Visual Merchandising And Window Displays

1. Visual Merchandising And Window Displays CHRISTINE McAULEY RETAIL OPERATIONS MANAGER THE TRUSSELL TRUST 2014 VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

2. What is Merchandising? The primary purpose of merchandising is the presentation of products in a way that causes them to be sold quickly, and at the highest possible retail margin. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

3. Why is merchandising important? Customers are led by attractive eye catching displays and the use of these enables us to stand out from our competitors. It’s purpose is to attract, engage and motivate the customer towards making a purchase. For those who enjoy it, it can be rewarding and satisfying, for those who don’t love it though it can become a neglected chore that falls to the bottom of their to-do list. When in doubt remember our Top Tips: Keep it simple Encourage touch Move it around VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

4. Creativity & Possibility Merchandising takes creativity and passion. How much this happens in your store depends on you. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

5. Why is Merchandising Important? Merchandising makes it easier for customers to shop. Assists customers with the possibilities of coordinating and accessorising. Merchandising also seduces and charms your customers into add-on sales. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

6. Which one would you remember? A or B VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

7. Creating Themes & Stories Dare to be different. Unusual and big displays attract interest. People love novelty and something they haven't seen before. Look for inspiration from the Internet, films, books and most importantly other retailers. Do some research around events throughout the year both nationally and in your local area. Think about using special events such as Mothers Day, Valentines, back to school, festivals and local events. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

8. The effect of bright colours Bright colours add impact and this works not only for fashion and home decoration but also for accessories etc. • Decide on your colour scheme • Avoid using too many colours (two or three work best) • Choose the products you want to use VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

9. Coordination Using colours that coordinate together is a way to entice customers to be more experimental. You can often use this matching technique to offer the customer quick and easy solutions to finding items that work well together. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

10. How to get it right! Use co-ordination to show how outfits can work together. The same colour palette has been used to inspire 3 different generations. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

11. Block colour A block colour pallet used well can create depth and interest to a window. It is also useful when you want to combine different types of stock. This display contains clothing, bric a brac, books, toys and electrical items. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

12. Merchandising Basics Be experimental; often the most inspiring displays are ones which use everyday objects in an unusual way. Be creative but stand back & ask yourself, does it work? Old suitcases, baskets, pallets can make interesting props. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

13. Keeping it Simple Quantity doesn’t always mean quality...... with displays sometimes less give a bigger impact VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

14. Symmetry and Balance Whatever the display, neat and tidy should be your overall effect. Balance things out. Your display doesn't need to be perfectly symmetrical, but it will help if you try to mirror the effect. Critique what you have put together, stand back and look at the display from different angles. Maintain balance by using repeats of odd numbers, use 3s and 5s as these are often more aesthetically pleasing to the eye. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

15. Displays • Keeping items with coordinating colours, patterns, textures or functions together will help structure and balance your display. • Depending on the style and size of your display, aim to have at least one main focal point that draws your customers in. • Use props to add height and create a more imposing feel to your displays. • Height will make your focal point stand out. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

16. Bric-a-Brac Displays Customers want to see your best stock at eye-level. The best way to work with height is to balance it out by creating a pyramid or stepped display. It allows the eye to naturally travel down. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

17. Display Kits Every shop should have a basic display kit. (Dress maker pins, nylon string, clothes pegs, perspex, double sided tape) Often the cheapest props are the most effective; washing lines and pegs are great for displaying clothes, fabrics etc. Ideas: If you have an idea for a display you would like to do, talk it over with your team. Spend time planning ahead, finding or creating props and most important, sourcing enough stock to fill up as items sell. Experiment with everyday found objects. Upcycle: Does an item need a little attention to make it fabulous and useable? VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

18. Merchandising Basics • Use the right merchandising style for the product type. • Add variation to your displays on frequent basis. • Arrange to have extra items to fit within your theme should an item sell. • Consider how practical and possibly how functional the display has to be. Does your display enhance the product? • Be experimental; often the most inspiring displays are ones which use everyday objects in an unusual way. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

19. What not to do! Handwritten signs NO! View obstructed, items on the floor, empty shelves are H&S issues not only for customers, but staff and volunteers VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

20. What not to do! However well intended, handwritten signs and cellotape cheapen the look of your shop, even when done in a somewhat creative way VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

21. What not to do! What message is this shop window portraying to a potential customer? Remember! Your window is your major selling tool to increase footfall and sales VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

22. Common Errors Too much merchandise - shop looks cluttered and messy Too little merchandise - shop looks bare and uninviting Too many props - confusing to the customer what's for sale. Can look over complicated. Lack of attention to detail – looks unprofessional. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

23. Common Errors If you don’t have enough stock to fill a section.... change it. Nothing looks worse that half empty shelves, and this also has an impact on your sales. If it’s not on your shop floor how can you sell it? VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

24. Common Errors Lack of underlying theme - if it looks weak and half hearted your efforts are in vain. Customers need a strong message but over the top/tacky can also have a negative effect. Poor housekeeping standards - nobody wants to buy unloved goods from a dirty shop. Cleanliness reflects an impression on your customers. Always aim to have high standards. VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

25. How are we viewed? Trussell Trust retail outlets are considered leaders in the field of charity retail. We are admired by our competitors; Our dedication to our customers and volunteers is second to none We are known for the positive impact we create for people in crisis VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

26. This is an example slide for chapters VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014