BELL RINGER Where is the store located? What does its location say about how exclusive it is or isn’t? What image does the store sign project? What does the store’s entrance look like What is the quality and sophistication of the window displays? What type of merchandise is displayed in its window? How is the store laid out? How are the fixtures, walls and floors treated? What is the lighting like? What is the quality of the interior displays? What types of customer services are available? Choose one of the stores you frequent and write answers to the following questions:

VISUAL MERCHANDISING The Most Important Component in Sales Promotion

What is It? Coordination of all physical elements used to project a positive image

IMAGE A unique blend of store characteristics Location Products Prices Advertising Public Relations Personal Selling

A store’s image sets it apart from the competition. Used to create a positive shopping experience that makes customers want to return.

Visual Merchandising Elements Storefront Store Layout Store Interior Interior Design

Storefront Signs Marquee Entrances Window Displays

Signs Letters Materials Colors

Marquees Extends over a store’s entrance Example – Movie Theater

Entrances Convenience Security Features Number of Type of Climate Controlled

Window Displays Selling process begins here Attract with merchandise and atmosphere Types – Promotional – Institutional

Store Layout The way store floor space is used to promote sales and serve customers. Selling space Merchandising space Personnel space Customer Space

Store Layout Specialists Decide the best location for different types of merchandise. Determine which products and services should be located closest to – Doors – Exits – Elevators – Parking Lots How much selling space to have Type of interior and window displays Design traffic patterns to promote extended shopping

Interior Displays Displays generate one in four sales Can enable customers to make selections without personal assistance Five types – Architectural displays – Store Decorations – Open Displays – Closed Displays – Point-of-Purchase Displays

Different sales situations call for different type of displays

Visual Merchandising Assignment Go to Mall – Record Merchandise in the window – Entrance of the building – Store Layout – Classify the overall image of the store and whether the window displays conform to the overall image – Rate on a scale of 1-5 the storefront signs, marquee, entrances, window display, what type of store layout is used, conforming of the store’s interior to the overall effect and what type of interior display was used. – Take a picture or make a sketch of the best display and explain why you rated it the best.