Visual Merchandising & Display Chapter 18

Visual Merchandising Encompasses all the physical elements that merchandisers use to project an image to customers Promotes Interest Encourages Purchasing Reinforces Customer Satisfaction Display – the visual and artistic aspects of presenting a product to a target group of customers

Goal = create a positive shopping experience that will compel customers to return

Elements of Visual Merchandising Storefront Store Layout Store Interior Interior Displays

**All used to help create the store’s desired image** Storefront Signs Logo Marquee Banners Awnings Windows Exterior Design Ambiance Landscaping Entrances Window Displays **All used to help create the store’s desired image**

Store Layout Ways that stores use floor space to facilitate and promote sales and serve customers 4 Distinct Store Spaces: Selling Space – interior displays, product demo’s, aisles, wall & floor merchandise Storage Space – items that are kept in inventory or stockrooms Personal Space – office space, lockers, lunch break rooms, restrooms Customer Space – seating, lounges, coffee shops, areas for children (convenience areas)

Store Interior Color, lighting, graphics, and paint Fixtures Display Cases Tables Counters Shelving Units Racks Bins Stands

Interior Displays Enable the customer to make a decision without the assistance of a sales clerk 5 Types: Architectural Displays – model rooms Store Decorations – usually correspond with seasons or holidays Open Displays – allow customers to handle and examine merchandise Closed Displays – allows customers to see but not handle merchandise Point-of-Purchase Displays – promote impulse purchases

5 Steps of Display Design & Selection Selecting Merchandise – determines theme, needs to attract customers, must be appropriate for the season Selecting the Display – one item, or similar/related products Choosing a Setting – realistic, semi-realistic, or abstract Manipulating Artistic Elements – lines, colors, shapes, direction of eye movement, lighting, balance, etc.