VISUAL MERCHANDISING & DISPLAY Marketing II

LEARNING TARGETS Explain the concept and purpose of visual merchandising Identify the elements of visual merchandising Describe types of display arrangements Explain how artistic elements function in display design List the five steps in creating a display

VISUAL MERCHANDISING What first catches your attention when walking into a store? Merchandise Display elements BOTH Window display is often the first contact the customer has with merchandise.

VM vs. DISPLAY Visual Merchandising Display All of the physical elements that merchandisers use to project an image to customers. Promotes interest in merchandise or services Encourages purchases Reinforces customer satisfaction Display The visual and artistic aspects of presenting a product to a target group of customers

ROLE OF VISUAL MERCHANDISER Responsible for: The total merchandise or service presentation Overall business/brand image Building and placement of design elements Members of the marketing team that promote a business and its products/ services

ELEMENTS OF VISUAL MERCHANDISING Four key elements: Storefront Store layout Store interior Interior displays

STOREFRONT The exterior of a business: Banners Sign or logo Marquee Awnings Windows Exterior design Ambiance Landscaping Projects brand identity and distinguishes from competition.

STOREFRONT continued… Entrance Signs Movie Marquee Window Displays

STORE LAYOUT The ways in which a store uses floor space to promote sales and serve customers. Four distinct spaces: Selling space Storage space Personnel space Customer space La Paloma Gelateria & Cafe

STORE INTERIOR Mannequins Decorations Comfortable seating Innovative props Floor & wall coverings Lighting & color Store fixtures Interior signage

STORE INTERIOR continued… Fixtures Permanent or movable store furnishings that hold and display merchandise. Display cases Tables Counters Racks Bins Stands Floor and wall shelving units

INTERIOR DISPLAYS If done well, interior displays allow customers to make a selection without the assistance of a sales clerk. Five types of interior displays: Closed displays Open displays Architectural displays Point-of-purchase displays Store decorations

ARCHITECTURAL DISPLAYS Consist of a model room Allows customers to see how merchandise might look in their homes

STORE DECORATIONS Displays that often coincide with seasons or holidays. Banners, signs, and props are used to create the appropriate atmosphere.

OPEN DISPLAYS Displays that allow customers to handle and examine the merchandise without salesperson Tables, shelves, countertops

CLOSED DISPLAYS Allow customers to see, but not handle merchandise Jewelry, watches, make-up, etc. Security or breakage main concern

POINT-OF-PURCHASE DISPLAYS Designed to promote impulse purchases Effective at supporting NEW products

KIOSKS Interactive POPs Typically 4 feet high Pedestal-mounted High-tech screens Less than 2 sq. ft of storage space

Elements of Visual Merchandising http://www.specialtyretail.com/visualvictories/2010-visual-victories-award-winners/