By Christie Sinclair

There's no denying, online shopping is rather convenient. And with the current strength of the Aussie dollar, it's no wonder we have seen retail sales fall significantly as consumer buying behaviour shifts further towards the internet to research, compare and purchase products. Shoppers down-under are making the most of their dollar by turning to overseas markets for bargains. The appeal is in the premise that we can now snap up a bargain and get a retail fix all from the comfort of our own home. Or on our lunch break. Heck, even on the commute home using our mobile phone!

This idea of getting more bang-for-your-buck by shopping online is all well and good, but what about the problems that tend to crop up? Who can be bothered going through the (always) agonising return, refund and exchange procedures associated with online shopping when a garment doesn't quite fit correctly? Having to send the item/s back is a pain, not to mention the postage fees incurred as a result and the time it takes to complete the transaction. Don't forget those initial postage fees. And what about credit card usage fees? You may be saving a few pennies by purchasing overseas, but for me, it is not always worth the hassle.

On top of that, online shopping is completely devoid of any real 'experience' per se. It seems as though we have completely forgotten about the social activity of 'shopping' in our haste to snag the best deal. Or are we simply too lazy to get off the couch and venture down to the local shopping centre? With the online shopping movement showing no signs of slowing any time soon, Australian high-street fashion retailers are being forced to respond to the strain of internet sales by spending big bucks when it comes to in-store visual merchandising strategies. The aim? Ultimately to entice shoppers back through their front doors. Ergo, we have seen the development of innovative, contemporary and elaborate merchandising techniques designed to grab the attention of target markets, whilst conveying a clear ad exciting brand image. 

For a large percentage of the retail industry, visual merchandising is considered one of the most important and highly successful methods of maximising sales through spatial awareness and organisation. High street fashion stores and chains generally rely primarily on the front window to attract customers and generate sales. Think about it, how many times have you spotted a to-die-for outfit in the window of a store (one you may even be unfamiliar with) then entered the store to scope it out as a result? This is precisely the aim of retailers, to lure wide-eyed customers (existing and potential) with eye-catching and often glamourous window displays. Even if we don't make a purchase, the retailer has won. The image of the brand is often etched into our brains and we are more likely to return to the store.

The challenge is however, to direct such campaigns at consumers without them realising. In this sense, the practice of visual merchandising can be seen as both a positive and negative. Chain stores are constantly battling to be bigger and better than the next (and of course also have the added competition from overseas online stores) which is only improving the shopping 'experience' for consumers. Although it appears retailers are going to great lengths simply to seduce/ tempt/ beguile us impressionable shoppers into buying items we don't necessarily need, in reality, it is the shopper who benefits in this situation. This online spending trend and price war has only helped ameliorate the standard at which retailers operate, especially in the area of visual merchandising. Thus, greatly enhancing customer satisfaction.

Today, visual merchandising not only involves the basics such as displays, signage, mannequins, lighting, trend/ colour analysis and product placement. Aspects such as architecture, store layout, accessibility, interior design, and cleanliness all constitute visual merchandising techniques. Even sensory elements come into play such as sound, touch, smell and interactive displays. (I can think of a well known American chain store who insist on attacking customers and garments with cheap smelling fragrances in attempt to make their mark. For me, this method is essentially an assault on the nose rather than a merchandising technique.)

I'm sure you would have noticed the great lengths our favourite Aussie brands are going to in order to entice shoppers through the door. Gone are the days of the basic and boring store layout and minimalistic design. Elaborate themes, hyper colour, the use of props, custom lighting, expensive photo shoots and intricate interior design has taken centre stage. (In recent years I have seen rotating platforms for mannequins, 3D faux-grass hedges in a window display during Melbourne Spring Racing Carnival, ceilings laden with flowers, art exhibitions within stores and campaigns using famous models and celebrities) Floor plans and layouts have been contrived so as the customer can reach the product quickly and with ease. The key is accessibility, and making the often exhausting task of navigating your way through a store, into an expeditious exercise. Signage is now succinct, pricing is clear, and even accommodating mothers with prams is also factored into the positioning of fixtures within stores these days.

Strategic visual merchandising has even led to the evolution of 'Concept' and 'Flagship' stores, which provide consumers with the ultimate and unique shopping 'experience' (there's that word again). Featuring the latest products, carrying exclusive collections, holding special events, and promoting outstanding sales, is all part of creating a captivating atmosphere. Such stores often involve collaboration with prominent architects to create a stand-out and memorable shopping destination through the fusion of fashion, art and innovation. Engaging customers is also a large part of visual merchandising; the use of installations are now often used in place of the traditional 'window display' in concept stores. While to most people they look more like art than a display, the purpose of an installation is to encourage interaction rather than the passive viewing of a campaign. Common installations often incorporate make-up stations, DJ booths and accessory counters as a central destination and visual drawcard. The goal is to push boundaries through the use of striking and eye-catching designs to create hype, and attract a crowd.

While the physical elements of a store are a key factor in successful visual merchandising, it even extends as far as the customer service standard of a retailer. The mentality, nature and knowledge of staff undoubtably has an effect on sales. Today, some positions within high-street fashion stores even require specific training in order to ensure consumers receive a high level of service. Customers can even book consultations with personal stylists and makeup artists for the quintessential shopping experience. When push comes to shove, shopping should be an enjoyable and pleasant affair. Not a feared task. More often than not, it's the staff (not so much the product, window or design) who influence our decision to shop at a particular store. If you have an unfavourable encounter with a stroppy (rude, bossy, ignorant, mediocre, tactless, unhelpful… I could list adjectives all day) sales assistant, you're not going to want to associate yourself with that particular brand again.

On the contrary, having already built a successful reputation with it's customers, luxury and high-end brands need not rely so much on innovative visual marketing tactics. Recognised on an international scale for quality, style, exclusivity and elegance, the focus is to create a universal image, one which is consistently elite. Luxury brands produce the trends, whereas chain stores reproduce trends. So there is less need for extravagant visual merchandising as it essentially transpires on the catwalk. Across the board, the emphasis is always on new season accessories such as bags, watches, shoes, belts and sunglasses. The demand is for the newest and most exclusive, not for the cheapest and most affordable. Put simply, if you're prepared to fork out thousands of dollars and endure waiting lists just to get a hold of a high end label, you're going to want the latest and greatest. Not last seasons rejects. Thus, there is seldom need to promote a sale.

To a large extent, the process of visual merchandising can be related to the theory of Classical Conditioning or learning acquired through experience (don't worry, it sounds far more intellectual than it really is). Encouraging Australian shoppers back into our stores is perhaps as easy as creating a positive environment for customers and rewarding them with an overall exceptional experience. Resulting in happy customers and happy retailers. Why do you think shopping centres now have valet parking and concierge services? It's all about the positive experience I tell you.