1. VISUAL MERCHANDISING AND DISPLAY

2. Chapter 18 Section 18.8 Display Features
Visual Merchandising and Display
Elements of Visual Merchandising

3. GOAL
Attract customers and keep them coming back

4. Display is only one element of visual merchandising.
Display refers to visual and artistic aspects.

5. Visual merchandising includes the entire business environment.
Helps build the overall business or brand image.

6. INCLUDES A distinct, clear, and consistent image
Setting a business apart from its competition
Attracting positive attention and loyal customers

7. IMAGE Design and layout of the store Logo and signage
Unique lines of merchandise
Store’s Web site
Distinct promotional or ad campaign
Targeted base of customers

8. ELEMENTS OF VISUAL MERCHANDISING
STOREFRONT
STORE LAYOUT
STORE INTERIOR
INTERIOR DISPLAYS

9. ELEMENTS OF VISUAL MERCHANDISING
STOREFRONT
The exterior of a business
Includes sign or logo, marquee, outdoor lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting.

10. ELEMENTS OF VISUAL MERCHANDISING
STOREFRONT
A. Signs
B. Marquee
C. Entrances
D. Window displays

11. ELEMENTS OF VISUAL MERCHANDISING
STORE LAYOUT
A. Selling space
B. Storage space
C. Personnel space
D. Customer space

12. ELEMENTS OF VISUAL MERCHANDISING
STORE INTERIOR—Graphics, signage, color, and sound
Important to today’s self-service environment
Lighting—draws attention to store areas and specific products
Fixtures—strategically placed to maximize sales

13. ELEMENTS OF VISUAL MERCHANDISING
INTERIOR DISPLAYS
FIVE TYPES—architectural displays, closed displays, open displays, POPs, store decorations

14. FIVE TYPES OF INTERIOR DISPLAYS
ARCHITECTURAL DISPLAYS
Model rooms
Shows how merchandise can be arranged in homes
Kitchens, living rooms, bedrooms
Takes up a great deal of space

15. FIVE TYPES OF INTERIOR DISPLAYS
Closed displays
Customers see
Handle merchandise with assistance from clerk
Valuable items

16. FIVE TYPES OF INTERIOR DISPLAYS
Open Displays
Customers are able to handle merchandise.
Shelves, counters, and tables
Self-service selling environment

17. FIVE TYPES OF INTERIOR DISPLAYS
Point-of-Purchase displays (POPs)
Consumer sales promotion devices
Bold graphics and signage
Hold, display, dispense products
Provide information
Encourage immediate purchase

18. FIVE TYPES OF INTERIOR DISPLAYS
Point-of-Purchase (POPs)
Temporary—Kiosks for Christmas
Semi-permanent—Themed promotions
Permanent—vending machines, ATMs

19. FIVE TYPES OF INTERIOR DISPLAYS
Store decorations
Coincide with seasons or holidays
Create atmosphere

20. Chapter 18 Section 18.2 Display Design and Preparation
Help companies attract customers and sell products
Limited timeframe
Sensitive to individual perceptions, appeal to targeted customers, and support overall business image
Sensitive to cultural and ethnic diversity

21. FIVE STEPS Step 1: Select Merchandise
Appropriate for the season, target audience, store’s geographic location

22. FIVE STEPS Step 2: Select the type of display. One-item display
Similar-product display
Related-product display
Cross-mix of products

23. FIVE STEPS Step 3: Choose a setting.
Depends upon the image the business wants to project.
Realistic, semi-realistic, and abstract

24. FIVE STEPS Step 4: Manipulate the artistic elements.
Influence your perception without your knowing it.

25. FIVE STEPS Step 4: Manipulate the artistic elements. Line Color Shape
Direction
Texture
Proportion
Balance
Motion
Lighting

26. FIVE STEPS Step 5: Evaluate the completed display.
Enhance the store’s image?
Appeal to customers?
Promote the product?
Theme creatively applied?
Color and signage
appropriate?
Pleasing result?

27. DISPLAY MAINTENANCE Duration—how long should display stay up?
Check displays daily for damage or missing items.
Clothes should be folded and restocked often.
Organize, label, pack, or reshelve stock.
Repair, replace, or discard damaged materials.

29. Assignment Quizlet Vocabulary Practice
Pre-test—take a test without looking at your words
Written, MC, T/F
Choose a display that you like.
Using slide number 22, describe the display.