10 Table of Contents Display features What is Visual Merchandising? Elements of Visual MerchandisingStorefrontStore LayoutStore InteriorInterior Displays
11 Table of Contents Continued… Artistic DesignDisplay and Design PreparationSelecting MerchandiseSelecting DisplayChoosing a settingManipulating Artistic ElementsEvaluating displaysDisplay Maintenance
12 What is Visual Merchandising? DefinitionThe 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 purchasingMakes the customer feel good about where he or she is doing businessCreates a vision of the organizationDraws in the customer
14 A Successful Business… Creates the following..DistinctClearConsistent imageALL FOR THEIR CUSTOMERS!!A good image sets a business apart from the competition.
15 Image is…. A blend of the following Store characteristics Location ProductsPricesAdvertisingPublic relationsPersonal selling
16 highlight what sets the Image shouldhighlight what sets thethe business apart fromfrom the competition!
17 Visual Merchandise Where is it used?? Manufacturers’ showrooms WeathershieldTrade ShowsSHOT Show, Las VegasConventionsATA, Indianapolis
18 Visual Merchandise continued… Involves the visual and artistic aspects of the entire business environmentVisual 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”WalmartLittle personal sellingProducts 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 experienceMake 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 signMarqueeOutdoor lightingBannersPlantersAwningsWindowsThe 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 recognizableLetters, building materials, colors are used to help create the stores imageDesigned to attract attention
26 Marquee Architectural canopy More prominence Extends over a store’s entranceMore prominenceThink…Bloomingdales, Saks, movie theaters..
27 Entrances Customer convenience Store security How many entrances? Types of entrancesRevolvingPush-pullElectronicClimate controlled
28 Window Displays Display windows Attract attention Two different kinds Begin the selling process before the customer walks in the store!Attract attentionSuggesting type of merchandise and atmosphere of the storeTwo different kindsPromotional displayInstitutional display
29 Promotional DisplaysPromote the sale of one product, a line of related products, or a variety of productsHow do they do that!?Emphasize a themePromote storewide events
30 Institutional Displays Promote the store (instead of the product)ImageFocus on public causes, worthy ideas, or community organizationsShow the business is interested in the community
31 Store LayoutThe way store floor space is used to facilitate and promote salesBest serve the customerFour different kinds of spaceSelling spaceMerchandising spacePersonnel spaceCustomer space
32 Store InteriorAfter general placement of merchandise is established, visual merchandising is decided.Selection of floor and wall coverings, lighting, colors, store fixturesEX: Supermarkets vs. Specialty stores
33 Store Interior continued… ColorsBright colors vs. pastelsFixturesWhat kind??Permanent or movableWhat about walls??What image do you want to project?Walmart vs. Specialty shop
34 Store Interior continued… Store aislesWidth…different widths create different imagesMerchandiseSize, variety, and quality of the merchandiseBrand names vs. Generic
35 Interior Displays Displays generate ONE out of every FOUR sales!! If done well…customers make a selection without assistance!Five typesClosed displaysOpen displaysArchitectural displaysPoint-of-purchase displaysStore decorations
36 Interior Displays continued… Architectural displaysModel roomsStore decorationsSeasonal or holiday displaysOpen displaysAllow customers to handle the merchandiseClosed displaysSee but don’t touch!Point-of-Purchase displaysImpulse buying!
37 Interior Displays continued… ID’s use fixtures and props to showcase merchandiseCreate a clean and organized visual displayGroup merchandise by typeMost stores are a combination of all display typesDisplays compliment each other, and create a positive buying experience.
38 Interior Props Two different kinds Functional Props Decorative Background scenery used to indicate a seasonCreate an interesting settingFunctional PropsItems for holding merchandiseEX: 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 displaySelecting the displayChoosing a settingManipulating Artistic ElementsEvaluating completed displays