Visual Merchandising and Display

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Visual Merchandising and Display

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Title: Visual Merchandising and Display


1
Visual Merchandising and Display
  • Chapter 18

2
1) Visual Merchandising Definition
  • A) Coordinates all of the physical elements in a
    place of business to project an image to
    customers.
  • B) Visual Merchandising is sometimes used
    interchangeably with Display but they are
    different

3
2) Display Definition
  • A) Is much narrower concept and makes up only one
    element of visual merchandising.
  • B) Display is the visual and artistic aspects of
    presenting a product or service to a target group
    of customers
  • C) By contrast visual merchandising is the visual
    and artistic aspects of the entire business
    environment

4
Successful businesses have a good image
  1. Create a distinct, clear and consistent images
    for their customers.
  2. A good image sets a business apart from its
    competition.
  3. This image is made up of a unique blend of store
    characteristics, location, products, prices,
    advertising, public relations, and personal
    selling

5
Successful businesses have a good image
  1. An image can include the design and layout of the
    store, its logo and signage, the unique lines of
    merchandise the store carries, the design of the
    stores Web site, distinct promotional or ad
    campaign, and a targeted base of shoppers.
  2. A stores image should highlight what sets it
    apart from the competition and attract positive
    attention and loyal customers.

6
Role of the Visual Merchandiser
  • A) Total merchandise or service presentation to
    build the overall business or brand image
  • B) They design, create and maintain the design
    elements of the building and displays
  • C) Active members of the marketing team, they
    promote a business image
  • and sales of its products

7
Elements of Visual Merchandising
  • 4 key elements
  • Storefront
  • Store layout
  • Store interior
  • Interior displays

8
Exterior - Storefront
  1. Stores sign or logo
  2. Marquee
  3. Entrances
  4. Window displays

9
Store Image
  • The store image is the idea of a store in
    peoples minds.
  • Store image is created by visual merchandisers
    through the design and décor of the store.

10
1. Signs
  • Designed primarily to attract attention,
    advertise a business and project brand identity
  • Design should be original and easily recognizable
  • The name, letters, logo, materials and colors
    create the desired stores image

11
2. Marquee
  1. Architectural canopy that extends over a stores
    entrance
  2. Marquees can display the stores name and its key
    products, hours of operation, phone numbers, URL.
  3. Marquee is highly visible space for advertising

12
3. Entrances
  • Designed with
  • customer convenience
  • store security in mind
  • Smaller stores normally have only one entrance
  • Larger ones have many entrances
  • Entrance from the
  • street for pedestrians
  • one from parking lot

13
4. Window Displays
  1. Useful for visual merchandising
  2. Initiate the selling process
  3. create excitement for products on display
  4. attract prospects

14
Store Layout
  • Use of floor space to facilitate and promote
    sales and serve customers. A typical store is
    divided into 4 distinct spaces
  • Selling space
  • Storage space
  • Personnel space
  • Customer space

15
Store Layout
  • Selling space is used for interior displays, wall
    and floor merchandise, product demonstrations,
    self-service and information kiosks, sales
    transactions and customer traffic flow
  • Storage space is for items that are kept in
    inventory stockroom.

16
Store Layout
  1. Personnel space is allocated to store employees
    for office space, lockers, lunch break, and
    restrooms. Marked with signs so that customers do
    not enter.
  2. Customer space is designed for the comfort and
    convenience of the customer sandwiches, soda
    and coffee shops, in-store restaurants, seating,
    lounges, and recreation areas for children

17
Store Interior
  1. Careful selection of material to create a
    memorable shopping experience
  2. Graphics, Signage, Color, and Sound
  3. Lighting
  4. Fixtures

18
Graphics, Signage, color and Sound
  • Interior graphics can be used to promote a
    particular product brand and specific line of
    products.
  • Provide directions to various departments or
    assist with a special promotional campaign, such
    as demonstration, special sale, or a holiday
    promotion
  • Interior graphics and signage are important in
    todays self-service environment. Box stores,
    such as Costco develop giant signs to assist
    customers.
  • Overhead digital signage, in-house networks,
    communicates product promotions
  • Point-of Purchase graphics that can decorate
    walls, windows, shelves, ceilings, and floors to
    reinforce product and store image.
  • Colors appeal to different types of customers,
    bright colors for teens, more subdue colors for
    adults
  • Background music can set a mood, reinforce store
    image, encourage customers to shop and announce
    special offerings.

