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 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 –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