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Chapter 22

Chapter 22. Visual Merchandising and Display. What is Visual Merchandising?. Visual Merchandising – refers to the coordination of all physical elements in a place of business so that it projects the right image to its customers.

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Chapter 22

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  1. Chapter 22 Visual Merchandising and Display

  2. What is Visual Merchandising? • Visual Merchandising – refers to the coordination of all physical elements in a place of business so that it projects the right image to its customers. • “right image” – invites interest, encourages purchase, and makes the customer feel good. • Successful businesses create distinct, clear and consistent images for their customers.

  3. Display • Display – Refers to the visual and artistic aspects of presenting a product to a target group of customers. • Visual Merchandising – involves the visual and artistic aspects of the entire business environment.

  4. Elements of Visual Merchandising • Store Front • Store Layout • Store Interior and, • Interior Displays

  5. Storefront • Storefront – is the total exterior of the business. It includes entrance ways, display windows, marquee, window awnings and the building itself. • Marquee – is one of the first things that customers see. The marquee is a sign that is used to display the store’s name. The typeface can be used to project a particular image.

  6. Examples of Marquee’s

  7. 1. Storefront - Entrances • Entrances are usually designed with customer convenience and store security in mind. • There are several types of entrances: • Revolving • Push-pull (often have fancy metal or wooden push plates or bars which suggest a full-service environment) • Electronic • Climate controlled

  8. 1. Storefront – Window Displays • Displays placed in windows can begin the selling process even before the potential customer enters the store. • There are two kinds of window displays: • Promotional Displays • Institutional Displays

  9. 2. Store Layout • Store Layout refers to the way store floor space is allocated to facilitate sales and serve the customers. There are four different kinds of space: • Selling Space (displays, transactions etc..) • Merchandise Space(inventory) • Personnel Space (employee space) • Customer Space

  10. 3. Store Interior • The selection of • Floor – linoleum, tile or wood floors • Wall coverings • Lighting – bright vs dim lighting. • Colors – light or dark colors • Store fixturesstore furnishings, display cases, counters, shelving, racks or benches. Can all powerfully affect the store image

  11. 4. Interior Displays • Interior Displays generate 1 out of every 4 sales. When they are done exceptionally well, they enable customers to make a selection without personal assistance. • There are five types of Interior Displays: • Closed Displays(customers cannot handle the merch.) • Open Displays(customers can handle the merch.) • Architectural Displays (Model rooms) • Point of Purchase Displays (used to promote impulse buying) • Store Decorations (Banners, Signs, props etc…)

  12. Display Design and Preparation • A display has about three to eight seconds to attract a customer’s attention, create desire and sell a product. • When selecting merchandise for display it must have sales appeal, must be appropriate for the season, and for the store’s geographic location.

  13. Selecting the Display • There are four types of displays: • One-Item Display – used to show a single item. • A Line of Goods Display – shows one kind of product but features several brands, sizes or models. • Related Merchandise Display – features items that are meant to be used together. • A Variety Display – features unrelated items.

  14. Choosing a Setting Type • Displays can be presented in a number of different settings: • Realistic Settings depicts a room, area or locale. Details are provided with props such as tables, chairs etc…. • Semi-realistic Setting when the budget does not permit the building of a realistic setting, cut outs and posters are used to create the ambiance. • Abstract Setting focuses on form and color rather than reproducing actual objects.

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