Transcript Visual Merchandising: The Silent Selling Techniques

Visual Merchandising:
Silent Selling Strategies
An Educational Program
for Small Business Owners
Glenn Muske, Hong Yu, Mike Woods, and Huan Wang
Objectives
Help small business owners:
– Define visual merchandising
• What is it?
• Why is it important?
– Analyze the elements involved in visual
merchandising
– Evaluate examples of good visual
merchandising practices
The GOAL – Impact the bottom line
Creativity:
The Magic Word in Visual Sales
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Mental flexibility
Think options
See the big-picture
Skill in explaining and selling ideas
Intellectual courage
Unique low-cost options
Visual Merchandising Defined
Everything the customer sees,
both exterior and interior,
that creates a positive image of a business
and
results in
attention, interest, desire, and
action
Visual Merchandising
1. Supports sales- “the silent salesperson”
2. Supports retail strategies
3. Communicates with customers
4. Communicates image
5. Supports retailing trends
The elements of visual
merchandising
• Color
• Lighting
• Harmony
– Balance
– Proportion
– Rhythm
– Emphasis
Color Example
Where visual merchandising is
used?
• Exterior – Storefront, streets and city
• Interior
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Displays
Point of Purchase
Fixtures, equipment & furnishings
Store Layout
• Signage
• Tradeshows and Fairs
• Product packaging and labels
Exterior
Window Display
Display
Point of Purchase
Fixtures, Equipment &
Furnishings
Store Layout
Signage - Exterior
Tradeshows and Fairs
Product Packing and Labeling
Visual Merchandising for
Service Businesses
Summary
Visual display increases sales!
HOW?
“Attractive displays attract and stimulate.
This, in turn, creates desire and behavior – that
of increased sales” Bell & Terrnus, 2002