1. VISUAL MERCHANDISING & DISPLAY
Chapter 18

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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