When it comes to retail, especially within attractions, your store should do more than sell products. It should sell the experience. Kirsten Frew knows a thing or two about that. With over 30 years in visual merchandising across fashion, home retail, and attractions like Luna Park (where I worked with her previously), she’s mastered the art of making guests stop, look, feel, and, most importantly, buy!
I sat down with Kirsten to talk styling, strategy, and simple tactics that attraction operators can put into play right away, no matter their budget. I hope you enjoy reading it as much as I enjoyed chatting with Kristen.
Q&A with Visual Merchandiser Kristen Frew
For those unfamiliar with visual merchandising, how would you define it?
It’s basically just a marketing strategy that utilises floor layouts like colour schemes, lighting, displays, product placement, signage, technology, and various other elements to attract customer attention. It typically has two aspects, one being window displays and the other focusing on in-store merchandising.
The goal is to attract, inform, and engage guests, ultimately driving sales, enhancing the customer experience, and promoting brand identity.
Why is visual merchandising crucial for improving guest experience and driving sales in attraction venues?
It plays a significant role in shaping the first impression of a venue. It helps create an inviting atmosphere that draws guests in and encourages them to explore further.
Effective visual merchandising can make a guest’s experience more enjoyable, informative, and memorable, leading to increased engagement with the attraction and higher sales, particularly in retail spaces within the venue.
What considerations should attraction operators keep in mind when applying visual merchandising principles to retail spaces?
Guest flow and accessibility, ensuring that displays are strategically placed so visitors can easily navigate through the space without feeling crowded or overwhelmed.
You never actually want to get to a fixture and it be a dead end. There’s also themed consistency. The merchandising should align with the attraction’s overall theme and branding to create a cohesive guest experience.
And then there’s seasonality and relevance. Tailoring displays to the time of year, current events, or promotions ensures that guests feel engaged and that the products on display are relevant.
Can you share standout examples of effective visual merchandising and common mistakes operators should avoid?
A theme park that uses colour-coded sections in their retail areas, each section matching the park’s themes, like pirate or jungle, not only enhances the atmosphere but also makes it easy for guests to identify related merchandise.
As for mistakes. Overcrowding displays or making them too busy overwhelms guests and hinders their decision-making process. Poor lighting that doesn’t highlight key products or makes spaces feel dull and uninviting. Or inconsistent or off-brand design that doesn’t match the overall theme of the attraction.
If an attraction operator has a limited budget or time, what are the top three strategies they should prioritise?
- Product placement, prioritising the placement of high margin or seasonal products in high traffic areas.
- Lighting. Proper lighting can transform a space instantly.
- And signage and messaging. Clear, simple signage is essential to guide guests, inform them of promotions, and highlight product features.
How can operators use visual merchandising to improve upsell opportunities?
Operators can highlight seasonal or high-margin items by placing them in strategic locations, like near checkout areas or at the beginning of the store layout. Clear, attractive signage and displays that explain the product’s value or tie it to the guest’s overall experience at the venue can encourage guests to purchase more. Seasonal displays or themed product bundles can also effectively upsell guests by tapping into their emotional connection to the attraction or time of year.
What are some quick-win tactics that can be implemented immediately?
Rearrange product displays to ensure that bestsellers or high-margin products are in the guest’s direct line of sight when they enter the retail space. Update signage to reflect current promotions or seasonal offerings. Simplify displays by removing clutter and focusing on a few key items that tell a story or reflect the theme of the attraction.
For example, take your big themed rides, like Wild Mouse, and build a product story around it. A T-shirt, a cap, a lanyard, a water bottle, a showbag. Tie it all together, and you’ve created a complete experience. That kid is not leaving the park without the whole set!
Any final thoughts?
Visual merchandising is an investment, but it’s worth the investment. Whether it’s a website or the signage, purely because it’s clear, it’s going to help you sell that product. Whether you believe it or not, it will.
It’s time to start your visual merchandising journey
Kirsten shows that visual merchandising isn’t just decoration; it’s a sales weapon. From themed displays to sharp lighting and on-brand signage, even small tweaks can unlock big wins for your bottom line.
So, whether you’re running a major attraction or just adding a small retail nook to your venue, start thinking visually. As Kirsten says, “You’ve got to get them in the door, and then you navigate them all the way to the register.”
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