Chapter 18 Visual Merchandising and Display Section 18.1 Display Features Section 18.2 Artistic Design Section 18.1 Display Features Section 18.2 Artistic Design

Display Features Objectives Explain the concept and purpose of visual merchandising Identify the elements of visual merchandising Describe types of display arrangements Marketing Essentials Chapter 18, Section 18.1

Visual Merchandising and Display Merchandising  is any practice which contributes to the sale of products to a retail consumer At a retail in-store level, merchandising refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase Marketing Essentials Chapter 18, Section 18.1

Visual Merchandising and Display Visual merchandising  all of the physical elements that merchandisers use to attract customer’s attention to maximize sales Purpose of Visual Merchandising: Tells the customer what you are selling Promotes interest in merchandise or services Encourages purchasing Marketing Essentials Chapter 18, Section 18.1

Visual Merchandising Versus Display Display  refers to the visual and artistic aspects of presenting a product to a target group of customers Visual merchandising, by contrast, encompasses the visual and artistic aspects of the entire business environment Marketing Essentials Chapter 18, Section 18.1

The Role of the Visual Merchandiser Goal of Visual Merchandising: creating a positive shopping experience for consumers Visual merchandisers are responsible for: Total merchandise or service presentation The overall business/brand image Building and placement of design elements Marketing Essentials Chapter 18, Section 18.1

Elements of Visual Merchandising Four key elements that create a positive shopping experience: 1.Storefront 2.Store layout 3.Store interior 4.Store displays

1. Storefront storefront  exterior of a business Store Front Elements: Sign or logo Marquee, outdoor lighting, and banners Planters, awnings and windows Exterior design and landscaping

1. Storefront Signs: attract attention, advertise and should be original and easily recognizable Marquee: architectural canopy that extends over a store’s entrance and is often identifiable by a surrounding cache of light bulbs, usually yellow or white, that flash intermittently

1. Storefront Entrances are usually designed with customer convenience and store security in mind Window displays: initiate the selling process by creating excitement and attracting prospects Marketing Essentials Chapter 18, Section 18.1

2. Store Layout Store layout  ways a store uses floor space to facilitate and promote sales and serve customers. Marketing Essentials Chapter 18, Section 18.1

2. Store Layout Four distinct spaces to store layout: 1.Selling – used for displays, wall and floor, product demonstrations, sales transactions and traffic flow 2.Storage spaces – items in inventory or stockrooms 3.Personnel space – office space, lockers, break rooms, restrooms for employee use 4.Customer space – designed for comfort/convenience of customer. Includes food/coffee shops,in-store seating, lounges and children areas. Marketing Essentials Chapter 18, Section 18.1

3. Store Interior Store Interior: the visual aspects of the inside of your store that make a good selling atmosphere Visual merchandising tools that create an inviting store interior: Mannequins and innovative props Seating Floor and wall covering selections Lighting and colors Store fixtures, interior signage, and graphics

3. Store Interior Colors appeal to different types of customers Bright colors and lighting appeal to teens Pastels and soft lighting appeals to adults Interior graphics and signs are used to promote items or give store directions Walls are covered to reinforce store image or used to display merchandise above eye line Marketing Essentials Chapter 18, Section 18.1

3. Store Interior

fixtures . Fixtures are permanent or movable store furnishings that hold and display merchandise The basic types of fixtures include: Display cases, tables, and counters Shelving units, racks, and bins Marketing Essentials Chapter 18, Section 18.1

4. Interior Displays interior displays: display stands/areas used to showcase your products. If interior displays are done well, they enable customers to make a selection without the assistance of a sales clerk Marketing Essentials Chapter 18, Section 18.1

4. Interior Displays Five types of interior displays are: Closed displays Open displays Architectural displays Point-of-purchase displays Decorations Marketing Essentials Chapter 18, Section 18.1

Closed Displays: customer can see but can’t handle the merchandise (jewelry cases) Open Displays: can handle and examine merchandise (tables, shelves and countertops) Architectural Displays: model rooms show how it would look in a room (kitchen model at Menards)

Point-of-purchase displays (POPs)  are consumer sales promotion devices with bold graphics and signage that hold, display, or dispense specific products They promote impulse purchases Examples include: Displays designed for a specific product Vending machines Racks at a checkout stand (candy racks)

Store Decorations: displays that coincide with seasons or holidays. Banners, signs, props used to create atmosphere

Interior Displays Kiosks  are interactive point-of-purchase (displays items and has a till or POS for purchase) or retail stands, that take up only a few square feet of floor space – can be inside or outside a store. Ex: jewelry stands, sunglass stands in the middle of the mall They are popular because of: Immediate product availability Offer Unique products Less expensive then store space

Marketing and the Marketing Concept Graphic Organizer Use a chart like this one to take notes on the basics of merchandising and display. Marketing Essentials Chapter 18, Section 18.1