fd vm session 12 aug2011
TRANSCRIPT
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VISUAL MERCHANDISING
Proactive, integrated approach to atmospherics taken by a retailer to create
a certain look, properly display products, stimulate shopping, andenhance the physical environment (enhance the Experience ofShopping).
Berman, Barry and Joel R. Evans, Retail Management: A StrategicApproach
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VISUAL MERCHANDISING
Everything the customer sees,
both exteriorand interior,
that creates a positive image of a business
and
results in
attention, interest, desire, andaction
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V.M. HELPS IN: Showing merchandise with the end purpose of making a sale
Educating the customers about the product/service in an effective andcreative way.
Establishing a creative medium to present merchandise in 3D
environment, thereby enabling long lasting impact and recall value.
Setting the company apart in an exclusive position.
Establishing linkage between fashion, product design and marketing bykeeping the product in prime focus.
Combining the creative, technical and operational aspects of a productand the business.
Drawing the attention of the customer to enable him to take purchase
decision within shortest possible time, and thus augmenting the sellingprocess.
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The need to differentiate.
Changing of consumer shopping behavior.
Changes in consumer lifestyle.The consolidation and globalisation of retail industry.
Consumers are no longer looking for a certain productthey are looking for an experience.
Competition from other leisure activities.
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Building a brand identity through
A clear, differentiating brand positioning
A distinct brand personality
Consistent brand communication
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A LITTLE GYAAN ON RETAIL STORE
A place of business (establishment) open to and frequented by the general
public, and in which sales are made primarily to ultimate consumers,usually in small quantities, from merchandise inventories stored anddisplayed on the premises.
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Retail comes from the French word retailer, which refers to "cutting off, clip
and divide" in terms of tailoring
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TYPES OF RETAIL OUTLETS
A marketplace is a location where goods and services are exchanged.
The traditional market square is a city square where traders set up stalls andbuyers browse the merchandise. This kind of market is very old, and countlesssuch markets are still in operation around the world.
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RETAIL IS USUALLY CLASSIFIED BY TYPE OF
PRODUCTS AS FOLLOWS:
Food products
Soft goods - clothing, apparel, and other fabrics.
Hard goods ("hardline retailers") - appliances, electronics, furniture, sportinggoods, etc.
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THERE ARE THE FOLLOWING TYPES OF RETAILERS BY
MARKETING STRATEGY:
Supermarkets - sell mostly food products;
Department stores - very large stores offering a huge assortment of "soft"and "hard goods";
Discount stores - tend to offer a wide array of products and services, butthey compete mainly on price;
General merchandise store - a hybrid between a department store anddiscount store;
Warehouse store - low-cost, often high-quantity goods piled on pallets orsteel shelves; warehouse clubs charge a membership fee;
Variety store or "dollar store" - extremely low-cost goods, with limitedselection;
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Other types of retail store include:
General store - a store which sells most goods needed, typically in a ruralarea;
Convenience store - a small store often with extended hours, stockingeveryday or roadside items;
Big-box stores encompass larger department, discount, generalmerchandise, and warehouse stores.
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to stimulate customers perceptual and
emotional responses and ultimatelyinfluence their purchase behavior
Store Atmosphere
Scent
TasteTouch
Sight
Sound
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ATMOSPHERICS
The design of an environment via:
visual communications
lighting
color
sound
scent
to stimulate customers perceptual and emotionalresponses and ultimately influence their purchasebehavior
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VISUAL COMMUNICATIONS
Name, logo and retail identity
Institutional signage
Directional, departmental and category signage
Point-of-Sale (POS) Signage
Lifestyle Graphics
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VISUAL COMMUNICATIONS
Coordinate signs and graphics with stores image
Use signs and graphics as props
Keep signs and graphics fresh
Limit sign copy
Use appropriate typefaces on signs
Create theatrical effects
Inform the customer
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informs
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PERCEPTION PROCESS
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Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour: A European Perspective, 3rd edition Pearson Education Limited 2006
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Perception in a Retail EnvironmentThe process of shopping entails a complex
perception process involving:
Perception of the store environment (lay-out, in-
store communication, personnel, etc.) for the
purpose of store navigation, product search, socialinteraction and enjoyment in general
Perception of the products (positioning, packaging,
physical qualities, etc.) for the purpose of product choice
and purchase.
