04b merch & prom lay-interiordisplay store mng … · · 2016-04-25• store extra stock, ......
TRANSCRIPT
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Cre
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RETAIL MARKETING
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Lic
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ica
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Com
part
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Instructor :
Dr. Mayo De Juan Vigaray
y Es
ta o
bra
se C
omer
cial
–C y g y
Power points: conceptual framework
e Ju
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May
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MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysINTERIOR DISPLAYS
Fi t hi h ldFixturesGondolaStraight rack E d
Things to hold and display merchandise
Straight rackRounderFour-way, feature fixture
End capsPromotional aisles or areaFreestanding fixture andCases
Wall decorations
M h di t ti
Freestanding fixture and mannequinsPoint of sale areas
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Merchandise presentationShelving Folding Price liningStacking Hanging Vertical
Assortment displayTheme-settingId i t d t ti
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Juan
Vig Stacking Hanging Vertical
Dumping Pegging TonnageFrontage Color By size styleP h i ibilit
Idea-oriented presentationEnsemble display
Ma Purchase visibility curve
MERCHANDISING
Physical environment
M.4.
FIXTURES EQUIPMENT & AtmosphericsFIXTURES EQUIPMENT & FURNISHINGS Interior displays
UTILITY &Purposes: AESTHETICS
Efficiently hold and display merchandise
Must help define areas of a store
Must encourage traffic flow
Must be in concert with the other physical aspects of
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MERCHANDISINGPhysical
environmentM.4.
Atmospherics
Interior displaysFIXTURE: GONDOLA
Type of self-service counter with tiers of shelves, bins, or pegs
Extremely versatile
shelves, bins, or pegs
Grocery & discount store Everything
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y y gDepartment store Towels, sheets, housewares
Boutiques Folded apparel
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Careful: harder for i lM
a customer to view apparel
MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysFIXTURE: STRAIGHT RACK
Long pipe suspended with supports going to the floor or attached to a wall
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MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysFIXTURE: STRAIGHT RACK
Can hold a lot of apparel
Hard to feature specific colors and styles
…. Which is the key to selling more
Hard to feature specific colors and styles….
…. But only see the sleeves or a pant leg
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MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysFIXTURE: ROUNDER
Round fixture that sits on pedestal
Found in most types of apparel stores
Rounder = Bulk = Capacity fixture
Is intended to hold the bulk of merchandise without
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Is intended to hold the bulk of merchandise without looking as heavy as a long straight rack
Easy to move
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Customers can not get a frontal view of the merchandise
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MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysFIXTURE: FOUR-WAY FEATURE*
* Also known as feature fixture
2 cross bars that sit
di l perpendicular to each other on a pedestal
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MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysFIXTURE: FOUR-WAY FEATURE*
Holds a large amount of merchandise and allows the t t i th ti tcustomer to view the entire garment
All merchandise on an arm must be similar style or color
Careful, if not .... confusion
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MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysFIXTURE: CASES
Cut case: inexpensive display in which merchandise is left in the original cartonleft in the original cartonDump bin: case that houses piles of sale clothing, marked-down books
Reduced display costs
Low-price image
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Grocery & Discounts
Low-price image
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MERCHANDISINGPhysical
environmentM.4.
FIXTURE: WALL “DECORATIONS”Atmospherics
Interior displays
Since retail space is often scarce and expensive retailers have successfully increased their ability to:
• store extra stock, • display merchandise• creatively present a message• creatively present a message
by utilizing wall space
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Designed to be hung on the wall
Merchandise can be stored on shelving and racks
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Coordination of products with displays, photos or graphics featuring the merchandiseM
a featuring the merchandise
MERCHANDISING
Physical environment
M.4.
MERCHANDISE PRESENTATION: Atmospherics
Interior displays
MERCHANDISE PRESENTATION: BY SIZE, COLOR & STYLE
Since the customer usually knows the desired size, color it’s easiest to locate items organized in thiscolor, it’s easiest to locate items organized in thismanner
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Similar items are found in the same location
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MERCHANDISING
Physical environment
M.4.
MERCHANDISE PRESENTATION: Atmospherics
Interior displays
MERCHANDISE PRESENTATION: PRICE LINING
When retailers offer a limited number of predetermined price points within a classification
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MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:VERTICAL vs HORIZONTAL
Merchandise is presented vertically using walls and high gondolasOrganize merchandise to follow the eye’s natural Organize merchandise to follow the eye s natural movementLeft to right, top to bottom as we read
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Head level
32 centimetresHead level Pantene
Head levelL’oreal & Fructis
32 centimetres
32 centimetres32 centimetres
32 centimetres
Eye & Hand levelDeliplus = private label
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Feet level Revlon
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32 centimetres
10 centimetres
Feet level Revlon
© Mayo De Juan Vigaray 2006 16
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MERCHANDISINGPhysical
environmentM.4.
