Presentation on theme: "VISUAL MERCHANDISING AND DISPLAY. Chapter 18 Section 18.8 Display Features Visual Merchandising and Display Elements of Visual Merchandising."— Presentation transcript:
VISUAL MERCHANDISING AND DISPLAY
Chapter 18 Section 18.8 Display Features Visual Merchandising and Display Elements of Visual Merchandising
GOAL Attract customers and keep them coming back
Display is only one element of visual merchandising. Display refers to visual and artistic aspects.
Visual merchandising includes the entire business environment. Helps build the overall business or brand image.
INCLUDES A distinct, clear, and consistent image Setting a business apart from its competition Attracting positive attention and loyal customers
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
ELEMENTS OF VISUAL MERCHANDISING STOREFRONT STORE LAYOUT STORE INTERIOR INTERIOR DISPLAYS
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.
ELEMENTS OF VISUAL MERCHANDISING STOREFRONT A. Signs B. Marquee C. Entrances D. Window displays
ELEMENTS OF VISUAL MERCHANDISING STORE LAYOUT A. Selling space B. Storage space C. Personnel space D. Customer space
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
ELEMENTS OF VISUAL MERCHANDISING INTERIOR DISPLAYS FIVE TYPES—architectural displays, closed displays, open displays, POPs, store decorations
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
FIVE TYPES OF INTERIOR DISPLAYS Closed displays – Customers see – Handle merchandise with assistance from clerk – Valuable items
FIVE TYPES OF INTERIOR DISPLAYS Open Displays – Customers are able to handle merchandise. – Shelves, counters, and tables – Self-service selling environment
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
FIVE TYPES OF INTERIOR DISPLAYS Point-of-Purchase (POPs) – Temporary—Kiosks for Christmas – Semi-permanent—Themed promotions – Permanent—vending machines, ATMs
FIVE TYPES OF INTERIOR DISPLAYS Store decorations – Coincide with seasons or holidays – Create atmosphere
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
FIVE STEPS Step 1: Select Merchandise – Appropriate for the season, target audience, store’s geographic location
FIVE STEPS Step 2: Select the type of display. – One-item display – Similar-product display – Related-product display – Cross-mix of products
FIVE STEPS Step 3: Choose a setting. – Depends upon the image the business wants to project. – Realistic, semi-realistic, and abstract
FIVE STEPS Step 4: Manipulate the artistic elements. – Influence your perception without your knowing it.
FIVE STEPS Step 4: Manipulate the artistic elements. – Line – Color – Shape – Direction – Texture – Proportion – Balance – Motion – Lighting
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?
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.
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.