1. Visual Merchandising & Display
Chapter 18

2. Visual Merchandising
Encompasses all the physical elements that merchandisers use to project an image to customers
Promotes Interest
Encourages Purchasing
Reinforces Customer Satisfaction
Display – the visual and artistic aspects of presenting a product to a target group of customers

3. Goal = create a positive shopping experience that will compel customers to return

4. Elements of Visual Merchandising
Storefront
Store Layout
Store Interior
Interior Displays

5. **All used to help create the store’s desired image**
Storefront
Signs
Logo
Marquee
Banners
Awnings
Windows
Exterior Design
Ambiance
Landscaping
Entrances
Window Displays
**All used to help create the store’s desired image**

6. Store Layout
Ways that stores use floor space to facilitate and promote sales and serve customers
4 Distinct Store Spaces:
Selling Space – interior displays, product demo’s, aisles, wall & floor merchandise
Storage Space – items that are kept in inventory or stockrooms
Personal Space – office space, lockers, lunch break rooms, restrooms
Customer Space – seating, lounges, coffee shops, areas for children (convenience areas)

7. Store Interior Color, lighting, graphics, and paint Fixtures
Display Cases
Tables
Counters
Shelving Units
Racks
Bins
Stands

8. Interior Displays
Enable the customer to make a decision without the assistance of a sales clerk
5 Types:
Architectural Displays – model rooms
Store Decorations – usually correspond with seasons or holidays
Open Displays – allow customers to handle and examine merchandise
Closed Displays – allows customers to see but not handle merchandise
Point-of-Purchase Displays – promote impulse purchases

9. 5 Steps of Display Design & Selection
Selecting Merchandise – determines theme, needs to attract customers, must be appropriate for the season
Selecting the Display – one item, or similar/related products
Choosing a Setting – realistic, semi-realistic, or abstract
Manipulating Artistic Elements – lines, colors, shapes, direction of eye movement, lighting, balance, etc.