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PRINCIPLES OF BUSINESS, MARKETING AND FINANCE LESSON 5.3 ADVERTISING AND VISUAL MERCHANDISING
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Key Vocabulary Terms Visual Merchandising Display Storefront Marquee Store Layout Fixtures Point of Purchase Kiosk Copyright © Texas Education Agency, All rights reserved. 3
What Do They Mean? Visual Merchandising- Encompasses all of the physical elements that merchandisers use to project an image to customers. Storefront-This includes the store’s name, logo, banners, windows, and the exterior design. Marquee-An architectural canopy that extends over a store’s entrance. Store Layout- Refers to the way a store uses floor space to promote sales and serve customers. Copyright © Texas Education Agency, All rights reserved. 4
Fixtures -Permanent or movable store furnishings that hold and display merchandise. P.O.P. - Point of Purchase -A consumer sales promotion device with bold graphics and signage that hold, display, or dispense products. Kiosk -Large displays that are typically 4 feet high, have immediate product availability, and are seen free standing in malls as well as within a store. Copyright © Texas Education Agency, All rights reserved. 5
Visual Merchandising Success! One major goal of a retailer is to create a positive shopping experience that will compel customers to return. If interior displays are done exceptionally well, they enable customers to make a selections without the assistance of a sale clerk. Merchandisers consider four elements key to achieving this goal. Copyright © Texas Education Agency, All rights reserved. 6
The Four Key Elements: The Storefront A marquee, banners, awnings, windows and even landscaping all determine if a customer will even ENTER the store! The storefront must provide: The store name and logo Bright and colorful graphics A convenient location A large, well-lit parking lot to attract customers and provide safety Copyright © Texas Education Agency, All rights reserved. 7
The Store Layout Selling space- is used for interior displays, wall and floor merchandise, product demonstrations, and sales transactions. Storage space- is for items that are kept in inventory or stockrooms. Personnel space- is allocated to store employees for office space, lockers, lunch breaks, and restrooms. Customer space- is designed for the comfort and convenience of the customer and may include in-store restaurants, seating, lounges or recreation space for children. Copyright © Texas Education Agency, All rights reserved. 8
The Store Interior Mannequins, comfortable seating, and innovative props are all valuable tools for creating a memorable store interior. Other aspects that make a fabulous store interior are: The selection of floor and wall coverings Lighting Bright colors Interior signage Bold graphics Copyright © Texas Education Agency, All rights reserved. 9
Interior Displays There are five types of interior displays: Closed displays- Allows customers to see but not handle merchandise Open displays- Allows customers to handle and examine merchandise Architectural displays- Allows customers to see what the merchandise may look like in their home Point of Purchase Displays- Designed to promote impulse purchases Store Decorations- Displays that often coincide with seasons or holidays Copyright © Texas Education Agency, All rights reserved. 10
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