1. Visual Merchandising
Chapter 18

2. Visual Merchandising
Encompasses all of the physical elements that merchandisers use to project an image to customers
Goals:
Improve service
Educate the customer
Increase productivity levels
Reinforce store image
You may think “Mrs Johnson” I know what VM is… I’ve been to the mall.
But we often don’t realize all of the foresight and planning that goes into creating a favorable customer experience and how this ultimately portrays the company’s image. It directly affects our buying decisions whether we realize it or not.

3. Visual Merchandisers Are responsible for:
the total merchandise or service presentation
the overall business/brand image
and the building and placement of design elements
Are active members of the marketing team
Visual Merchandisers

4. Elements of Visual Merchandising
Storefront
Store Layout
Store Interior
Interior Displays

5. Storefront Sign Logo Marquee Exterior design Ambiance Landscaping
Design of the sign should be original and easily recognizable. The name letters, materials and colors that are used help create the store’s image. And upscale department store might use an elegant script while a toy store would use bright primary colors to reinforce a youthful and playful image.
A Marquee is an architectural canopy over the store entrance. Example would be movie theatres listing show times.
Entrances are usually designed with customer convenience and store security in mind
Window displays- initiate the selling process, create excitement and attract prospects.
Storefront

6. Store Layout Selling space Storage space Personnel space
Customer space
Selling space is used for displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow.
Storage space is used for items kept in inventory or stockrooms (what is inventory again?)
Personnel space is allocated for employees, office space, lockers, lunch breaks, and restrooms.
Customer space is designed for the comfort and convenience of the customer : in store restaurants, seating, lounges, and recreation areas for children.
Store Layout

7. Store Interior Color Lighting Sound Graphics Fixtures
Origins Cosmetics
Once the general placement of store merchandise has been decided, store personnel can develop the visual merchandising approach for the interior.
Mannequins, decorations, comfortable seating, and innovative props all create a memorable shopping experience.
Floor and wall colorings, lighting, colors, signs, and graphics greatly impact the customer’s experience and their image of the store.
Store Interior

8. Apple is about imagination, design, and innovation.
More store interiors

9. Clear brand image on each checkout counter
Clear brand image on each checkout counter... And notice the height of the brand? At child height
Lighting includes: bright colors

10. What store is this?
What makes it so easy to identify? Sex appeal… Image “you’ll be more attractive if you wear our clothes” targeting teens
Notices how strategic the lighting is. May mirror a club?

15. Types of Interior Displays
One-item display
Similar-item display
Related-product display
Assortment or cross-mix display

16. Architectural Display

17. Open Display

18. Closed Display

19. Point of Purchase Displays

20. Store Decorations Could be seasonal
VonZipper or Electric Goggles fish bowl – shop actually got fish.
Store Decorations

21. Window Displays Provide a brief introduction about the merchandise
Strengthen traffic and sales
Attract interest

22. Design & Display Tips Use complementary colors to create contrast
Lines within displays direct viewer’s attention
Effective displays have a FOCAL POINT
Motion should accentuate merchandise not overpower it

23. Lighting can help merchandise look more attractive
Display lighting should be 2 to 5 times stronger than store’s general lighting
Colored lighting can create dramatic effects

24. One-item display
Similar-item display
Related-product display
Assortment or cross-mix display

27. Artistic Design
Choose two complementary colors, two adjacent colors, and three triadic colors.

29. Fill in the Blanks for Each Artistic Element

30. Visual Merchandising Element Features