VISUAL MERCHANDISING AND DISPLAY

Chapter 18 Section 18.8 Display Features Visual Merchandising and Display Elements of Visual Merchandising

GOAL Attract customers and keep them coming back

Display is only one element of visual merchandising. Display refers to visual and artistic aspects.

Visual merchandising includes the entire business environment. Helps build the overall business or brand image.

INCLUDES A distinct, clear, and consistent image Setting a business apart from its competition Attracting positive attention and loyal customers

IMAGE Design and layout of the store Logo and signage Unique lines of merchandise Store’s Web site Distinct promotional or ad campaign Targeted base of customers

ELEMENTS OF VISUAL MERCHANDISING STOREFRONT STORE LAYOUT STORE INTERIOR INTERIOR DISPLAYS

ELEMENTS OF VISUAL MERCHANDISING STOREFRONT The exterior of a business Includes sign or logo, marquee, outdoor lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting.

ELEMENTS OF VISUAL MERCHANDISING STOREFRONT A. Signs B. Marquee C. Entrances D. Window displays

ELEMENTS OF VISUAL MERCHANDISING STORE LAYOUT A. Selling space B. Storage space C. Personnel space D. Customer space

ELEMENTS OF VISUAL MERCHANDISING STORE INTERIOR—Graphics, signage, color, and sound Important to today’s self-service environment Lighting—draws attention to store areas and specific products Fixtures—strategically placed to maximize sales

ELEMENTS OF VISUAL MERCHANDISING INTERIOR DISPLAYS FIVE TYPES—architectural displays, closed displays, open displays, POPs, store decorations

FIVE TYPES OF INTERIOR DISPLAYS ARCHITECTURAL DISPLAYS Model rooms Shows how merchandise can be arranged in homes Kitchens, living rooms, bedrooms Takes up a great deal of space

FIVE TYPES OF INTERIOR DISPLAYS Closed displays Customers see Handle merchandise with assistance from clerk Valuable items

FIVE TYPES OF INTERIOR DISPLAYS Open Displays Customers are able to handle merchandise. Shelves, counters, and tables Self-service selling environment

FIVE TYPES OF INTERIOR DISPLAYS Point-of-Purchase displays (POPs) Consumer sales promotion devices Bold graphics and signage Hold, display, dispense products Provide information Encourage immediate purchase

FIVE TYPES OF INTERIOR DISPLAYS Point-of-Purchase (POPs) Temporary—Kiosks for Christmas Semi-permanent—Themed promotions Permanent—vending machines, ATMs

FIVE TYPES OF INTERIOR DISPLAYS Store decorations Coincide with seasons or holidays Create atmosphere

Chapter 18 Section 18.2 Display Design and Preparation Help companies attract customers and sell products Limited timeframe Sensitive to individual perceptions, appeal to targeted customers, and support overall business image Sensitive to cultural and ethnic diversity

FIVE STEPS Step 1: Select Merchandise Appropriate for the season, target audience, store’s geographic location

FIVE STEPS Step 2: Select the type of display. One-item display Similar-product display Related-product display Cross-mix of products

FIVE STEPS Step 3: Choose a setting. Depends upon the image the business wants to project. Realistic, semi-realistic, and abstract

FIVE STEPS Step 4: Manipulate the artistic elements. Influence your perception without your knowing it.

FIVE STEPS Step 4: Manipulate the artistic elements. Line Color Shape Direction Texture Proportion Balance Motion Lighting

FIVE STEPS Step 5: Evaluate the completed display. Enhance the store’s image? Appeal to customers? Promote the product? Theme creatively applied? Color and signage appropriate? Pleasing result?

DISPLAY MAINTENANCE Duration—how long should display stay up? Check displays daily for damage or missing items. Clothes should be folded and restocked often. Organize, label, pack, or reshelve stock. Repair, replace, or discard damaged materials.

Assignment Quizlet Vocabulary Practice Pre-test—take a test without looking at your words Written, MC, T/F Choose a display that you like. Using slide number 22, describe the display.