1 Chapter 7 Visual Merchandising & Displays Faiza Nasir

2  Retail Image?  Significance of Retail Image  Positioning and Retail Image Retail Image

3 The Elements of a Retail Image

4 In 3 Seconds…   A shopper should be able to determine a store’s – –Name – –Line of trade – –Claim to fame – –Price position – –Personality

5 Atmosphere  The psychological feeling a customer gets when visiting a retailer –Store retailer: atmosphere refers to store’s physical characteristics that project an image and draw customers –Nonstore retailer: atmosphere refers to the physical characteristics of catalogs, vending machines, Web sites, etc.

6 Visual Merchandising Proactive, integrated atmospherics approach to create a certain look, properly display products, stimulate shopping behavior, and enhance physical behavior

7 What VM does?  Enhances the Shopping experience  Is a Communication Tool  Supplements creation of right environment  Helps customer make buying decisions

8 The Elements of Atmosphere

9 Exterior Planning  Storefront (structural )  Storefront (structural alternatives)  Signage  Marquee  Store entrances  Display windows  Exterior building height  Surrounding stores and area  Parking facilities

10 Store Entrances  How many entrances are needed?  What type of entrance is best?  How should the walkway be designed?  Does it create shoppers’ interest?

11 General Interior   Flooring   Colors   Lighting   Scents   Sounds   Store fixtures   Wall textures   Temperature   Aisle space   Dressing facilities   In-store transportation (elevator, escalator, stairs)   Dead areas   Personnel   Merchandise   Price levels   Displays   Technology   Store cleanliness

12 Allocation of Floor Space  Selling space  Merchandise space  Personnel space  Customer space  Management floor

13 Interior (Point-of-Purchase) Displays - Basis  Assortment display  Theme-setting display  Ensemble display  Rack / Case display  Cut case / Dump bin

14 Shop Displays  Window displays (Exclusive windows, Open windows)  Live Displays (Dummy / Model display)  Marquee Displays  Freestanding / Island Displays (Gondola setting)  Counter displays  Brand Corners  End Cap Displays  Cascade / Waterfall Displays

15 Online Store Considerations Advantages   Unlimited space to present product assortments, displays, and information   Can be customized to the individual customer   Can be modified frequently   Can promote cross- merchandising and impulse purchasing   Enables a shopper to enter and exit an online store in a matter of minutes Disadvantages   Can be slow for dialup shoppers   Can be too complex   Cannot display three- dimensional aspects of products well   Requires constant updating   More likely to be exited without purchase

16 Figure Making the Shopping Experience More Pleasant

17 The Shopping Cart’s Role in an Enhanced Shopping Experience