“The Visual Sense is the strongest developed in humans” Marketing I

What is Visual Merchandising? PHYISCAL elements that merchandisers use to project an image to customers Use of sales displays and retail floor plans to stimulate sales Promotes retail space in the best possible way to promote sales

Before Planning Visual Merchandising Approach Know your target market (Young/Old? Income? Lifestyle? Geographics? ) Apply “visual merchandising” to appeal to this market Tap in to Emotion (create the mood that will elicit the emotion) Customers want to feel good when shopping

Components of Visual Merchandising Store Front Store Layout Store Interior Interior Displays

Store Front Encompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance , and landscaping.

Signs (Storefront) Designed primarily to attract attention, advertise a business, and project brand identity. Design should be original Easily recognizable- often conveys “image” Name, letters, log, materials, and colors are used to create the desired store’s image

Marquee (Store Front) Architectural canopy that extends over store entrance Found over most theatre entrances Highly visible Business can exploit the space for advertising

Entrances (Store Front) Designed with customer convenience and store security in mind Smaller stores usually have one entrance; Larger stores usually have multiple entrances

Store Layout How stores use floor space to facilitate and promote sales and serve customers. Typical layout is divided into four distinct spaces:

Store Layout Store planners help determine amount of space needed for each area Space design specific traffic patterns to encourage browsing and impulse shopping

Store Layout Selling space- used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow Storage space- for items kept in inventory or stockrooms

Store Layout Personnel space- allocated for store employees Customer space-comfort and convenience of customer (snacks, rest room, kids area, etc.)

Store Interior Interior fixtures, flooring, wall covering, furniture lighting, colors, interior signage, and graphics

Color, Lighting, Graphics, and Paint Selected based upon target market All are used to create emotion with customer

Who is the Market and How Does Interior Appeal to that Market? Abercrombie Store Interior

Who is the Market and How Does the Interior Appeal to that Market? Neiman Marcus

Who is the Market and How Does the Interior Appeal to that Market? Dick’s Sporting Goods

Who is the Market and How Does the Interior Appeal to that Market? Urban Outfitters

Five Types of Interior Displays Displays and demonstrates use of products Five Types of Interior Displays Closed Displays Open Displays Architectural Displays Point-of-Purchase Display Store Decorations

Closed Display (Interior Display) Closed Displays- allow customers to see product but not handle without assistance Used for security or to protect fragile items

Point-of-Purchase Displays (Interior Display) Promote impulse buying More effective at supporting new products rather than established one

Open Displays (Interior Displays) Allows customer to handle products without help of salesperson

Store Decorations (Interior Displays) Coincide with seasons or holidays. Banners, signs, props

Architectural Displays Model rooms that allow customers to see how merchandise might look in their homes

Class Assignment – 50 Points Work with a partner to create a Visual Merchandising proposal for The Falcons’ Nest. Apply ONE of elements of visual merchandising discussed in class.( OR THREE different types of interior displays) Prepare a PPT presentation that includes: 1) Identify Target Market 2) Develop proposal for ONE visual merchandising change to make to the Falcons’ Nest. 3) Create a prototype (sample) of the change, modification OR NEW visual merchandising display or component 4) Prepare PPT presentation to present to class that summarizes your proposal 5) Rubric provided VisualMerch.Mkt.1.Rubric.docx