Vertical display in Visual Merchandising is a true strategic tool for capturing customers' attention and influencing their purchasing decisions. This method is based on arranging items along a vertical axis, both on store shelves and in display windows, with the aim of guiding the consumer's gaze naturally and intuitively.

A vertical arrangement allows products to be organized based on importance, price, or category, optimizing available space and enhancing the overall visual perception of the display.

From the customer's perspective, this means having a clear reference point for finding what they need without having to scan through a disorganized assortment of products. For retailers, it translates into increased sales opportunities, as strategically placed products in high-visibility areas encourage impulse buying and customer loyalty.

Vertical display is a powerful lever for enhancing the shopping experience, facilitating purchasing choices, and making the store more functional and effective.

What is Vertical Display?

In the retail world, vertical display is a visual merchandising technique that utilizes the height of the display space, dividing it into vertical columns rather than horizontal sections. This seemingly simple approach has a significant impact on how consumers perceive products and how easily they can locate them within the store.

If we consider how our eyes scan a display, we will notice that the movement is automatic and vertical, from top to bottom. It is a natural mechanism: the human brain follows a precise pattern when observing a series of objects, first identifying those at eye level and then gradually shifting upward or downward:

• The gaze naturally moves from top to bottom: a vertical arrangement helps maintain focus on a specific category and guides the shopper’s visual path.
• Each level has a strategic function: the most profitable or featured products are placed at eye level, while attention-grabbing or complementary products are positioned above or below.

Vertical display leverages this dynamic to optimize product placement, ensuring greater visibility for those with higher commercial value.

The vertical organization follows a precise strategic logic:

• Central Level – Eye Level (120-160 cm): This is the "golden zone" of the shelf, the area that immediately captures the customer's attention. Here, the most profitable products are placed—those the retailer wants to highlight to drive sales or promote a brand.
• Upper Level (>160 cm): This zone is dedicated to premium products or those targeting specific customers, such as niche items or family-sized packages. Since they are not immediately within reach, these products are chosen more consciously.
• Lower Level (<120 cm): Often reserved for lower-priced or less sought-after products. It is also the area designed for children's products, as it is within their reach and encourages impulse purchases.

This segmentation helps create a smoother and more intuitive shopping experience, reducing the time customers spend searching for what they need while increasing the chances they will be drawn to a well-positioned product. The goal of vertical display is not just aesthetic but functional, contributing to more efficient space management and increased sales.

Advantages and applications of vertical display

Vertical display offers numerous advantages in Visual Merchandising, enhancing product arrangement and perception on shelves. This approach improves the readability of the display space, as customers can easily identify products within the same category, making the shopping experience smoother and more intuitive. Additionally, vertical organization optimizes visual navigation, preventing eye dispersion that may occur with a horizontal arrangement.

From a sales perspective, this technique allows retailers to position the most profitable products precisely at the customer’s eye level, increasing the likelihood of purchase. Products from the same range or brand are arranged to facilitate immediate comparison between different variations and price tiers, simplifying the buying decision.

To effectively implement vertical display in Visual Merchandising, it is essential to divide the shelf into columns, assigning each section to a specific product category or brand. The strategic arrangement of items follows this pattern:

• Eye level (120-160 cm): Key products, new arrivals, high-margin items.
• Upper section (>160 cm): Premium products, targeted items, or lower-rotation goods.
• Lower section (<120 cm): Budget-friendly products, cost-effective alternatives, or items aimed at children.

To further enhance the effectiveness of vertical display, it is essential to create clear visual pathways using color contrasts and carefully designed packaging that guides the customer’s gaze. Additionally, the use of appropriate supports, such as modular shelving, display walls, and showcase windows designed to emphasize vertical arrangement, helps maintain order and harmony without causing visual clutter.

The same principle applies to vertical display windows, where height is leveraged to create a well-defined visual hierarchy. The most eye-catching products are placed at the center, aligned with the passerby’s line of sight, while vertical graphic elements—such as panels, totems, or LED strips—help emphasize the arrangement and draw attention. To ensure a visually cohesive impact with the store’s internal layout, it is advisable to organize products by precise categories or through a well-structured visual narrative.

Adopting this strategy not only optimizes the display space but also enhances the shopping experience, making the customer’s journey more intuitive and efficient.

Conclusion

Vertical display is a Visual Merchandising technique that optimizes product perception and improves accessibility, increasing purchase opportunities. Implementing it correctly leads to a better shopping experience and a more effective, strategic store layout.

If you want to learn how to leverage these strategies for your store, explore our Master VIME or request a personalized consultation. Together, we can transform every corner of your store into a memorable experience for your customers!