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VISUAL MERCHANDISING AND DISPLAY

VISUAL MERCHANDISING AND DISPLAY. Chapter 18 Section 18.8 Display Features. Visual Merchandising and Display Elements of Visual Merchandising. GOAL. Attract customers and keep them coming back. Display is only one element of visual merchandising.

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VISUAL MERCHANDISING AND DISPLAY

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  1. VISUAL MERCHANDISING AND DISPLAY

  2. Chapter 18 Section 18.8Display Features • Visual Merchandising and Display • Elements of Visual Merchandising

  3. GOAL • Attract customers and keep them coming back

  4. Display is only one element of visual merchandising. • Display refers to visual and artistic aspects.

  5. Visual merchandising includes the entire business environment. • Helps build the overall business or brand image.

  6. INCLUDES • A distinct, clear, and consistent image • Setting a business apart from its competition • Attracting positive attention and loyal customers

  7. IMAGE • Design and layout of the store • Logo and signage • Unique lines of merchandise • Store’s Web site • Distinct promotional or ad campaign • Targeted base of customers

  8. ELEMENTS OF VISUAL MERCHANDISING • STOREFRONT • STORE LAYOUT • STORE INTERIOR • INTERIOR DISPLAYS

  9. ELEMENTS OF VISUAL MERCHANDISING • STOREFRONT • The exterior of a business • Includes sign or logo, marquee, outdoor lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting.

  10. ELEMENTS OF VISUAL MERCHANDISING • STOREFRONT • A. Signs • B. Marquee • C. Entrances • D. Window displays

  11. ELEMENTS OF VISUAL MERCHANDISING • STORE LAYOUT • A. Selling space • B. Storage space • C. Personnel space • D. Customer space

  12. ELEMENTS OF VISUAL MERCHANDISING • STORE INTERIOR—Graphics, signage, color, and sound • Important to today’s self-service environment • Lighting—draws attention to store areas and specific products • Fixtures—strategically placed to maximize sales

  13. ELEMENTS OF VISUAL MERCHANDISING • INTERIOR DISPLAYS • FIVE TYPES—architectural displays, closed displays, open displays, POPs, store decorations

  14. FIVE TYPES OF INTERIOR DISPLAYS • ARCHITECTURAL DISPLAYS • Model rooms • Shows how merchandise can be arranged in homes • Kitchens, living rooms, bedrooms • Takes up a great deal of space

  15. FIVE TYPES OF INTERIOR DISPLAYS • Closed displays • Customers see • Handle merchandise with assistance from clerk • Valuable items

  16. FIVE TYPES OF INTERIOR DISPLAYS • Open Displays • Customers are able to handle merchandise. • Shelves, counters, and tables • Self-service selling environment

  17. FIVE TYPES OF INTERIOR DISPLAYS • Point-of-Purchase displays (POPs) • Consumer sales promotion devices • Bold graphics and signage • Hold, display, dispense products • Provide information • Encourage immediate purchase

  18. FIVE TYPES OF INTERIOR DISPLAYS • Point-of-Purchase (POPs) • Temporary—Kiosks for Christmas • Semi-permanent—Themed promotions • Permanent—vending machines, ATMs

  19. FIVE TYPES OF INTERIOR DISPLAYS • Store decorations • Coincide with seasons or holidays • Create atmosphere

  20. Chapter 18 Section 18.2Display Design and Preparation • Help companies attract customers and sell products • Limited timeframe • Sensitive to individual perceptions, appeal to targeted customers, and support overall business image • Sensitive to cultural and ethnic diversity

  21. FIVE STEPS • Step 1: Select Merchandise • Appropriate for the season, target audience, store’s geographic location

  22. FIVE STEPS • Step 2: Select the type of display. • One-item display • Similar-product display • Related-product display • Cross-mix of products

  23. FIVE STEPS • Step 3: Choose a setting. • Depends upon the image the business wants to project. • Realistic, semi-realistic, and abstract

  24. FIVE STEPS • Step 4: Manipulate the artistic elements. • Influence your perception without your knowing it.

  25. FIVE STEPS • Step 4: Manipulate the artistic elements. • Line • Color • Shape • Direction • Texture • Proportion • Balance • Motion • Lighting

  26. FIVE STEPS • Step 5: Evaluate the completed display. • Enhance the store’s image? • Appeal to customers? • Promote the product? • Theme creatively applied? • Color and signage appropriate? • Pleasing result?

  27. DISPLAY MAINTENANCE • Duration—how long should display stay up? • Check displays daily for damage or missing items. • Clothes should be folded and restocked often. • Organize, label, pack, or reshelve stock. • Repair, replace, or discard damaged materials.

  28. Assignment • Quizlet • Vocabulary • Practice • Pre-test—take a test without looking at your words • Written, MC, T/F Choose a display that you like. Using slide number 22, describe the display.

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