MERCHANDISE PRESENTATION: Atmospherics
Interior displays
Display
MERCHANDISE PRESENTATION:TONNAGE
Display technique in which large quantities of quantities of merchandise are displayed
htogether
Use to enhance and reinforce
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and reinforce store’s price image
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The merchandise itself is the display
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MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:FRONTAL
Method of displaying merchandise in which the retailer exposes as much of the product as possible to catch the customer’s eye: FACINGSy
Books & magazinesg
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MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:PURCHASE VISIBILITY CURVE
Retailer tilts lower shelves so shelves so more merchandise is in direct
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is in direct view
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MERCHANDISING
Physical environment
M.4.
MERCHANDISE PRESENTATION: Atmospherics
Interior displays
MERCHANDISE PRESENTATION:STACKING
Large hardline merchandise can be stacked on shelves, the base decks of gondolas, or “flats”“flats”Is easily maintained and gives an image of high volume and low price
Platforms placed directly
h fl
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on the floor
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MERCHANDISING
Physical environment
M.4.
MERCHANDISE PRESENTATION: Atmospherics
Interior displays
MERCHANDISE PRESENTATION:HANGING
Apparel on hangers can be hung from softlines fixtures,Such as:
RacksFour wayFour way
Bars installed on gondolasWall systems
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MERCHANDISING
Physical environment
M.4.
MERCHANDISE PRESENTATION: Atmospherics
Interior displays
MERCHANDISE PRESENTATION:DUMPING
Large quantities of small merchandise can be dumped in bins or baskets inserted into gondolas or wall systemsbins or baskets inserted into gondolas or wall systemsHighly effective promotional method for:
Softlines (socks)
Hardlines (batteries, grocery products, candy)
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Creates a high-volume, low-cost image
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MERCHANDISING
Physical environment
M.4.
MERCHANDISE PRESENTATION: Atmospherics
Interior displays
MERCHANDISE PRESENTATION:PEGGING
Small merchandise can be hung from peghooksUsed in:
S ll d i t d i t
peghooks
Softlines (socks)
Small rods inserted intogondolas or wall systems
Hardlines
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Gives a neat, orderly appearanceCan be labor intensive to display and maintainM
a Can be labor intensive to display and maintain
MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:SHELVING & TABLES
The majority of merchandise is placed on shelves that are inserted into gondolas or wall systems
Flexible & easy to maintain
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MERCHANDISING
Physical environment
M.4.
FREESTANDIG FIXTURE AND Atmospherics
Interior displays
FREESTANDIG FIXTURE AND MANNEQUINS
Design to get customer’sattention
Display the newest
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MERCHANDISING
Physical environment
M.4.
MANNEQUINSAtmospherics
Interior displays
Customers express approval at being able to:able to:
see designgentire outfitssee what the clothes will look like on
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influence multiple purpose
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Morganstein, M. and Strongin, H. (1992) “Modern Retailing: Management Principles and Practices” 3rd Edition, Prentice Hall.
MERCHANDISING
Physical environment
M.4.
MANNEQUINSAtmospherics
Interior displays
Very visual(*)
Stimulate browsing(**) … However….
… the only mannequins that generated and adverse reaction were those used in the “Miss Sixty” concession –these were non-traditional clear torso
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mannequins
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(*) Morganstein, M. and Strongin, H. (1992) “Modern Retailing: Management Principles and Practices” 3rd Edition, Prentice Hall.
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(**) Lea-Greenwood, G. (1998) “Visual Merchandising: a Neglected Area in UK Fashion Retailing?” International Journal of Retailing and Distribution Management, Vol. 18, N. 4, pp. 21-31.
MERCHANDISE PRESENTATION:MERCHANDISE PRESENTATION:POINT OF SALE AREAS
Customer Customer is almost held
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captive there
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MERCHANDISING
Physical environment
M.4.
END CAPS & PROMOTIONAL Atmospherics
Interior displays
END CAPS & PROMOTIONAL AISLES OR AREA
End of an aisle. High visibility
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ASSORTMENT DISPLAY
One in which retailer exhibits a wide range of merchandise
Greeting cardsBooks & magazines
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Books & magazines
Fruit & vegetables
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MERCHANDISING
Physical environment
M.4.
THEME-SETTING & Atmospherics
Interior displays
THEME SETTING & IDEA-ORIENTED PRESENTATION
Depicts a product in a thematic manner
Special events: Employees dressedSpecial events: Valentine’s Day Book’s Day magazines
dressed
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MERCHANDISING
Physical environment
M.4.
Atmospherics
Interior displaysENSEMBLE DISPLAY
Instead of grouping and showing merchandise in separate categories ease of purchase and posible to envision an entire outfit or combination of productsp
Products are “g o ped”
Merchandise
“grouped”
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Merchandise show complementary
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MERCHANDISING
Physical environment
M.4.
MERCHANDISINGAtmospherics
Interior displays
M.1. Communication methods
Retail imageM.2.
Design of a storeM.3.
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M.4. Physical environment AtmosphericsExterior
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Store layoutI t i di lM
a Interior displaysINTERIOR DISPLAYS. End