Chapter 18Visual

MerchandisingMarketing 1B

Spring Semester 2006

LaValley

Table of Contents Display features What is Visual Merchandising? Elements of Visual Merchandising

Storefront Store Layout Store Interior Interior Displays

Table of Contents Continued… Artistic Design Display and Design Preparation

Selecting Merchandise Selecting Display Choosing a setting Manipulating Artistic Elements

Evaluating displays Display Maintenance

What is Visual Merchandising? Definition

The coordination of all types of physical elements in a place of business that are used to project the right image to its customers

The Right Image Invites interest in the merchandise …come hither…. Encourages purchasing Makes the customer feel good about where

he or she is doing business Creates a vision of the organization Draws in the customer

A Successful Business…

Creates the following.. Distinct Clear Consistent image

ALL FOR THEIR CUSTOMERS!! A good image sets a business apart from

the competition.

Image is…. A blend of the

following Store characteristics Location Products Prices Advertising Public relations Personal selling

Visual Merchandise Where is it used?? Manufacturers’

showrooms Weathershield

Trade Shows SHOT Show, Las Vegas

Conventions ATA, Indianapolis

Visual Merchandise continued… Involves the visual and artistic aspects of the

entire business environment

Visual Merchandising and displays are NOT the same thing!!

Display is the visual and artistic aspects of presenting a product to a TARGET group of customers.

Increase in VM…why?? Growth of “self-service”, “superstores”, and

“box stores” Walmart

Little personal selling Products MUST sell themselves!

Example… Box Stores Develop GIANT signs Graphics Banners Usually to a

DESIGNATED part of the store.

Elements of Visual Merchandising Create a positive

shopping experience

Make your customers want to return!

Key Store Elements Store front

Store layout

Store interior

Interior display

Store Front The total exterior of a

business Store fronts include… Store’s sign Marquee Outdoor lighting Banners Planters Awnings Windows The building itself!

How important is the store front??

VERY IMPORTANT!!!

This projects the image of the store

Signs First impressions Make a statement! Original

Easily recognizable Letters, building materials,

colors are used to help create the stores image

Designed to attract attention

Marquee

Architectural canopy Extends over a store’s entrance

More prominence Think…Bloomingdales, Saks, movie theaters..

Entrances Customer convenience Store security How many entrances? Types of entrances

Revolving Push-pull Electronic Climate controlled

Window Displays Display windows

Begin the selling process before the customer walks in the store!

Attract attention Suggesting type of merchandise and atmosphere

of the store Two different kinds

Promotional display Institutional display

Promotional Displays Promote the sale of one product, a line of

related products, or a variety of products How do they do that!? Emphasize a theme Promote storewide events

Institutional Displays Promote the store (instead of the product) Image Focus on public causes, worthy ideas, or

community organizations Show the business is interested in the

community

Store Layout The way store floor space is used to

facilitate and promote sales Best serve the customer Four different kinds of space

Selling space Merchandising space Personnel space Customer space

Store Interior After general placement of merchandise is

established, visual merchandising is decided.

Selection of floor and wall coverings, lighting, colors, store fixtures EX: Supermarkets vs. Specialty stores

Store Interior continued… Colors

Bright colors vs. pastels

Fixtures What kind??

Permanent or movable What about walls??

What image do you want to project? Walmart vs. Specialty shop

Store Interior continued… Store aisles

Width…different widths create different images

Merchandise Size, variety, and quality of the merchandise Brand names vs. Generic

Interior Displays Displays generate ONE out of every FOUR sales!! If done well…customers make a selection without

assistance! Five types

Closed displays Open displays Architectural displays Point-of-purchase displays Store decorations

Interior Displays continued… Architectural displays

Model rooms Store decorations

Seasonal or holiday displays Open displays

Allow customers to handle the merchandise Closed displays

See but don’t touch! Point-of-Purchase displays

Impulse buying!

Interior Displays continued… ID’s use fixtures and props to showcase

merchandise Create a clean and organized visual display Group merchandise by type Most stores are a combination of all display

types Displays compliment each other, and

create a positive buying experience.

Interior Props Two different kinds

Decorative Functional

Decorative Background scenery used to indicate a season Create an interesting setting

Functional Props Items for holding merchandise

EX: Mannequins and shirt forms.

Artistic Design Display Design and Preparation

FACT: Displays have three to eight SECONDS to attract a customer’s attention, create a desire, and sell a product.

Display and Design Preparation Involves the following five steps:

Selecting Merchandise for display Selecting the display Choosing a setting Manipulating Artistic Elements Evaluating completed displays