-life retail setting, the customer may not bother subjecting an item to such scrutiny, but, when looking at a product online, they may look at all available visual information.Product information is another important consideration. For example, customers are more likely to respond positively to both a specific item, and the company as a whole, if they are able to access detailed, accurate and clear product information. This is a key difference between real-life and online visual merchandising. With the latter, the customer has much more time in which to undertake research on their computer, phone or other device and use this information to come to a decision. This can work in a retailer's favour, or it can place them at a disadvantage. On the one hand, a customer may be reassured by the information that they find on the retailer's website and feel comfortable placing an order; however, if they search for online reviews of a product and find negative comments on other websites (or even on the retailer's own website!), they are likely to look elsewhere. This raises a key question: what should a retailer do, when confronted with negative online reviews? They often appear below images and descriptions of online merchandise and can exert significant influence over a customer's buying choices. A common solution is to focus on positive reviews, by using positioning, text size and other means, in order to give the impression that they are worthy of the customer's attention. A retailer may also choose to directly respond to complaints. This can work well, if they appear to resolve the customer's grievance, but, if they misjudge the situation, it may escalate. It is better to prevent poor reviews than it is to deal with them. High-quality products, clear descriptions, a comprehensive returns policy and excellent customer service are all good preventative measures. Just as a real-life visual merchandiser will make use of colour, lettering and signs, in order to encourage purchasing behaviours, those putting together a virtual store will consider the digital equivalents. They must understand not only how elements, such as colour, impact customer behaviour but also appreciate how online content will appear across various platforms. For example, a virtual store may be appealing, when viewed on a desktop computer, but lose its impact, when viewed on a mobile phone. Online merchandisers need to take into account the fact that, when browsing the internet, customers are increasingly moving between devices and thus ensure that their virtual stores look good in a range of sizes. Payment is another crucial factor, when it comes to online visual merchandising. In a real-life store, a customer usually gathers the items that they wish to buy, and then heads to a checkout. It is usually obvious where and how payment is taken. Online, a customer usually has to click 'Add to cart', 'Buy now' or a button with similar wording. These commands should be clear and not leave the buyer feeling as though they have been tricked into placing an item into their virtual shopping bag. Providing clear, reassuring descriptions and instructions, such as 'Add To cart (You will be able to review your cart prior to purchase.)' gives shoppers a sense of control. Even though online shopping is now considered normal, by most people, customers may have concerns about website security, particularly when it involves online transactions and sensitive personal data. This means that a website's appearance is often taken as a measure of a business's professionalism and commitment to customer safety, in a way that does not apply to real-life stores. Therefore, those designing online retail environments need to create a seamless shopping experience that reassures users that their personal information will be securely held. Another consideration is the use of cookies. These are tiny pieces of data that are temporarily stored in a user's browser, when the user interacts with a website. Retailers are legally obliged to notify site visitors that they are using cookies. However, the wording that they use is left to their discretion. Cookie notices should be informative, yet reassuring, or even light-hearted, depending on the brand.Finally, it is important to note that real-life visual merchandisers and those creating online content perform distinct roles. Both may have extensive knowledge of fashion and aesthetics, but the latter are usually qualified in website design and creation. They are likely to work together, as part of a design team. They will develop a vision for an online store and then consider how the user experience will unfold, for those using the website, just as a real-life visual merchandiser considers the way in which a customer will access a real-life store. In years to come, it is possible that these roles will merge. As the retail landscape changes, so will the ways in which businesses present their products to potential customers.