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Marketing I“The Visual Sense is the strongest developed in humans”
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What is Visual Merchandising?
PHYISCAL elements that merchandisers use to project an image to customers
Use of sales displays and retail floor plans to stimulate sales
Promotes retail space in the best possible way to promote sales
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Before Planning Visual Merchandising Approach
Know your target market (Young/Old? Income? Lifestyle? Geographics? )
Apply “visual merchandising” to appeal to this market
Tap in to Emotion (create the mood that will elicit the emotion)
Customers want to feel good when shopping
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Components of Visual Merchandising
Store Front Store Layout Store Interior Interior
Displays
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Store FrontEncompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance , and landscaping.
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Signs (Storefront) Designed primarily to attract attention,
advertise a business, and project brand identity.
Design should be original Easily recognizable- often conveys
“image” Name, letters, log, materials, and colors
are used to create the desired store’s image
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Marquee (Store Front)Architectural canopy that extends over store entrance
Found over most theatre entrances Highly visible Business can exploit the space for advertising
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Entrances (Store Front)
Designed with customer convenience and store security in mind
Smaller stores usually have one entrance; Larger stores usually have multiple entrances
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Store Layout How stores use floor space to facilitate
and promote sales and serve customers. Typical layout is divided into four distinct
spaces:
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Store Layout Store planners help determine amount of
space needed for each area Space design specific traffic patterns to
encourage browsing and impulse shopping
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Store Layout
Selling space- used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow
Storage space- for items kept in inventory or stockrooms
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Store LayoutPersonnel space- allocated for store employees
Customer space-comfort and convenience of customer (snacks, rest room, kids area, etc.)
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Store InteriorInterior fixtures, flooring, wall covering,
furniture lighting, colors, interior signage, and graphics
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Color, Lighting, Graphics, and Paint
Selected based upon target market All are used to create emotion with
customer
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Who is the Market and How Does Interior Appeal to that Market?
Abercrombie Store Interior
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Who is the Market and How Does the Interior Appeal to that Market?
Neiman Marcus
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Who is the Market and How Does the Interior Appeal to that Market?
Dick’s Sporting Goods
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Who is the Market and How Does the Interior Appeal to that Market?
Urban Outfitters
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Interior Displays
Displays and demonstrates use of products
Five Types of Interior Displays
Closed DisplaysOpen DisplaysArchitectural DisplaysPoint-of-Purchase DisplayStore Decorations
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Closed Display (Interior Display)
Closed Displays- allow customers to see product but not handle without assistance
Used for security or to protect fragile items
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Point-of-Purchase Displays (Interior Display)
Promote impulse buying More effective at supporting new
products rather than established one
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Open Displays (Interior Displays)
Allows customer to handle products without help of salesperson
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Store Decorations (Interior Displays)
Coincide with seasons or holidays. Banners, signs, props
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Architectural Displays
Model rooms that allow customers to see how merchandise might look in their homes
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Class Assignment – 50 Points Work with a partner to create a Visual
Merchandising proposal for The Falcons’ Nest. Apply ONE of elements of visual
merchandising discussed in class.( OR THREE different types of interior displays)
Prepare a PPT presentation that includes:
1) Identify Target Market2) Develop proposal for ONE visual merchandising change to make to the Falcons’ Nest. 3) Create a prototype (sample) of the change, modification OR NEW visual merchandising display or component4) Prepare PPT presentation to present to class that summarizes your proposal5) Rubric provided VisualMerch.Mkt.1.Rubric.docx