Master class 5: Creating desire

Using visual merchandising to create that ‘wow’ factor

Retailing is about passion and great products are just products unless you can excite and inspire customers to buy them. We all know the power that a well-designed shop window can hold over us; in one glance you can be transported into a different world. Through the glass, products come alive in a visual story that compels you to enter the store and part with your hard-earned cash.

A blend of art and science, visual merchandising is how your store presents its products and is central to your brand personality, giving you a competitive edge over the competition. This includes everything from designing and creating the best interior layouts and window displays to ensuring the visual style maximises sales. When done well, it attracts and retains customers, drives incremental sales and profit and communicates your brand and proposition effectively. This master class looks at the mechanics of creating desire amongst your customers through visual merchandising, building on the knowledge gained in the previous programmes to help you:

Understand what visual merchandising is and how best to use it
Use a range of techniques to attract attention
Decide what to merchandise, where and when
Create a real ‘wow’ factor for your business

This programme uses real-life insight and best-practice examples from independent retailers that display brilliant visual merchandising skills, showing you how and why what they do works so effectively. And of course, it has the invaluable input of the Queen of selling herself, Mary Portas, whose firsthand experience and knowledge in bringing a stunning, memorable ‘wow’ factor in a shop cannot be bettered.

Each Master class costs £200 +VAT and includes workbooks, industry networking opportunities and refreshments. Please note that payment will not be taken online and you will be contacted to arrange payment.