1. “The Visual Sense is the strongest developed in humans”
Marketing I

2. What is Visual Merchandising?
PHYISCAL elements that merchandisers use to project an image to customers
Use of sales displays and retail floor plans to stimulate sales
Promotes retail space in the best possible way to promote sales

3. Before Planning Visual Merchandising Approach
Know your target market (Young/Old? Income? Lifestyle? Geographics? )
Apply “visual merchandising” to appeal to this market
Tap in to Emotion (create the mood that will elicit the emotion)
Customers want to feel good when shopping

4. Components of Visual Merchandising
Store Front
Store Layout
Store Interior
Interior Displays

5. Store Front
Encompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance , and landscaping.

6. Signs (Storefront)
Designed primarily to attract attention, advertise a business, and project brand identity.
Design should be original
Easily recognizable- often conveys “image”
Name, letters, log, materials, and colors are used to create the desired store’s image

7. Marquee (Store Front)
Architectural canopy that extends over store entrance
Found over most theatre entrances
Highly visible
Business can exploit the space for advertising

8. Entrances (Store Front)
Designed with customer convenience and store security in mind
Smaller stores usually have one entrance; Larger stores usually have multiple entrances

9. Store Layout
How stores use floor space to facilitate and promote sales and serve customers.
Typical layout is divided into four distinct spaces:

10. Store Layout
Store planners help determine amount of space needed for each area
Space design specific traffic patterns to encourage browsing and impulse shopping

11. Store Layout
Selling space- used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow
Storage space- for items kept in inventory or stockrooms

12. Store Layout Personnel space- allocated for store employees
Customer space-comfort and convenience of customer (snacks, rest room, kids area, etc.)

13. Store Interior
Interior fixtures, flooring, wall covering, furniture lighting, colors, interior signage, and graphics

14. Color, Lighting, Graphics, and Paint
Selected based upon target market
All are used to create emotion with customer

15. Who is the Market and How Does Interior Appeal to that Market?
Abercrombie Store Interior

16. Who is the Market and How Does the Interior Appeal to that Market?
Neiman Marcus

17. Who is the Market and How Does the Interior Appeal to that Market?
Dick’s Sporting Goods

18. Who is the Market and How Does the Interior Appeal to that Market?
Urban Outfitters

19. Five Types of Interior Displays
Displays and demonstrates use of products
Five Types of Interior Displays
Closed Displays
Open Displays
Architectural Displays
Point-of-Purchase Display
Store Decorations

20. Closed Display (Interior Display)
Closed Displays- allow customers to see product but not handle without assistance
Used for security or to protect fragile items

21. Point-of-Purchase Displays (Interior Display)
Promote impulse buying
More effective at supporting new products rather than established one

22. Open Displays (Interior Displays)
Allows customer to handle products without help of salesperson

23. Store Decorations (Interior Displays)
Coincide with seasons or holidays.
Banners, signs, props

24. Architectural Displays
Model rooms that allow customers to see how merchandise might look in their homes

25. Class Assignment – 50 Points
Work with a partner to create a Visual Merchandising proposal for The Falcons’ Nest.
Apply ONE of elements of visual merchandising discussed in class.( OR THREE different types of interior displays)
Prepare a PPT presentation that includes:
1) Identify Target Market
2) Develop proposal for ONE visual merchandising change to make to the Falcons’ Nest.
3) Create a prototype (sample) of the change, modification OR NEW visual merchandising display or component
4) Prepare PPT presentation to present to class that summarizes your proposal
5) Rubric provided VisualMerch.Mkt.1.Rubric.docx