March 16, 2015

 Public Relations  Activities to create a favorable public image  Direct Marketing  Addresses individuals directly  Advertising  Non-personal promotion presented through a variety of media  Personal Selling  Direct contact through a sales force  Sales Promotion  All promotional activities that are not PR, direct marketing, advertising or personal selling

 What appeals to you and how does it make you feel?  What is it about the physical space of the store that makes you want to shop there?

 Visual merchandising coordinates all of the physical elements in a place of business to project an image to customers  Successful businesses create a distinct, clear and consistent image  The image is made up of a unique blend of product, place, price and promotion  The image also includes the design and layout of the store, logo, signage, and displays

 Visual merchandisers are the part of the marketing team that designs, creates, and maintains the design elements of the building and displays  As with all aspects of marketing, the goal of visual merchandisers is to attract customers and keep them coming back  They create a selling space that is inviting and engaging and creates an enjoyable shopping experience

Visual merchandising includes:  Storefront  Store layout  Store interior  Interior displays

The storefront is the exterior of the building and includes:  Sign and/or logo  Marquee  Outdoor lighting  Banners  Planters  Awnings  Windows  Exterior design  Landscaping

 Design should be original and easily recognizable  Attract attention, advertise and project brand  Name, letters, logo, materials and colors help create the desired image

 A marquee is a canopy that extends over a store’s entrance  Marquees appear over theaters to display the names of the latest movies or plays  Can show the store’s name, key products, hours of operation, phone number, etc.

 Entrances are usually designed with customer convenience and store security in mind  Types of entrances include push-pull, electronic and climate controlled

 Window displays attract prospects, create excitement for products, and initiate the selling process  Customers who window shop are often drawn into stores by their window displays

 Store layout refers to ways that stores use floor space to facilitate and promote sales and serve customers  A typical store layout divides the store into four distinct spaces  Selling space – used for interior displays, wall and floor merchandise, product demos, and sales transactions  Customer space – for the comfort of customers and may include in-store restaurants, seating, lounges, area for children  Storage space – for inventory and stockrooms  Personnel space – for offices, lockers, lunch room

 Once the general placement of merchandise has been determined, store personnel can develop the visual merchandising approaches  Includes:  Mannequins  Decorations  Props  Floor and wall coverings  Lighting  Colors  Store fixtures  Interior signage  Graphics

 Interior graphics and signage promote particular brands, directions to various departments, special promotional campaigns  Different color schemes appeal to different types of customers  Background music and sound can set a particular mood/image, encourage customers to shop, and announce special product offerings

 Lighting draws attention to store areas and specific products  Large warehouse stores often choose fluorescent lighting while high-end prestige retailers may install chandeliers  Stores may choose lighting for environmental reasons

 Fixtures are permanent or movable store furnishings that hold and display merchandise  Fixtures are strategically placed to maximize sales  Common fixtures include:  Display cases  Tables  Counters  Floor and wall shelving units  Racks  Bins  Stands  Seating

 Interior displays show merchandise, provide customers with information, encourage customers to shop, reinforce advertisements, and promote store image  There are five basic types of interior displays:  Architectural displays  Closed displays  Open displays  Point-of-purchase displays (POP’s)  Store decorations

 Architectural displays are model rooms that show how merchandise can be arranged  Take up considerable space so not all stores can use these kinds of displays

 Closed displays allow customers to see but not handle merchandise  Used for valuable items such as jewelry

 Open displays allow customers to handle and examine the merchandise without the help of a salesperson  Efficient way to sell products

 POP’s are stand alone structures that serve as consumer sales promotion devices  Hold, display and dispense products or information and encourage immediate purchase  Can be temporary, semi-permanent, or permanent  POP’s also provide services, directions to locate products and offer tips on product usage

 Store decorations are displays that may coincide with seasons or holidays  Can include bold and colorful banners, signs and props