Visual Merchandising

1. Visual Merchandising

2. Objectives: • Explain the importance of visual merchandising • Describe the two main areas of store layout • Summarize the aspects of merchandise presentation • Describe the components of in-store displays • List the advantages, disadvantages, and types of window displays

3. The Importance of Visual Merchandising • Visual merchandising is the physical display of products in the most attractive and appealing ways • Purposes are to sell products and promote store image • Should always try to be different, new, and creative

4. Selling areas (75%-80%) Where merchandise is displayed and customers interact with salespeople Sales support areas Customer services and all other operations Grid layout One or more main aisles with secondary aisles intersecting Maze layout Free-flowing, unbalanced placement of fixtures; allows shoppers to weave through displayed merchandise Store Layout

5. Merchandise Presentation • The ways goods are hung, placed on shelves, or otherwise made available to customers • Shoulder-out • Only one side shows • Face-forward • Hanging garment so full front faces viewer

6. Types of Fixtures • Most common types of fixtures • Bins • C-rack or half-circle • Four-way, quad, or four-arm • Rounder • Showcase • T-stand, two-arm, or two-way • Wall-standards and brackets Showcase

7. Wall Arrangements • Should draw customers farther into the store or department • Reinforce store image • Divide large areas into smaller sections • Color groupings • Same garment groupings

8. Interior Displays • Displays should: • Stimulate product interest • Provide information • Suggest merchandise coordination • Generate traffic flow • Remind customers of planned purchases • Create impulse sales • Enhance the store’s visual image

9. Interior Display Locations • Should be chosen to maximize merchandise exposure • Just inside store entrance • At entrances to departments • Near cash/wrap counter • Next to related items • By elevators and escalators • At ends of aisles • Open-to-mall areas

10. Displayed Merchandise • Should be current • Represent styles and lines • Should be well stocked • In demand • New (inform customers of what is available) • Encourage additional purchases • Promote current theme • Look good on display

11. Grouping Displays • One-category groupings • Line-of-goods displays • May be different sizes or colors • Related groupings • Ensembles or coordinates • Theme groupings • Variety or assortment • Unrelated items all sold in the store

12. Props • Functional props physically support or hold merchandise • Mannequins, stands, pedestals, screens, panels, or forms • Decorative props • Used for mood or attractive setting • Structural props support and change displays • Boxes, cylinders (usually hidden) Decorative and functional prop

13. Signage • Variety of signs may be used to inform customers • Counter signs • Posters • Hanging signs • Banners • Flags • Elevator cards • Easels • Might include prices, sizes, styles, features, store logo, etc.

14. Display Evaluation • Effective sales appeal? • Coordinated with store ads? • Help to locate goods? • Signage legible and easy to understand? • Signage gives best selling points? • Draw customer through store? • Clean and neat? • Changed frequently?

15. Window Displays • First contact customer has with store • Can stimulate curiosity • More opportunities to sell merchandise • Can be expensive to design, set up, and maintain; need props, staff, and space • Another problem can be glare of glass

16. Types of Display Windows • Enclosed • Full background • Ramped, elevated, or shadowbox • Semi-enclosed • Partial background • Open • No background, open to store interior • Island • 4-sided glass, often in lobbies Enclosed window; full background

17. Do You Know . . . PICK ME!!! • How might displays in a discount store differ from the displays in a more expensive apparel store? • What criteria would you use to select merchandise for display in an island window?