Patti Carpenter: Master merchandising to better connect with consumers

MIAMI — The best merchandising isn’t about displaying products on shelves, says trend forecaster Patti Carpenter. It’s about connecting consumers to brands in an engaging, emotional way that differentiates one brand from another and builds loyalty.

Carpenter, of Carpenter + Co., kicked off ART‘s annual conference here in Miami Wednesday afternoon with an in-depth presentation about how to craft spaces that inspire consumers.

“Today’s visuals are warmer, more organic and deeply comforting,” said Carpenter. “They blend creativity with commerce, creating an inviting atmosphere that fosters connection. Mastering this approach is essential for success in modern merchandising.”

Merchandising displays are no longer static, according to Carpenter. Digital screens with color, sound and movement are part of storytelling. Three-dimensional displays have become staples, and advances in printing and new, flexible materials allow brands to make changes more quickly and easily, shifting displays like stage props.

A few merchandising tips:

Seduction: Repetition and unity in color draw people in.

Less is more: Uncluttered displays with a limited number of products in them convey a sense of scarcity, which in turn makes a product feel more special. This is frequently seen in the luxury segment.

Focus: Compelling displays must have a focal point.

Balance: Symmetrical displays convey order, asymmetrical ones add interest. Both can be strategic.

Create a sensory experience: Strategic lighting, curated music and signature fragrances are all ways to engage consumers’ senses as soon as they enter a store.

Retailers who do it right

Carpenter highlighted a handful of retailers that she believes are masters of visual merchandising:

Printemps In New York: Newly opened in the financial district, this outpost of the famous French retailer is a study in experiential retailing, starting with the packets of flower seeds visitors receive at the front door.

ABC Carpet & Home: A storied NY retailer with a new lease on life, abc has always been known for it unique visual merchandising and the mix of religion, spirituality, product and a sprinkling of “magic” in its displays.

Bergdorf Goodman: Its famous window displays continue to enthrall passersby; the retailer can sell fashion in the most subtle visual settings.

Shed: The walls and floor of this London store are made from bits of recycled plastic that you can see, from old toothbrushes to bottle caps, telling you immediately what they are all about — sustainable products.

Coco & Dash: Owners Teddie and Courtney Garrigan recreated their Dallas store’s energy and distinct design point of view in their new Dallas wholesale showroom.

Fortnum & Mason: The famed British retailer recently installed a marriage chapel. It’s a visual focal point, and you can actually get married there.