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Real Estate Journal
By Richard Gacek, Gacek Design Group The Art of Merchandising Q ualified I mprovement P roperty
defines mer- chandi s ing as: “the activ- ity of trying to sell goods or services by advertising them or dis- playing them attractively; W
dience and standing out from your competition is challeng- ing. You need a merchandising
tial stages of a development, we play an instrumental role in evaluating and red-lining
for maximum function; and scale of furniture is important to ensure positive traffic flow throughout the space. Create Value. Merchandising is a key ele- ment of a successful market- ing strategy. It provides an impactful impression, a long shelf life, and the most effec- tive use of marketing dollars. It also has a direct correlation to the consumer’s perception of a product. Choosing the right materials, furnishings, fin- ishes, and fabrics gives the im- pression of what to expect; it’s a tangible way to demonstrate the company’s capabilities.
Partnering with a commercial interior designer can elevate the experience, build value, and manage expectations. A limited furnished space or a cheap version can damage reputations and ultimately cost you transactions. Some may think, “Are they finan- cially solid?” or “I expected better quality than this.” Rely on the expertise of an interior designer, who follows trends and styles in color palettes and textiles; and regularly collabo- rates with manufacturers to create an interior design with an emotional connection and a differentiated experience. Be Specific andMemorable. It’s not enough to broadly reach targets like Millennials or Baby Boomers. Although this is a start to a good strat- egy, today’s consumers are looking for a more personal- ized experience. At Gacek Design Group, we rely on re- search for demographic, psy- chographic, and geographic data to guide us through a merchandising story which always results in a welcoming experience. For developers, once you sell the consumer with your lifestyle-driven amenities, it’s important to continue to create an impres- sion with a merchandised model, whether for purchase or for lease. Since most con- sumers cannot visualize a space, a merchandised model shows off those lifestyle pref- erences and how they will live in the space. As a commercial designer, we understand how to efficiently plan and show- case spaces to highlight their functionality, evoke an emo- tion, and illustrate a better life. And with an enormous amount of competition in the marketplace, it is our belief that the more you appeal to the consumer on an emotional level, the more likely they are to create a memory. Why Merchandise? The art of merchandising is more than just placing typical elements into a room. Experiential design is in style, with personalization taking the lead. Innovative tactics to connect with consumers are trending; such as the integra- tion of room-by-room technol- ogy use as well as rooms that highlight specific interests rather than a focus on gender. Richard Gacek is the principal des igner of Gacek Design Group.
hat is Merchan- dising? Merriam - Webster
Merchandising is a key element of a successful marketing strategy. It provides an impactful impression, a long shelf life, and the most effective use of marketing dollars. It also has a direct correlation to the consumer’s perception of a product.
strategy.
plans. Designers bring a dis- tinct viewpoint to the table, and are considerate of sight lines and space flow to ensure a positive first impression. Room layouts and material specifica- tions are carefully considered
Richard Gacek
to display those products in such a way that it draws so much interest and appeal from consumers, that they make a purchase.” Today, capturing the attention of your target au-
Define the Space. For a commercial interior designer, like Gacek Design Group, the art of merchandis- ing begins at the inception of a schematic plan. At the ini-
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