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the strategic planning of the store environment to create
a retail image in the mind of consumers and affect theirpurchasing propensity (enhance the shoppingexperience)
Many successful retailers today utilize atmospherics as an effectivemarketing tool which leads to:
greater user satisfaction, including staff and customers,
an improvement in the image of the product or service provider,increased efficiency in the function of that environment,e.g., greaterproductivity, increased sales and usage rates.
Synesthesia (involuntary jumps into associated sensory or cognitivepathways
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SENSATION (EXPOSURE)
I N T R O D U C T I O N T O V M - K C
50-70% of stimuli
Think in images
Visual society
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YOUR VISION OF THE WORLD
WILL CHANGE FOREVER.
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VISUAL EXPERIENCE
Eye Mind Perception
Visual(Optics)
Identification(Memory)
Imagination(Visualization)
This is the basic process of VisualExperience
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THESE AREAS EMERGE OUT OF VISUAL
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THESE AREAS EMERGE OUT OF VISUAL
EXPERIENCE
Visual
memory
Imagery
Visual Design
Visual expression
Visual concept
Visual Recording
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VISUAL EXPRESSION
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VISUAL EXPRESSION
Concept
Individuality
Visualqualities
Processing of sense data
Visual Interpretation
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THINK OF AN APPLE
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I N T R O D U C T I O N T O V M - K C
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Can influence behavior
Warm colors increase blood pressure, respiratory rate and otherphysiological responses attract customers and gain attentionbut can also be distracting
Cool colors are relaxing, peaceful, calm and pleasant effective
for retailers selling anxiety-causing products
colors
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SENSATION
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Foreground /
background
Communication,
mood, tempo,
strucutre
Primary sense
Largely
subconsc.
Emotional brain
Memory
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Sound Music viewed as valuable marketing tool
Often customized to customer demographics - AIE (http://www.aeimusic.com)
Can use volume and tempo for crowd control
Scent Smell has a large impact on our emotions
Victoria Secret, The Magic Kingdom, The Knot Shop
Can be administered through time release atomizers or via fragrance-soakedpellets placed on light fixtures
I N T R O D U C T I O N T O V M - K C
http://www.aeimusic.com/http://www.yayeveryday.com/post/10629http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10625http://images.google.com/imgres?imgurl=http://americansfortruth.com/uploads/2008/03/mcdonalds-logo.JPG&imgrefurl=http://americansfortruth.com/news/mcdonalds-signs-onto-gay-agenda.html&usg=__wEUwgujLbKBUmn4-4TNRGGJwidc=&h=870&w=900&sz=162&hl=en&start=1&zoom=1&itbs=1&tbnid=2VPhSxLAgFOriM:&tbnh=141&tbnw=146&prev=/images?q=mc+donalds&hl=en&tbs=isch:1http://images.google.com/imgres?imgurl=http://weblogs.baltimoresun.com/business/consuminginterests/blog/apple-logo1.jpg&imgrefurl=http://weblogs.baltimoresun.com/business/consuminginterests/blog/technology/&usg=__ZRYiHpjAeWfxq74V5CGJfAEt_Dk=&h=480&w=397&sz=22&hl=en&start=2&zoom=1&itbs=1&tbnid=HhYIr-Oz_5sLkM:&tbnh=129&tbnw=107&prev=/images?q=apple&hl=en&tbs=isch:1http://www.yayeveryday.com/post/10629http://images.google.com/imgres?imgurl=http://www.conceivablytech.com/wp-content/uploads/2010/04/windows.jpg&imgrefurl=http://www.conceivablytech.com/2383/products/no-more-windows-xp-on-october-22-seriously/&usg=__Yu7hJCXM0rXdAspwmvY4aoKsMms=&h=308&w=348&sz=49&hl=en&start=1&zoom=1&itbs=1&tbnid=tToTaOyV8aO6ZM:&tbnh=106&tbnw=120&prev=/images?q=WINDOWS&hl=en&tbs=isch:1http://www.aeimusic.com/http://www.yayeveryday.com/post/10639 -
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SENSATION
I N T R O D U C T I O N T O V M - K C
Intimate senses
Strongly
associated with
other senses
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Holistic sensation
Consumer are rarely exposed to isolated sensory stimuli
The senses work in unison
Sensation is a crucial element of experience
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EXPOSURE TO INFORMATION
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EXPOSURE TO INFORMATION
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Intentional
Accidental
Selective exposure to information
Appropriate level of exposure
Maintain exposure
Marketing implications
Facilitate intentional exposure Maximize accidental exposure
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THANK YOU !
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