visual merchandising
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VISUAL MERCHANDISING
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VISUAL MERCHANDISING:
The coordination of ALL physical elements of a business to project the right image
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Visual merchandising has increased tremendously in importance with the growth of self-service retailing
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Display:• A much narrower concept
than visual merchandising.
• It pertains to the visual and artistic aspects of presenting a product to a target market.
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4 Key Elements of Visual Merchandising:
1. Store front
2. Store layout
3. Store interior
4. Interior display
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Store Front:
The exterior of a business
1.Marquee
2.Entrances
3.Window Display
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Marquee:
The sign that is used to display the store name
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Entrances:• Designed with customer
convenience and store security in mind.
• There are several types of entrances each portraying a certain image
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Types of Entrances:• Revolving – up scale stores
• Push-Pull – full service stores often with fancy handles
• Electronic – Self-serve stores, with carts such as Wal-Mart, Meijer, Kroger.
• Climate Controlled – shopping malls.
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Window Displays:• The store’s FIRST IMPRESSION
with the customer.
• Begin the selling process even before the customer enters the store.
• Suggests the type of merchandise carried in the store.
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2 Types of Window Displays:
1. Promotional – promote the sale of one or more items by using special lighting and /or props.
• Skiwear with fake snow for accents
2. Institutional – promote store image rather than specific items.
• Designed to build customer good will, show that the business is interested in the community
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Store Layout:
The way the floor space is allocated
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4 Types of Floor Space:
1. Selling Space
2. Merchandising Space
3. Personnel Space
4. Customer Space
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Selling Space:• Includes:
•Interior displays•Sales demonstration areas
•Sales transaction areas (wrap desk)
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Merchandise Space:
•Allocated to items that are kept in inventory
•Selling floor•Stock room area
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Personnel Space:
•Space for employees:•break rooms•lockers•restrooms
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Customer Space:• Comfort and convenience of
customers:•Restaurants•Dressing rooms•Lounges•Restrooms•Recreation area for children
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Customer Space:• Stores are competing more
& more in these areas
• Allocating more dollars and space for customer convenience than ever before
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Once the floor space has been allocated management & visual personnel spend a lot of time planning the effective use of the space
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Visual Decisions:• What product are to go where
• Agencies – what products should be next to each other
• Where to put seasonal merchandise such as coats, swimwear and Christmas items
• Traffic patterns
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Store Interior:• Affects the store’s image• Includes items such as:
•Floor & wall coverings•Lighting•Colors•Fixtures
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• It is important to create a relaxing, comfortable place for customers to shop
• Customers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines
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Interior Displays:• They are part of the general store
interior.
• Displays generate 1 out of 4 sales.
• They enable the customer to make a selection without personal assistance
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5 Kinds of Interior Displays:
1. Closed Displays2. Open Displays3. Architectural Display4. Point-of-Purchase5. Store Decorations
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Closed Displays:• Look but don’t touch
• Require sales person assistance
• Expensive or fragile merchandise
• Jewelry cases
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Open Display:• Handle merchandise without
a salesperson
• Self-service
• Used for most clothing
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Architectural Display:
• Actual room setting
• Furniture
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Point-of-Purchase:• Promote impulse buying• Items at the register
•Batteries•Candy•Magazines
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Store Decorations:
Decorations for holidays such as Christmas, Halloween and Valentine’s Day
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• Interior displays use fixtures and props to showcase merchandise
• Props are generally classified as decorative or functional
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PROPS:
• Functional Props – practical items for holding merchandise such as mannequins and shirt forms
• Decorative Props – Only purpose is to enhance merchandise. Items such as trees, tables, cars.
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Importance of Interior Displays:• Show the customer what’s new
• Show customer how to put together a total look
• A good display helps create multiple sales
• Customers want to look like the display
• Customers want you to show them what to wear
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Interior Displays:
• Often convey a common theme through out the store
• Animal prints, patriotic theme• Used to tell a color story
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• The large display in a store including the mannequins & wall displays are usually set up by visual department
• Small table displays and fixture top displays are usually set up & maintained by the individual department staff
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It is important to change departmental displays frequently
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When to change displays:
• When new merchandise comes in
• Just to change around the pieces of a group that has been on the floor for awhile
•Gives the group a new look
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• The same customers walk through your department every week – you want it to look fresh
• You want to give them a reason to buy
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GIVE THE CUSTOMER A REASON TO
BUY