2 Things ‘Gangnam Style’ Can Teach Us About Visual Merchandising
The first time my friend posted a link of the Gangnam Style’s music video on my Facebook timeline, I didn’t give it a significant attention because I thought that it was a spam – not until another friend asked me an information about the song.
I presume that you have heard this 2012 K-pop single by the South Korean rapper PSY whose real name is Jae-Sang Park, but if you have not, have a time to watch its music video on YouTube.
As of this post, its official music video on YouTube has 165,228,552 views and 760,979 comments. Even notable artists like Robbie Williams, Simon Pegg and Josh Groban have talked about Gangnam Style. So what it can teach us about visual merchandising?
1. Awaken People’s Senses
It is a Korean song and most of its listeners from different countries, including me, do not understand the lyrics, but if you have heard the music on a good speaker, I am sure that you can’t resist to move your body and dance with the beat.
It was around 12 midnight when I watched the MV and I was already sleepy, but when the video started playing, I was like injected with adrenaline because of its rhythm and humor.
This is the kind of energy we need in visual merchandising – something that awakens the senses of the shoppers wherein they cannot resist to move their hands, pick the items, bring them to the cashiers counter and pay. Inject them with ‘visual adrenaline’.
To awaken people’s senses means to provide a stimulus which will lead people to do a positive reaction. I said, positive reaction.
2. Create Something Memorable
Aside from humor and catchy rhythm, the unusual dance moves of Psy made Gangnam Style memorable. Even Britney Spears twitted that she is thinking that she should possibly learn the choreography of Gangnam Style. In fact, together Ellen DeGeneres and Psy, Britney Spears danced to the music of Gangnam Style on The Ellen DeGeneres Show.
On my post about the principles of an effective window display, I mentioned that in advertising, we associate the word ‘memorable’ to ‘recall’, which means to become memorable, one would create something that people can easily recall what was being presented or displayed.
In visual merchandising, you cannot expect that every effort you have exerted will have the same result. You cannot expect that when you present the product in visually appealing manner, customers will immediately pick and buy them, BUT when your product presentation have captured people’s attention and they have spent some seconds connecting with the product, they will remember it when they need that kind of product on the next days or they may refer it to their friends. This means more foot-traffic to your store. This means opportunity to have good sales.
So if you don’t know how to become effective in visual merchandising, just shout,
“Oppa Gangnam Style!”
Thank you for reading. Godspeed!
Images from Wikipedia.