19
Lighting
  • Draws attention to store areas and specific
    products.
  • Large warehouse stores often use fluorescent or
    high-intensity discharge lighting.
  • High-end prestige retailers might install
    expensive chandeliers
  • Some specialty stores use newer lighting
    technologies such as light-emitting diodes (LED)
    and compact fluorescent lighting (CFL)
  • Some choice lightning for environmental reasong
    Starbucks stores use LED lighting, which lowers
    operating costs and reduces energy consumption

20
Fixtures
  • Permanent or movable store furnishings that hold
    and display merchandise
  • Basic types display cases, tables, counters,
    floor and wall shelving units, racks, bins,
    stands and seating areas
  • Fixtures are strategically placed to maximize
    sales
  • Brightly colored front counters attract impulse
    purchases
  • Upscale stores may enhance fixtures by painting
    them or covering them with textured materials
  • Discount stores use basic and unadorned shelf
    fixtures.
  • The width of a stores aisles is related to its
    fixtures and enhance traffic patterns and buying
    behavior
  • Seating area near dressing rooms give the store
    more of an upscale atmosphere

21
Interior displays
  • Show merchandise, provide customers with
    information, encourage customers to shop,
    reinforce advertisements, and promote a stores
    image.
  • One in every four sales is generated by an
    interior display.
  • There are five types of interior displays
  • Architectural displays
  • Closed displays
  • Open displays
  • Point-of-purchase displays
  • Store Decorations

22
Architectural Displays
  • Model rooms that show customers how merchandise
    can be arranged in their homes.
  • This display takes up a considerable amount of
    room so not all stores are able to use these
    kinds of displays

23
Closed Displays
  • Allow customers to see but not handle merchandise
    without assistance from a salesperson
  • Used for valuable items, such as jewelry,
    electronic devices, and other high-value items
    where theft, security, or breakage is a concern

24
Open Displays
  • Allow customers to handle and examine the
    merchandise without the help of a salesperson
  • Shelves, counters and tables
  • Efficient way to sell products, important in
    todays self-service selling environment

25
Point-of-purchase displays POS
  • Stand alone structures that serve as consumer
    sales promotion devices.
  • Manufactured units with bold graphics and signage
    that hold, display, or dispense products
  • Can be temporary (not restocked), semi-permanent
    (themed promotions and restocked), and permanent
    such as vending machines and ATMs.
  • Provide services, directions to products and
    offer tips on usage. Can include computer touch
    screens

26
Interactive Kiosks
  • Interactive point-of-purchase that are free
    standing, full service retail kiosks are playing
    a growing role in POS
  • They are actually computer terminals that provide
    information access
  • Place in a variety of locations, stores,
    businesses, shopping malls and airports
  • Growing role in point-of-sale and self-serve
    merchandising .
  • Interactive Web-based kiosks have high-tech
    screens, immediate product availability, online
    ordering and more reliable technology

27
Store Decorations
  • Store decorations are displays that may coincide
    with seasons or holidays,
  • Bold and colorful banners, signs, and props
    create the atmosphere to encourage holiday
    purchases

28
Five Steps
  1. Select merchandise for display
  2. Selecting the type of display
  3. Choosing a setting
  4. Manipulate the artistic elements
  5. Evaluating completed displays

29
Display Design and preparation
  • A display has about four to six seconds to
    attract a customers attention
  • Create desire
  • Sell a product
  • Business must target its displays carefully to
    appeal to its customers
  • Must carefully consider differences in cultural
    and ethnic perceptions

30
Step 1 Select Merchandise for Display
  • Merchandise selected will determine the theme and
    other supporting elements
  • Merchandise must be visually appealing to attract
    customers
  • Appropriate for the season, its target audience,
    and for the stores geographic location

31
Step 2 Selecting the Display
  • Merchandise determines the type of display and
    equip
  • Four basic kinds of display
  • Feature one item newly developed product
  • Similar products one kind but several brands
  • Related products meant to be used together
  • Assortment or Cross-Mix of items
  • unrelated product lines, has special
  • appeal to bargain hunters.

