Key Elements and Innovations in Online Visual Merchandising

We conduct the same set of activities online as offline to ensure that the buyer feels comfortable, and that it is as clear and convenient for him to make purchases.

Visual merchandising for online is aimed at improving the appearance and presentation of goods in order to attract the attention of buyers and increase conversion.

Key elements of online VM:

~ Website design: a pleasant and user-friendly interface with well-organized sections that correspond to the positioning of the brand and its target audience.

~ High-quality product images: high-quality photos from different angles, including details and textures, competently placed in the catalog and product card. Including the ability to zoom in on the image for detailed viewing.

~ Video demonstrations of products: short videos showing products in motion (for example, how clothes fit).

~ Product catalog organization: logical categories and filters for easy navigation. Product placement according to a pre-defined grid and color combination.

~ Clear website structure: if we confuse the buyer inside the website, he will leave. Online, this happens much faster than offline. Do not forget to place recommendations for related products or accessories that complement the image.

Online VM innovations that have the greatest impact on customer retention on the site

By and large, at the moment, all innovations concern content focused on the wow effect — this is everything that can impress buyers from a technical point of view and is an addition to online visual merchandising activities.

~ Fitting rooms with AR: Buyers can virtually try on clothes or cosmetics using their device’s camera. This helps them better understand how the product will look on them, which reduces returns and increases engagement.

~ AI-based recommendations: Personalized product selections based on previous purchases or viewed products can hold the customer’s attention longer.

~ Game mechanics: Incorporating game elements, such as collecting points for browsing new collections or participating in promotions, encourages customers to stay longer on the site and explore products.

~ Chatbot consultants: Virtual assistants that help users find the right products, navigate the site and answer questions in real time.

~ Live shopping: The trend for interactive streams, where bloggers or experts demonstrate products in real time, stimulates instant purchases and interaction via chat.

~ Style recommendations: AI technologies can suggest products that match those already selected, creating a holistic image for the buyer.

But do not forget that in today’s reality, some of the innovations that should be implemented on everyone’s site — not everyone has. Therefore, before moving on to more advanced innovations, you must first put on the site what is a must-have (for example, a magnifying glass, thanks to which you can enlarge the product and look at it in detail).

Changing customer expectations regarding the visual presentation of products in online stores

The modern customer is very spoiled; offline stores have long had recreation areas and additional elements in terms of service, regardless of the level of the store. Customer expectations are at a high level and this also affects online stores.

Today, an online shopper expects:

High-quality images and visual detail

~ HD images and multiple angles: Shoppers expect detailed, high-quality images that allow them to examine the product from different angles. They want to see the smallest details, such as textures, seams, trim and color nuances.

~ Zoom: The ability to enlarge images for a detailed view has become the standard. Low quality or insufficient images can scare off shoppers.

Personalization and individual recommendations

~ Preference-based selections: Shoppers expect the system to offer them products that match their tastes, past purchases or views. Personalized visual selections create a more personalized approach.

~ Interactive styling: Stores are expected to offer styling recommendations by showing how different products go together.

Simplicity and ease of navigation

~ Clear and simple product displays: Shoppers prefer a minimalist yet functional interface where products stand out from a clean background and the information they need is easy to find.

~ Filters and sorting: Expectations for easy and flexible filters (price, color, size, brand) have increased. The easier it is to find what a shopper is looking for, the more likely they are to stay on the site.

Social Proof and Reviews

~ Photos from Customers: People increasingly expect to see real photos of products from other customers. This helps them evaluate how the product looks outside of the advertising images and increases trust.

~ Reviews with Visual Examples: In addition to text reviews, shoppers are looking for real-life examples of how the product is used, whether it’s makeup, clothing, or gadgets.

Mobile Optimization

~ Mobile-Friendly Visuals: Shoppers expect the same quality visuals on both desktop and mobile devices. Zooming in and out of images and viewing details should be easy and fast.

~ Horizontal Galleries and Sliders: Convenient visual presentation of products through sliders and photo galleries has become an important part of the mobile experience.