Chapter 18 Section 18.1 Display Features The Concepts of Visual Merchandising and Display

What Is Visual Merchandising? Visual merchandising - the coordination of all physical elements in a place of business that are used to project the right image to it’s’ customers. Visual merchandising - the coordination of all physical elements in a place of business that are used to project the right image to it’s’ customers. “The Right Image” – one that invites interest in the merchandise or services being offered, encourages purchasing and makes the customer feel good about where he or she is doing business. “The Right Image” – one that invites interest in the merchandise or services being offered, encourages purchasing and makes the customer feel good about where he or she is doing business.

What Is Visual Merchandising? Very important in the “Box Store Environment” Products often have to sell themselves Very important in the “Box Store Environment” Products often have to sell themselves Display - refers to the visual and artistic aspects of presenting a product to a target group of customers. Display - refers to the visual and artistic aspects of presenting a product to a target group of customers.

Elements of Visual Merchandising Visual merchandising is used to create a positive shopping experience - makes customers want to return. Visual merchandising is used to create a positive shopping experience - makes customers want to return.

Four Key Elements to create effective Visual Merchandising Storefront – The total exterior of a business Storefront – The total exterior of a business It pojects an image of the store as a discount or expensive or conservative or trendy. It pojects an image of the store as a discount or expensive or conservative or trendy.

Signs The first impression given to a customer – it should make a statement about the business. The first impression given to a customer – it should make a statement about the business.

Marquee An architectural canopy that extends over a stores entrance and is highly visible An architectural canopy that extends over a stores entrance and is highly visible

Entrance Designed with customer convenience in mind (Smaller stores – only have one entrance, Bigger stores – multiple) Designed with customer convenience in mind (Smaller stores – only have one entrance, Bigger stores – multiple)

How can the door influence you image of the store? Electronic door – self service – Climate controlled Electronic door – self service – Climate controlled Push pull fancy wood or steel doors suggest full service Push pull fancy wood or steel doors suggest full service

Window Displays Can begin the sales process Can begin the sales process Designed to attract the customer suggesting both the merchandise sold and the image/atmosphere inside the store Designed to attract the customer suggesting both the merchandise sold and the image/atmosphere inside the store

Window Displays Promotional Display – promote the sale of one product, line of products, or a variety of products Promotional Display – promote the sale of one product, line of products, or a variety of products Emphasize a particular theme, storewide events, or end of season sale Emphasize a particular theme, storewide events, or end of season sale

Window Displays Institutional Displays – promote store image rather than specific products. Institutional Displays – promote store image rather than specific products. Used to build customer good will Used to build customer good will Enhance store image ( community welfare) habitat for humanity – Home Depot or Lowe’s Enhance store image ( community welfare) habitat for humanity – Home Depot or Lowe’s

Store Layout Refers to the way store floor space is used to facilitate and promote sales to best serve the customer. ( 4 types of space) Refers to the way store floor space is used to facilitate and promote sales to best serve the customer. ( 4 types of space)

Store Layout - floor space Selling space – assigned for interior displays, product demonstrations, and sales transactions Selling space – assigned for interior displays, product demonstrations, and sales transactions

Store Layout - floor space Merchandising space – allocated to items that are kept in inventory for selling Merchandising space – allocated to items that are kept in inventory for selling

Store Layout - floor space Personal space – assigned to store employees for lockers, lunch breaks and restrooms Personal space – assigned to store employees for lockers, lunch breaks and restrooms

Store Layout - floor space Customer space – assigned for the comfort and convenience of the customer, including things such as restrooms, food court, dressing rooms etc…. Customer space – assigned for the comfort and convenience of the customer, including things such as restrooms, food court, dressing rooms etc….

Store Interior The visual merchandising approach for the stores interior electing such things as floors, wall coverings, lighting, colors and fixtures. The visual merchandising approach for the stores interior electing such things as floors, wall coverings, lighting, colors and fixtures.

