2 Objectives: Explain the importance of visual merchandising Describe the two main areas of store layoutSummarize the aspects of merchandise presentationDescribe the components of in-store displaysList the advantages, disadvantages, and types of window displays
3 The Importance of Visual Merchandising Visual merchandising is the physical display of products in the most attractive and appealing waysPurposes are to sell products and promote store imageShould always try to be different, new, and creative
4 The Importance of Visual Merchandising Provides informationGains attention3 dimensional & realThe extra $ spent on visual merchandising is usually quickly returned in additional sales.
5 Store Layout interior arrangement of retail facilities Selling areas(75%-80%)Where merchandise is displayed and customers interact with salespeopleaisles, counters, fitting rooms, merchandise fixtures, displaysSales support areasCustomer services and all other operationsrestrooms, cashiers, gift wrappingSelling areas have.Sales support areas –Floor Plan – drawn to show selling floor vs sales support areas
6 Store Layout Grid layout See handout One or more main aisles with secondary aisles intersectingEfficient use of space, good sight, security, uninteresting atmosphereMaze layoutFree-flowing, unbalanced placement of fixtures; allows shoppers to weave through displayed merchandiseInteresting but selling space is lostSee handout
7 Merchandise Presentation The ways goods are hung, placed on shelves, or otherwise made available to customersShoulder-outOnly one side showsFace-forwardHanging garment so full front faces viewer
8 Types of Fixtures Most common types of fixtures Showcase Bins C-rack or half-circleFour-way, quad, or four-armRounderShowcaseT-stand, two-arm, or two-wayWall-standards and bracketswaterfallShowcase
9 Interior Displays Displays should: Stimulate product interest Provide informationSuggest merchandise coordinationGenerate traffic flowRemind customers of planned purchasesCreate impulse salesEnhance the store’s visual image
10 Interior Display Locations Should be chosen to maximize merchandise exposureJust inside store entranceAt entrances to departmentsNear cash/wrap counterNext to related itemsBy elevators and escalatorsAt ends of aislesOpen-to-mall areas
11 Displayed Merchandise Should be currentRepresent styles and linesShould be well stockedIn demandNew (inform customers of what is available)Encourage additional purchasesPromote current themeLook good on display
12 Grouping Displays One-category groupings Related groupings Highlight a specific kind of itemSkirts, children’s dresses, holiday sweaters, shoesLine-of-goods displays, “vendor statement”Related groupingsEnsembles or coordinatesShowing customers that more than the feature item is neededTennis outfit + visor + racquet + balls + bagTheme groupingsParticular setting, event, holidayWhat is the difference between one-category grouping & theme grouping?? What would be in one and not the otherVariety or assortmentUnrelated items all sold in the storeLower-priced retailers
13 Lighting Overlighting – washed out Underlighting – not effective Floodlighting – ceiling lights to direct light over an entire wide display areaSpotlighting – focuses on a specific area, targeting itemsPinpointing – narrow beam on a specific item
14 Props Functional props physically support or hold merchandise Mannequins, stands, pedestals, screens, panels, or formsDecorative propsUsed for mood or attractive settingArtifical flowers, bicycles, seashellsStructural props support and change displaysBoxes, cylinders (usually hidden)Decorative and functional prop
15 Signage Variety of signs may be used to inform customers Counter signsPostersHanging signsBannersFlagsElevator cardsEaselsMight include prices, sizes, styles, features, store logo, etc.
16 Display Evaluation Effective sales appeal? Coordinated with store ads? Help to locate goods?Signage legible and easy to understand?Signage gives best selling points?Draw customer through store?Clean and neat?Changed frequently?
17 Window Displays First contact customer has with store Can stimulate curiosityMore opportunities to sell merchandiseCan be expensive to design, set up, and maintain; need props, staff, and spaceAnother problem can be glare of glass
18 Types of Display Windows EnclosedFull backgroundRamped, elevated, or shadowboxSemi-enclosedPartial backgroundOpenNo background, open to store interiorIsland4-sided glass, often in lobbiesEnclosed window; full background
19 Do You Know . . .How might displays in a discount store differ from the displays in a more expensive apparel store?What criteria would you use to select merchandise for display in an island window?PICK ME!!!
20 Things you should know..Most aisles are 3 feet a part. In more expensive stores, they may be 4 feet a part.The DownShift FactorThe faster you walk, the more your peripheral vision narrows and the longer it takes to slow down your shopping speed
21 What we know…Humans walk like they drive.Decompression Zone-empty area inside the store. Never put anything of value in that zone.
22 Invariant Right Theory Upon entering a store the shopper will invariably and reflexively turn to the right.What we should do…Customer interaction with any product or promotion displays in the Decompression Zone will increase by at least 30% once it’s moved to the back of this zone, and even more if it place to the right.
23 Butt Brush Theory“Brush, bump or jostle a woman on the behind when she stopped to look at an item and she will bolt.” Malcom Gladwell of Paco Underhill’s Butt-Brush Theory.What we should do is wide the aisles.
24 Getting your Customer to Buy More.. The chances that shoppers will buy something are directly related to how long they spend shopping.How long they spend shopping is directly related to how deep they get pulled into the store.
25 What you should do…Place destination categories in the rear of your store. This forces the customer to go deeper into the store.
26 Tables Invite Touching which leads to unplanned buying.
27 Keys to Increasing Impulse Items Sales… Adjacent to register and “within reach”Adjacent to destination productsFlexibility to change the mix of impulse items frequently