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In bricks-and-mortar retail today, it’s about more than just the product – what matters is a compelling shopping experience. Customers want to be inspired, making experiential shopping a key success factor. Especially in concept stores, creative product presentation is essential. Visual merchandising expert Angelika Niestrath shows how retailers can achieve greater impact with simple means.
“Be inviting, surprising, entertaining – that’s the whole art.”
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Key insights
Product presentation as an active sales tool: In bricks-and-mortar retail, it’s not just about ‘making things look nice’. Good presentation deliberately attracts attention, encourages customers to linger and explore – enhancing the shopping experience and boosting sales.
First impressions count: Even before entering the store, shop windows and entrance areas act as key zones where customers decide whether they feel addressed and experience a positive sense of experiential shopping.
Emotion over information: Colours, shapes and arrangements work faster and more directly than text. Especially in concept stores, a strong visual appearance leaves lasting impressions and strengthens emotional connection.
Variety drives footfall: Regularly changing and re-staging product presentations keeps the sales floor lively. Customers are more likely to return if there’s always something new to discover.
Three practical tips
With a few targeted actions, a lot can be achieved – these three tips will help you make your product presentation more effective and keep your retail space vibrant:
Create strong focal points: Whether in the shop window or at hotspots inside the store – visual highlights catch the eye. Important: colour has the fastest and strongest impact.
Introduce a constantly changing discovery corner: A dedicated spot where current assortments are regularly re-staged creates dynamism and customer curiosity.
Speed up changes: A change of perspective can work wonders. Even simply redecorating or turning a table can alter perception and bring fresh energy to the space.
Would you like more practical tips on product presentation and successful visual merchandising in bricks-and-mortar retail? Then visit our topic page on consumer goods marketing and window display design.
Angelika Niestrath
Expert in visual merchandising and nonbook concepts
Since 2006, Angelika Niestrath has developed innovative product presentations for fairs such as the Frankfurt Book Fair and has been curating the special exhibition “Ms. Paper & Friends” at Ambiente since 2023. With her practical approach, she helps retailers create emotional and experiential retail spaces.