Store Interior Fixtures – permanent or moveable store furnishings, such as display cases, counters, shelving, racks, and benches Fixtures – permanent or moveable store furnishings, such as display cases, counters, shelving, racks, and benches

Store Interior -Interior Displays (Technically part of the store interior) – Significant because they generate one out four sales (Technically part of the store interior) – Significant because they generate one out four sales

Store Interior -Interior Displays Enable customers to make a selection without personnel assistance. Five types of Interior Displays Enable customers to make a selection without personnel assistance. Five types of Interior Displays

Five types of Interior Displays Architectural Displays – model rooms that allow customers to see how merchandise might look in their homes. Kitchens Architectural Displays – model rooms that allow customers to see how merchandise might look in their homes. Kitchens

Five types of Interior Displays Closed displays – allow customers to see but not handle merchandise. Jewelry Closed displays – allow customers to see but not handle merchandise. Jewelry

Five types of Interior Displays Open displays – allow customers to handle and examine merchandise without the help of a sales person. Clothing Open displays – allow customers to handle and examine merchandise without the help of a sales person. Clothing

Five types of Interior Displays Store Decorations –displays that coincide with specific seasons or holidays, or store images. Store Decorations –displays that coincide with specific seasons or holidays, or store images.

Five types of Interior Displays Point-of-Purchase Displays – designed mainly to promote impulse purchases. Candy. Used for promoting new products and most likely provided by the manufacturer. Point-of-Purchase Displays – designed mainly to promote impulse purchases. Candy. Used for promoting new products and most likely provided by the manufacturer.

Section 18.2 Artistic Design

Display Design and Preparation In retail a display has between 3 and 8 seconds to attract customers In retail a display has between 3 and 8 seconds to attract customers A business needs to identify its customers, the desired image, and the kind of merchandise concept that it wants to promote before building displays. A business needs to identify its customers, the desired image, and the kind of merchandise concept that it wants to promote before building displays.

Steps in display design (5 steps) Step 1: Selecting Merchandise for Display Step 1: Selecting Merchandise for Display Must have sales appeal Must have sales appeal New, popular or best selling work best New, popular or best selling work best Visually appealing and current Visually appealing and current Season appropriate Season appropriate Geographically appropriate Geographically appropriate

Step 2: Selecting the display Usually determined by the merchandise: Four types of Displays Usually determined by the merchandise: Four types of Displays

Display Design – Types of displays One item display – used to show a single item or single advertised special, shoes sitting on a shoe box One item display – used to show a single item or single advertised special, shoes sitting on a shoe box

Display Design Line of goods Display – shows one kind of product but features several manufactures – shoes Nike, Addias, NB Line of goods Display – shows one kind of product but features several manufactures – shoes Nike, Addias, NB

Display Design Related-merchandise display – features items that are meant to be used together – suits displayed with shirts, ties, shoes etc… Related-merchandise display – features items that are meant to be used together – suits displayed with shirts, ties, shoes etc…

Display Design Assortment Display – a collection of unrelated items – featuring products all on sale or for the same price, often used in discount stores or clearence racks Assortment Display – a collection of unrelated items – featuring products all on sale or for the same price, often used in discount stores or clearence racks

Step 3: Choosing a setting Determined by the image the store wants to project Determined by the image the store wants to project

Types of settings Realistic Setting – depicts a room, area, or recognizable locale – restaurant, park or party Realistic Setting – depicts a room, area, or recognizable locale – restaurant, park or party

Types of settings Semi realistic Design – Suggests a room or locale but leaves the details to the viewer’s imagination. Mentions a card board sun, sprinkling of sand beach towel – the customer can put those clues to create a beach setting in their mind. Used when either budget or space does not permit a realistic setting Semi realistic Design – Suggests a room or locale but leaves the details to the viewer’s imagination. Mentions a card board sun, sprinkling of sand beach towel – the customer can put those clues to create a beach setting in their mind. Used when either budget or space does not permit a realistic setting

Types of settings Abstract Setting- does not try to imitate reality- Focuses on color and form rather than responding to actual objects. Popular because they are inexpensive and do not require storage space. Abstract Setting- does not try to imitate reality- Focuses on color and form rather than responding to actual objects. Popular because they are inexpensive and do not require storage space.

