1. BELL RINGER
Choose one of the stores you frequent and write answers to the following questions:
Where is the store located? What does its location say about how exclusive it is or isn’t?
What image does the store sign project?
What does the store’s entrance look like
What is the quality and sophistication of the window displays?
What type of merchandise is displayed in its window?
How is the store laid out?
How are the fixtures, walls and floors treated?
What is the lighting like?
What is the quality of the interior displays?
What types of customer services are available?

2. The Most Important Component in Sales Promotion
VISUAL MERCHANDISING
The Most Important Component in Sales Promotion

3. What is It?
Coordination of all physical elements used to project a positive image

4. IMAGE A unique blend of store characteristics Location Products Prices
Advertising
Public Relations
Personal Selling

5. A store’s image sets it apart from the competition.
Used to create a positive shopping experience that makes customers want to return.

6. Visual Merchandising Elements
Storefront
Store Layout
Store Interior
Interior Design

7. Storefront
Signs
Marquee
Entrances
Window Displays

8. Signs
Letters
Materials
Colors

9. Marquees
Extends over a store’s entrance
Example – Movie Theater

10. Entrances Convenience Security Features Number of Type of
Climate Controlled

11. Window Displays Selling process begins here
Attract with merchandise and atmosphere
Types
Promotional
Institutional

12. Store Layout
The way store floor space is used to promote sales and serve customers.
Selling space
Merchandising space
Personnel space
Customer Space

13. Store Layout Specialists
Decide the best location for different types of merchandise.
Determine which products and services should be located closest to
Doors
Exits
Elevators
Parking Lots
How much selling space to have
Type of interior and window displays
Design traffic patterns to promote extended shopping

14. Interior Displays Displays generate one in four sales
Can enable customers to make selections without personal assistance
Five types
Architectural displays
Store Decorations
Open Displays
Closed Displays
Point-of-Purchase Displays

15. Different sales situations call for different type of displays

16. Visual Merchandising Assignment
Go to Mall
Record Merchandise in the window
Entrance of the building
Store Layout
Classify the overall image of the store and whether the window displays conform to the overall image
Rate on a scale of 1-5 the storefront signs, marquee, entrances, window display, what type of store layout is used, conforming of the store’s interior to the overall effect and what type of interior display was used.
Take a picture or make a sketch of the best display and explain why you rated it the best.