visual merchandising & display chapter 18. visual merchandising & display visual...
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VISUAL MERCHANDISING&DISPLAY
Chapter 18
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Visual Merchandising & Display
Visual merchandising coordinates all of the physical elements in a place of business to project an image to customers It attracts customers Creates a desired business image Promotes interest in products or services
An image can include the following: Design and layout of the store, its logo and
signage, design of the store’s website A good image will attract positive attention
and loyal customers
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Visual Merchandising & Display
Display refers to the visual and artistic aspects of presenting a product/service to a target group of customers to encourage a purchase It is a much narrower concept and makes up
only one element of visual merchandising Activity
Think of a product you recently purchased at a store List the visual merchandising elements that
were used to attract buyers
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Elements of Visual Merchandising
The goal of visual merchandising is to create a positive shopping experience that will compel customers to return
Merchandisers consider four elements as key to achieving this goal:1. Storefront2. Store layout3. Store interior4. Interior displays
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Elements of Visual Merchandising
1. Storefront is the exterior of a business It includes:
Sign or logo Marquee Outdoor lighting Banners Planters Awnings Windows Exterior design, ambiance, landscaping,
and lighting of the building
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Elements of Visual Merchandising
2. Store layout refers to ways that stores use floor space to facilitate and promote sales and serve customers A store layout divides a store into four
distinct spaces Selling space Storage space Personnel space Customer space
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Elements of Visual Merchandising3. Store interior includes decorations,
innovative props and other valuable tools to create a memorable shopping experience Interior graphics, signage, color and
sound Lighting Fixtures
Permanent or movable store furnishings that hold and display merchandise
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Elements of Visual Merchandising
4. Interior displays show merchandise, provide customers with information, encourage customers to shop, reinforce ads, and promote a store’s image Architectural displays Closed displays Open displays Point-of-purchase displays
Stand alone structures that serve as consumer sales promotion devices
Kiosks are interactive POP displays that are free-standing, full-service retail locations
Store decorations