32
Props
  • Props or properties are objects that hold
    merchandise on display or support the display
    setting
  • Classified as decorative or functional
  • Decorative props include floor coverings and wall
    treatments
  • Functional props include items that hold the
    merchandise, such as shelves or hangers

33
Step 3 Choosing a Setting
  • The setting a business selects will depend
    largely on the image it want to project. 3 types
    of settings
  • A realistic setting depicts a room, area, or
    recognizable locale. Functional props, tables,
    chairs, books.provide the details.
  • A semi-realistic setting suggests a room or
    locale but leaves the details to the viewers
    imagination. Decorative props such as beach
    towel, surfing postercreate a beach scene in
    customers mind
  • An abstract setting does not imitate reality It
    focuses on form and color rather than reproducing
    objects. Gaining popularity, does not require a
    lot of space.

34
Step 4 Manipulating Artistic Elements
  • Line
  • Color
  • Shape
  • Direction
  • Texture
  • Proportion
  • Motion
  • Lighting

35
Line
  • Lines are created to direct viewers attention
  • Straight stiffness
  • Curving freedom
  • Diagonal action
  • Vertical height dignity
  • Horizontal confidence

36
Color
  • Critical step in display
  • Contrast with walls
  • Complementary colors
  • opposite each other
  • Adjacent colors located next to each other
  • Triadic colors 3 colors equally spaced from each
    other on the color wheel
  • Create specific moods and feelings, such as calm
    or excitement.
  • Colors warm side (red/yellow) create a festive
    mood works well with lower-priced merchandise
  • Colors from the cool side (blue/green) represent
    calm and refinement. Often associated with
    higher-priced merchandise

37
Shape
  • Refers to the physical appearance or outline of
    display
  • Determined by the props, fixtures and merchandise
    used
  • Mass displays have no distinct shape

38
Direction
  • Moves the viewers eye smoothly through the
    display
  • Focal point is the part that attracts attention
  • Build in a triangle shape with focal point at the
    top
  • Keep display focused

39
Texture
  • Look of the surfaces in a display
  • Smooth
  • Rough
  • Contrast in texture creates visual interests

40
Proportion
  • The relationship between and among objects in a
    display
  • Merchandise should be the primary focus of the
    display
  • Props, graphics and signs should not dominate

41
Balance
  • Formal balance place large items with large
    items and small items with small items. Equal
    balance on both sides of the display
  • Informal balance place several small items with
    one large item within the display.

42
Motion
  • Animation can be achieved through the use of
    motorized fixtures, mannequins and props
  • Used sparingly to accentuate merchandise, not
    overpower it

43
Lighting
  • Spotlights, floodlights, and rotating, colored or
    flashing lights can highlight individual items.
  • Can make merchandise appear more attractive
  • 2 5 times stronger than a stores general
    lighting
  • Colored lighting creates dramatic effects

44
Step 5 Evaluating Completed Displays
  • Do displays enhance the stores image, appeal to
    customers and promote the product in the best
    possible way?
  • Was a theme creatively applied?
  • Were the color and signage appropriate?
  • Was the result pleasing?

45
Display Maintenance
  • It needs to be maintained and eventually
    dismantled
  • Check displays daily for damage, displacements,
    or missing items
  • Clothing items must be folded and stacked and
    restocked frequently
  • Poor maintenance creates a negative image
  • Displays should be dusted and cleaned on a
    regular basis
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