Visual Merchandising Chapter 18

Visual Merchandising Encompasses all of the physical elements that merchandisers use to project an image to customers Goals: Improve service Educate the customer Increase productivity levels Reinforce store image You may think “Mrs Johnson” I know what VM is… I’ve been to the mall. But we often don’t realize all of the foresight and planning that goes into creating a favorable customer experience and how this ultimately portrays the company’s image. It directly affects our buying decisions whether we realize it or not.

Visual Merchandisers Are responsible for: the total merchandise or service presentation the overall business/brand image and the building and placement of design elements Are active members of the marketing team Visual Merchandisers

Elements of Visual Merchandising Storefront Store Layout Store Interior Interior Displays

Storefront Sign Logo Marquee Exterior design Ambiance Landscaping Design of the sign should be original and easily recognizable. The name letters, materials and colors that are used help create the store’s image. And upscale department store might use an elegant script while a toy store would use bright primary colors to reinforce a youthful and playful image. A Marquee is an architectural canopy over the store entrance. Example would be movie theatres listing show times. Entrances are usually designed with customer convenience and store security in mind Window displays- initiate the selling process, create excitement and attract prospects. Storefront

Store Layout Selling space Storage space Personnel space Customer space Selling space is used for displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow. Storage space is used for items kept in inventory or stockrooms (what is inventory again?) Personnel space is allocated for employees, office space, lockers, lunch breaks, and restrooms. Customer space is designed for the comfort and convenience of the customer : in store restaurants, seating, lounges, and recreation areas for children. Store Layout

Store Interior Color Lighting Sound Graphics Fixtures Origins Cosmetics Once the general placement of store merchandise has been decided, store personnel can develop the visual merchandising approach for the interior. Mannequins, decorations, comfortable seating, and innovative props all create a memorable shopping experience. Floor and wall colorings, lighting, colors, signs, and graphics greatly impact the customer’s experience and their image of the store. Store Interior

Apple is about imagination, design, and innovation. More store interiors

Clear brand image on each checkout counter Clear brand image on each checkout counter... And notice the height of the brand? At child height Lighting includes: bright colors

What store is this? What makes it so easy to identify? Sex appeal… Image “you’ll be more attractive if you wear our clothes” targeting teens Notices how strategic the lighting is. May mirror a club?

Types of Interior Displays One-item display Similar-item display Related-product display Assortment or cross-mix display

Architectural Display

Open Display

Closed Display

Point of Purchase Displays

Store Decorations Could be seasonal VonZipper or Electric Goggles fish bowl – shop actually got fish. Store Decorations

Window Displays Provide a brief introduction about the merchandise Strengthen traffic and sales Attract interest

Design & Display Tips Use complementary colors to create contrast Lines within displays direct viewer’s attention Effective displays have a FOCAL POINT Motion should accentuate merchandise not overpower it

Lighting can help merchandise look more attractive Display lighting should be 2 to 5 times stronger than store’s general lighting Colored lighting can create dramatic effects

One-item display Similar-item display Related-product display Assortment or cross-mix display

Artistic Design Choose two complementary colors, two adjacent colors, and three triadic colors.

Fill in the Blanks for Each Artistic Element

Visual Merchandising Element Features