In a recent interview with Retail Insider, Ani Nersessian, owner of VM ID, shared her expert insights on how retailers can optimize their store layouts to enhance customer experience and boost sales. As visual merchandising becomes increasingly important in the competitive retail landscape, understanding store design’s impact on consumer behaviour is critical for maximizing return on investment.
Ani emphasized the significance of a store’s layout, starting with window displays, which she describes as crucial even for stores lacking a dedicated display area. These displays should capture potential customers’ attention and draw them inside. Once inside, creating a focal point or “feature zone” is key. This zone should tell a compelling story and evoke urgency to encourage purchases.
Retailers must also pay attention to areas like the point-of-purchase (POP) sections, particularly near the checkout, where add-on sales opportunities can arise. Ani stressed the importance of organizing products intuitively so customers can easily find what they need, allowing for a seamless shopping experience without always relying on staff intervention.
With the rise of e-commerce, in-store experiences have taken on new significance. To compete with online shopping, retailers must offer engaging experiences in-store. Whether through interactive technology, customer service innovations, or unique in-store events, creating memorable experiences is now more vital than ever.
Ani also noted that the layout of the checkout area, such as positioning it towards the back of the store, is often a deliberate strategy to prioritize selling space in high-traffic zones. This approach ensures that the store maximizes product visibility while minimizing operational disruptions.
For small independent retailers, while resources may be limited, paying attention to store layout and visual merchandising is still essential. Even minor adjustments can transform a simple space into a powerful selling environment.
In conclusion, the importance of visual merchandising and strategic store layouts cannot be overstated. As Ani Nersessian points out, the key to success lies in the balance between product presentation and the overall customer experience.
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