1. Chapter 18 Visual Merchandising
Marketing 1B
Spring Semester 2006
LaValley

2. A Vegas Show...
Nelson Sports, LLC 2005

10. Table of Contents Display features What is Visual Merchandising?
Elements of Visual Merchandising
Storefront
Store Layout
Store Interior
Interior Displays

11. Table of Contents Continued…
Artistic Design
Display and Design Preparation
Selecting Merchandise
Selecting Display
Choosing a setting
Manipulating Artistic Elements
Evaluating displays
Display Maintenance

12. What is Visual Merchandising?
Definition
The coordination of all types of physical elements in a place of business that are used to project the right image to its customers

13. The Right Image Invites interest in the merchandise …come hither….
Encourages purchasing
Makes the customer feel good about where he or she is doing business
Creates a vision of the organization
Draws in the customer

14. A Successful Business…
Creates the following..
Distinct
Clear
Consistent image
ALL FOR THEIR CUSTOMERS!!
A good image sets a business apart from the competition.

15. Image is…. A blend of the following Store characteristics Location
Products
Prices
Advertising
Public relations
Personal selling

16. highlight what sets the
Image should
highlight what sets the
the business apart from
from the competition!

17. Visual Merchandise Where is it used?? Manufacturers’ showrooms
Weathershield
Trade Shows
SHOT Show, Las Vegas
Conventions
ATA, Indianapolis

18. Visual Merchandise continued…
Involves the visual and artistic aspects of the entire business environment
Visual Merchandising and displays are NOT the same thing!!
Display is the visual and artistic aspects of presenting a product to a TARGET group of customers.

19. Increase in VM…why??
Growth of “self-service”, “superstores”, and “box stores”
Walmart
Little personal selling
Products MUST sell themselves!

20. Example… Box Stores Develop GIANT signs Graphics Banners
Usually to a DESIGNATED part of the store.

21. Elements of Visual Merchandising
Create a positive shopping experience
Make your customers want to return!

22. Key Store Elements Store front Store layout Store interior
Interior display

23. Store Front The total exterior of a business Store fronts include…
Store’s sign
Marquee
Outdoor lighting
Banners
Planters
Awnings
Windows
The building itself!

24. How important is the store front??
VERY IMPORTANT!!!
This projects the image of the store

25. Signs First impressions Make a statement! Original
Easily recognizable
Letters, building materials, colors are used to help create the stores image
Designed to attract attention

26. Marquee Architectural canopy More prominence
Extends over a store’s entrance
More prominence
Think…Bloomingdales, Saks, movie theaters..

27. Entrances Customer convenience Store security How many entrances?
Types of entrances
Revolving
Push-pull
Electronic
Climate controlled

28. Window Displays Display windows Attract attention Two different kinds
Begin the selling process before the customer walks in the store!
Attract attention
Suggesting type of merchandise and atmosphere of the store
Two different kinds
Promotional display
Institutional display

29. Promotional Displays
Promote the sale of one product, a line of related products, or a variety of products
How do they do that!?
Emphasize a theme
Promote storewide events

30. Institutional Displays
Promote the store (instead of the product)
Image
Focus on public causes, worthy ideas, or community organizations
Show the business is interested in the community

31. Store Layout
The way store floor space is used to facilitate and promote sales
Best serve the customer
Four different kinds of space
Selling space
Merchandising space
Personnel space
Customer space

32. Store Interior
After general placement of merchandise is established, visual merchandising is decided.
Selection of floor and wall coverings, lighting, colors, store fixtures
EX: Supermarkets vs. Specialty stores

33. Store Interior continued…
Colors
Bright colors vs. pastels
Fixtures
What kind??
Permanent or movable
What about walls??
What image do you want to project?
Walmart vs. Specialty shop

34. Store Interior continued…
Store aisles
Width…different widths create different images
Merchandise
Size, variety, and quality of the merchandise
Brand names vs. Generic

35. Interior Displays Displays generate ONE out of every FOUR sales!!
If done well…customers make a selection without assistance!
Five types
Closed displays
Open displays
Architectural displays
Point-of-purchase displays
Store decorations

36. Interior Displays continued…
Architectural displays
Model rooms
Store decorations
Seasonal or holiday displays
Open displays
Allow customers to handle the merchandise
Closed displays
See but don’t touch!
Point-of-Purchase displays
Impulse buying!

37. Interior Displays continued…
ID’s use fixtures and props to showcase merchandise
Create a clean and organized visual display
Group merchandise by type
Most stores are a combination of all display types
Displays compliment each other, and create a positive buying experience.

38. Interior Props Two different kinds Functional Props Decorative
Background scenery used to indicate a season
Create an interesting setting
Functional Props
Items for holding merchandise
EX: Mannequins and shirt forms.

39. Artistic Design Display Design and Preparation
FACT: Displays have three to eight SECONDS to attract a customer’s attention, create a desire, and sell a product.

40. Display and Design Preparation
Involves the following five steps:
Selecting Merchandise for display
Selecting the display
Choosing a setting
Manipulating Artistic Elements
Evaluating completed displays