VISUAL MERCHANDISING & DISPLAY Chapter 18

Visual Merchandising & Display Visual merchandising coordinates all of the physical elements in a place of business to project an image to customers It attracts customers Creates a desired business image Promotes interest in products or services An image can include the following: Design and layout of the store, its logo and signage, design of the store’s website A good image will attract positive attention and loyal customers

Visual Merchandising & Display Display refers to the visual and artistic aspects of presenting a product/service to a target group of customers to encourage a purchase It is a much narrower concept and makes up only one element of visual merchandising Activity Think of a product you recently purchased at a store List the visual merchandising elements that were used to attract buyers

Elements of Visual Merchandising The goal of visual merchandising is to create a positive shopping experience that will compel customers to return Merchandisers consider four elements as key to achieving this goal: Storefront Store layout Store interior Interior displays

Elements of Visual Merchandising Storefront is the exterior of a business It includes: Sign or logo Marquee Outdoor lighting Banners Planters Awnings Windows Exterior design, ambiance, landscaping, and lighting of the building

Elements of Visual Merchandising Store layout refers to ways that stores use floor space to facilitate and promote sales and serve customers A store layout divides a store into four distinct spaces Selling space Storage space Personnel space Customer space

Elements of Visual Merchandising Store interior includes decorations, innovative props and other valuable tools to create a memorable shopping experience Interior graphics, signage, color and sound Lighting Fixtures Permanent or movable store furnishings that hold and display merchandise

Elements of Visual Merchandising Interior displays show merchandise, provide customers with information, encourage customers to shop, reinforce ads, and promote a store’s image Architectural displays Closed displays Open displays Point-of-purchase displays Stand alone structures that serve as consumer sales promotion devices Kiosks are interactive POP displays that are free- standing, full-service retail locations Store decorations