VISUAL MERCHANDISING

VISUAL MERCHANDISING:

The coordination of ALL physical elements of a business to project the right image

Visual merchandising has increased tremendously in importance with the growth of self-service retailing

Display:• A much narrower concept

than visual merchandising.

• It pertains to the visual and artistic aspects of presenting a product to a target market.

4 Key Elements of Visual Merchandising:

1. Store front

2. Store layout

3. Store interior

4. Interior display

Store Front:

The exterior of a business

1.Marquee

2.Entrances

3.Window Display

Marquee:

The sign that is used to display the store name

Entrances:• Designed with customer

convenience and store security in mind.

• There are several types of entrances each portraying a certain image

Types of Entrances:• Revolving – up scale stores

• Push-Pull – full service stores often with fancy handles

• Electronic – Self-serve stores, with carts such as Wal-Mart, Meijer, Kroger.

• Climate Controlled – shopping malls.

Window Displays:• The store’s FIRST IMPRESSION

with the customer.

• Begin the selling process even before the customer enters the store.

• Suggests the type of merchandise carried in the store.

2 Types of Window Displays:

1. Promotional – promote the sale of one or more items by using special lighting and /or props.

• Skiwear with fake snow for accents

2. Institutional – promote store image rather than specific items.

• Designed to build customer good will, show that the business is interested in the community

Store Layout:

The way the floor space is allocated

4 Types of Floor Space:

1. Selling Space

2. Merchandising Space

3. Personnel Space

4. Customer Space

Selling Space:• Includes:

•Interior displays•Sales demonstration areas

•Sales transaction areas (wrap desk)

Merchandise Space:

•Allocated to items that are kept in inventory

•Selling floor•Stock room area

Personnel Space:

•Space for employees:•break rooms•lockers•restrooms

Customer Space:• Comfort and convenience of

customers:•Restaurants•Dressing rooms•Lounges•Restrooms•Recreation area for children

Customer Space:• Stores are competing more

& more in these areas

• Allocating more dollars and space for customer convenience than ever before

Once the floor space has been allocated management & visual personnel spend a lot of time planning the effective use of the space

Visual Decisions:• What product are to go where

• Agencies – what products should be next to each other

• Where to put seasonal merchandise such as coats, swimwear and Christmas items

• Traffic patterns

Store Interior:• Affects the store’s image• Includes items such as:

•Floor & wall coverings•Lighting•Colors•Fixtures

• It is important to create a relaxing, comfortable place for customers to shop

• Customers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines

Interior Displays:• They are part of the general store

interior.

• Displays generate 1 out of 4 sales.

• They enable the customer to make a selection without personal assistance

5 Kinds of Interior Displays:

1. Closed Displays2. Open Displays3. Architectural Display4. Point-of-Purchase5. Store Decorations

Closed Displays:• Look but don’t touch

• Require sales person assistance

• Expensive or fragile merchandise

• Jewelry cases

Open Display:• Handle merchandise without

a salesperson

• Self-service

• Used for most clothing

Architectural Display:

• Actual room setting

• Furniture

Point-of-Purchase:• Promote impulse buying• Items at the register

•Batteries•Candy•Magazines

Store Decorations:

Decorations for holidays such as Christmas, Halloween and Valentine’s Day

• Interior displays use fixtures and props to showcase merchandise

• Props are generally classified as decorative or functional

PROPS:

• Functional Props – practical items for holding merchandise such as mannequins and shirt forms

• Decorative Props – Only purpose is to enhance merchandise. Items such as trees, tables, cars.

Importance of Interior Displays:• Show the customer what’s new

• Show customer how to put together a total look

• A good display helps create multiple sales

• Customers want to look like the display

• Customers want you to show them what to wear

Interior Displays:

• Often convey a common theme through out the store

• Animal prints, patriotic theme• Used to tell a color story

• The large display in a store including the mannequins & wall displays are usually set up by visual department

• Small table displays and fixture top displays are usually set up & maintained by the individual department staff

It is important to change departmental displays frequently

When to change displays:

• When new merchandise comes in

• Just to change around the pieces of a group that has been on the floor for awhile

•Gives the group a new look

• The same customers walk through your department every week – you want it to look fresh

• You want to give them a reason to buy

GIVE THE CUSTOMER A REASON TO

BUY