1. VISUAL MERCHANDISING & DISPLAY
Marketing II

2. LEARNING TARGETS
Explain the concept and purpose of visual merchandising
Identify the elements of visual merchandising
Describe types of display arrangements
Explain how artistic elements function in display design
List the five steps in creating a display

3. VISUAL MERCHANDISING
What first catches your attention when walking into a store?
Merchandise
Display elements
BOTH
Window display is often the first contact the customer has with merchandise.

4. VM vs. DISPLAY Visual Merchandising Display
All of the physical elements that merchandisers use to project an image to customers.
Promotes interest in merchandise or services
Encourages purchases
Reinforces customer satisfaction
Display
The visual and artistic aspects of presenting a product to a target group of customers

5. ROLE OF VISUAL MERCHANDISER
Responsible for:
The total merchandise or service presentation
Overall business/brand image
Building and placement of design elements
Members of the marketing team that promote a business and its products/ services

6. ELEMENTS OF VISUAL MERCHANDISING
Four key elements:
Storefront
Store layout
Store interior
Interior displays

7. STOREFRONT The exterior of a business: Banners Sign or logo Marquee
Awnings
Windows
Exterior design
Ambiance
Landscaping
Projects brand identity and distinguishes from competition.

8. STOREFRONT continued…
Entrance
Signs
Movie Marquee
Window Displays

9. STORE LAYOUT
The ways in which a store uses floor space to promote sales and serve customers.
Four distinct spaces:
Selling space
Storage space
Personnel space
Customer space
La Paloma Gelateria & Cafe

10. STORE INTERIOR Mannequins Decorations Comfortable seating
Innovative props
Floor & wall coverings
Lighting & color
Store fixtures
Interior signage

11. STORE INTERIOR continued…
Fixtures
Permanent or movable store furnishings that hold and display merchandise.
Display cases
Tables
Counters
Racks
Bins
Stands
Floor and wall shelving units

12. INTERIOR DISPLAYS
If done well, interior displays allow customers to make a selection without the assistance of a sales clerk.
Five types of interior displays:
Closed displays
Open displays
Architectural displays
Point-of-purchase displays
Store decorations

13. ARCHITECTURAL DISPLAYS
Consist of a model room
Allows customers to see how merchandise might look in their homes

14. STORE DECORATIONS
Displays that often coincide with seasons or holidays.
Banners, signs, and props are used to create the appropriate atmosphere.

15. OPEN DISPLAYS
Displays that allow customers to handle and examine the merchandise
without salesperson
Tables, shelves, countertops

16. CLOSED DISPLAYS Allow customers to see, but not handle merchandise
Jewelry, watches, make-up, etc.
Security or breakage main concern

17. POINT-OF-PURCHASE DISPLAYS
Designed to promote impulse purchases
Effective at supporting NEW products

18. KIOSKS Interactive POPs Typically 4 feet high Pedestal-mounted
High-tech screens
Less than 2 sq. ft of storage space

19. Elements of Visual Merchandising