Creating a visual marketing approach for your boutique should be part of your business plan. Creating your own visual scheme can be fun and easy. Using this information will help you narrow down the decisions you need to make when designing the look of your boutique. It can help you avoid mistakes and prevent you from sending mixed signals to your customers. Stick to a good visual marketing plan and you can more easily and effectively establish a brand image with your target market.
Price Suggestion: This is the first thing to consider. Once you know what your target demographic is, you should start to get an idea of what your prices should look like. When you have decided on prices, the next step is to design your store around the “suggested price” idea. You can get a general idea of a store’s prices just by looking at it. Lots of empty space, low shelves, no price tags, and no fluorescent lights suggest high-priced items. Giant colored sale signs, cluttered clothes racks, and poor lighting suggest a discount store. Planning your store’s appearance around your prices will not only help attract your target market, but it will also put off those who are unlikely to spend money on your boutique.
Design: the design of a store is another reflection of price and quality. Aisles in straight lines big enough for shopping carts are for big discount stores. They usually have a tile “track” for carts that surrounds carpeted areas that slows down the wheels for the department to slow down. You will see promotional items and impulse items around the track to stop and lure passing customers into the carpeted area.
However, a boutique has a very different goal. Boutique owners want customers to enjoy being there. They should be surprised, dazzled, and pleased with the unique items they come across as they venture into the store. The stores are often very random in design meant to stop and engage the customer every few feet. Some sections of the boutique may even be completely hidden by other screens until the customer turns the corner. This helps facilitate the wow factor when merchandise is revealed.
Consumer Response: Boutique owners want to further engage their customers by delighting the senses. This adds to the boutique experience. You will often see interesting lighting, colors, textures, and designs. The lights will be pleasing to the eye, not harsh or bright. The scents of incense, perfume, soaps or candles will engage the customer even more. Soothing scents can encourage more browsing. The smell of suntan lotion can put a customer in the mood to buy bathing suits. The possibilities here are endless.
Marketing – The customer should be able to see what type of items you are offering by looking, not digging. Grid or clapboard wall displays can keep clothing facing outward, where it can be easily seen. However, you still need to show what these items look like. Displaying a 3D image, such as a mannequin, is the most effective visual marketing strategy. If someone can see what the articles actually look like, then they are more likely to come over and review them. Limping clothes on a hanger doesn’t attract much attention.
Use these tips to help you set up your boutique effectively. It can save you time, money, and help you build long-term loyal customers.