Chapter 18 Visual Merchandising

Marketing 1B Spring Semester 2006 LaValley

Table of Contents  Display features  What is Visual Merchandising?

 Elements of Visual Merchandising  Storefront  Store Layout  Store Interior  Interior Displays

Table of Contents Continued…  Artistic Design  Display and Design Preparation  Selecting Merchandise  Selecting Display  Choosing a setting  Manipulating Artistic Elements  Evaluating displays  Display Maintenance

What is Visual Merchandising?

 Definition  The coordination of all types of physical elements in a place of business that are used to project the right image to its customers

The Right Image  Invites interest in the merchandise  …come hither….

 Encourages purchasing  Makes the customer feel good about where he or she is doing business  Creates a vision of the organization  Draws in the customer

A Successful Business…

 Creates the following..

 Distinct  Clear  Consistent image  ALL FOR THEIR CUSTOMERS!!

 A good image sets a business apart from the competition.

Image is….

 A blend of the following  Store characteristics   Location Products     Prices Advertising Public relations Personal selling

Visual Merchandise   Where is it used??

Manufacturers’ showrooms  Weathershield  Trade Shows  SHOT Show, Las Vegas  Conventions  ATA, Indianapolis

Visual Merchandise continued…  Involves the visual and artistic aspects of the entire business environment 

Visual Merchandising and displays are NOT the same thing!!

 Display is the visual and artistic aspects of presenting a product to a

TARGET

group of customers.

Increase in VM…why??

 Growth of “self-service”, “superstores”, and “box stores”  Walmart  Little personal selling  Products

MUST

sell themselves!

Example…  Box Stores  Develop GIANT signs  Graphics  Banners  Usually to a DESIGNATED part of the store.

Elements of Visual Merchandising  Create a positive shopping experience  Make your customers want to return!

Key Store Elements  Store front  Store layout  Store interior  Interior display

Store Front  The total exterior of a business   Store fronts include… Store’s sign  Marquee       Outdoor lighting Banners Planters Awnings Windows The building itself!

How important is the store front??

 VERY IMPORTANT!!!

 This projects the image of the store

Signs      First impressions Make a statement!

Original  Easily recognizable Letters, building materials, colors are used to help create the stores image Designed to attract attention

Marquee  Architectural canopy  Extends over a store’s entrance  More prominence  Think…Bloomingdales, Saks, movie theaters..

Entrances  Customer convenience  Store security  How many entrances?

 Types of entrances  Revolving  Push-pull  Electronic  Climate controlled

Window Displays  Display windows  Begin the selling process before the customer walks in the store!

 Attract attention  Suggesting type of merchandise and atmosphere of the store  Two different kinds  Promotional display  Institutional display

Promotional Displays  Promote the sale of one product, a line of related products, or a variety of products  How do they do that!?

 Emphasize a theme  Promote storewide events

Institutional Displays  Promote the store (instead of the product)  Image  Focus on public causes, worthy ideas, or community organizations  Show the business is interested in the community

Store Layout  The way store floor space is used to facilitate and promote sales  Best serve the customer  Four different kinds of space  Selling space  Merchandising space  Personnel space  Customer space

Store Interior  After general placement of merchandise is established, visual merchandising is decided.

 Selection of floor and wall coverings, lighting, colors, store fixtures  EX: Supermarkets vs. Specialty stores

Store Interior continued…  Colors  Bright colors vs. pastels  Fixtures  What kind??

 Permanent or movable  What about walls??

 What image do you want to project?

 Walmart vs. Specialty shop

Store Interior continued…  Store aisles  Width…different widths create different images  Merchandise  Size, variety, and quality of the merchandise  Brand names vs. Generic

Interior Displays   Displays generate ONE out of every FOUR sales!!

If done well…customers make a selection without assistance!

 Five types     Closed displays Open displays Architectural displays Point-of-purchase displays  Store decorations

Interior Displays continued…      Architectural displays  Model rooms Store decorations  Seasonal or holiday displays Open displays  Allow customers to handle the merchandise Closed displays  See but don’t touch!

Point-of-Purchase displays  Impulse buying!

Interior Displays continued…  ID’s use fixtures and props to showcase merchandise  Create a clean and organized visual display  Group merchandise by type  Most stores are a combination of all display types  Displays compliment each other, and create a positive buying experience.

Interior Props  Two different kinds  Decorative  Functional  Decorative   Background scenery used to indicate a season Create an interesting setting  Functional Props  Items for holding merchandise  EX: Mannequins and shirt forms.

Artistic Design  Display Design and Preparation  FACT: Displays have three to eight SECONDS to attract a customer’s attention, create a desire, and sell a product.

Display and Design Preparation  Involves the following five steps:  Selecting Merchandise for display  Selecting the display  Choosing a setting  Manipulating Artistic Elements  Evaluating completed displays