Step 4: Manipulating Artistic Elements These elements influence the perception of a display through lines and color These elements influence the perception of a display through lines and color

Manipulating Artistic Elements - Line Line – Created to take advantage of how people read from left to right, setting the display visually to follow left to right Line – Created to take advantage of how people read from left to right, setting the display visually to follow left to right

Manipulating Artistic Elements - Line Straight line suggests stiffness and control Straight line suggests stiffness and control Curving lines suggest freedom of movement Curving lines suggest freedom of movement Diagonal lines suggest action Diagonal lines suggest action Vertical lines height and dignity Vertical lines height and dignity Horizontal lines width and confidence Horizontal lines width and confidence

Manipulating Artistic Elements - Color Color – Should contrast with those used on the walls, floors, and fixtures around them. Interior featuring pastels should have displays in stronger and darker colors Color – Should contrast with those used on the walls, floors, and fixtures around them. Interior featuring pastels should have displays in stronger and darker colors

Manipulating Artistic Elements - Color Complementary Colors – are found opposite of each other in the color wheel and create the greatest contrast Complementary Colors – are found opposite of each other in the color wheel and create the greatest contrast

Manipulating Artistic Elements - Color Adjacent Colors – located nest to each other on the color wheel and contrast only slightly, blend well with each other Adjacent Colors – located nest to each other on the color wheel and contrast only slightly, blend well with each other Adjacent Colors create calm or exciting conditions Adjacent Colors create calm or exciting conditions Adjacent Colors should compliment the seasons of the year Adjacent Colors should compliment the seasons of the year

Manipulating Artistic Elements - Color Shape – refers to the physical shape of the display Shape – refers to the physical shape of the display Determined by props, fixtures, and merchandise Determined by props, fixtures, and merchandise Common shapes, squares, cubes, triangles, Common shapes, squares, cubes, triangles, little or no shape would be considered mass displays little or no shape would be considered mass displays

Manipulating Artistic Elements - Color Direction – Should guide the viewers eye over the merchandise, moving smoothly from one part of the display to another Direction – Should guide the viewers eye over the merchandise, moving smoothly from one part of the display to another Should feature a focal point Should feature a focal point

Manipulating Artistic Elements - Color Texture – The way the surfaces of a display look together Texture – The way the surfaces of a display look together Smooth or rough creates contrast for the display Smooth or rough creates contrast for the display

Manipulating Artistic Elements - Color Proportion – refers to the relationship between and among objects in a display Proportion – refers to the relationship between and among objects in a display The merchandise should always be the focal point The merchandise should always be the focal point

Manipulating Artistic Elements - Color Balance Balance Formal Balance – placing large items with large items and small with small Formal Balance – placing large items with large items and small with small

Informal Balance Placing large items with several small ones Placing large items with several small ones

Manipulating Artistic Elements - Color Motion – can be done by using motorized devices- such as animated mannequins Motion – can be done by using motorized devices- such as animated mannequins

Manipulating Artistic Elements - Color Lighting – proper use makes merchandise appear more attractive in displays Lighting – proper use makes merchandise appear more attractive in displays Should be 2-5 times stronger than the stores lighting Should be 2-5 times stronger than the stores lighting Consider the item being displayed Consider the item being displayed China – Elegant China – Elegant Teen clothing - bold Teen clothing - bold

Step 5: Evaluating Completed Displays Does it enhance the stores image? Does it enhance the stores image?

Appeal to the customers? Does it promote the product in the best possible way? Does it promote the product in the best possible way?

Display Maintenance Should be checked daily for damage, displacements, or missing items Should be checked daily for damage, displacements, or missing items

Display Maintenance Clothing may need to be refolded and stacked organized and restocked Clothing may need to be refolded and stacked organized and restocked

Display Maintenance Keeps merchandise Fresh and attractive to customers Keeps merchandise Fresh and attractive to customers Poor maintenance creates a negative image to customers Poor maintenance creates a negative image to customers Needs to be cleaned and dusted daily to prevent this Needs to be cleaned and dusted daily to prevent this