How can Visual Merchandising & Display impact consumers decision to buy?

Visual Merchandising n Refers to the coordination of all physical elements in a place of business so that it projects the right image to its customers n The “right” image is one that invites interest in the merchandise, encourages purchase, and makes the customer feel good about where he/she is doing business

Visual Merchandising n Not the same as display, display is the visual and artistic aspects of presenting a product to a target group of customers n Increased in importance due to increase in self-service retailing n Products must now sell themselves instead of relying on personal selling

Elements of Visual Merchandising n Four key elements: –storefront –store layout –store interior –interior display n All four are manipulated to make the store attractive to the customer

Storefront n Total exterior of a business (entrance, display windows, sign, etc) n Marquee is the sign used to display a store’s name n Entrances are designed with customer convenience and store security in mind –revolving, push-pull, electronic, climate controlled n Window displays begin the selling process before the customer enters the store n apple-store.html apple-store.html apple-store.html

Store Layout n The way floor space is allocated to facilitate sales and serve the customer n Four different kinds of space: –selling space-assigned for interior displays, sales demonstrations, & sales transactions –merchandise space-inventory –personnel space-assigned to store employees for lockers, lunch breaks, & restrooms –customer space-assigned for the comfort & convenience of the customer. (dressing rooms)

Store Interior n Includes elements such as floor and wall coverings, lighting, colors, and store fixtures (store furnishings) n Aisle space-wide, uncluttered aisles create a positive image. Customers shop longer and are more relaxed when not pressed by crowds or long lines

Interior Displays n These displays generate one out of every four sales n Five types: –Open-allow customers to handle merchandise –closed-allow customers to see but not touch –Point-of-purchase-promote impulse purchases, more effective at supporting new products but not established ones –Architectural-model rooms –Store decorations-specific seasons or holidays

Interior Displays n Props can be decorative or functional –decorative- background scenery –functional- mannequin

Design & Preparation n 3-8 seconds to attract attention n Five step process to building and designing displays

1. Selecting Merchandise n Usually new, popular or best selling items used n Visually appealing and have the ability to attract customers

2. Selecting the Display n One-item display- single product promotion or advertised special n Line-of-Goods display-one kind of product but several brands, sizes or models n Related Merchandise display-items that are meant to be used together, try to entice customer to buy more than one item n Variety (assortment) display- collection of unrelated items, usually emphasize price

3. Choosing a setting type n Realistic setting-depicts a room, area or recognizable locale n Semirealistic setting- suggests a room or locale but leaves the details to the viewer’s imagination n Abstract setting-does not imitate reality, focuses on form or color than reproducing actual objects

4. Manipulating Artistic Elements n Line-create lines that travel from left to right n Color-should contrast with surrounding walls –warm colors-excitement, cool colors-calm –Complementary-opposite each other on color wheel –Adjacent-next to each other on color wheel n Shape-outline of display, not limited to shape of merchandise, mass display-little or no distinct shape n Direction-smooth visual flow, create a focal point

Manipulating Artistic Elements n Texture-contrast between surfaces to create visual interest n Proportion-Relationship b/t items in a display n Balance-formal(large with large or small with small) or informal(one large with several small) n Motion-motorized props, use sparingly n Lighting-match image, shouldn’t cast shadows over merchandise

5. Evaluation n Emphasize store image? n Appeal to store’s customers? n Attention grabbing? n Emphasize timeliness? n Use a creative, appropriate theme? n Use color effectively? n Proper design principles followed? n Artistically pleasing? n Easy to read? Clean and orderly?