2 Visual Merchandising & Display Visual Merchandising encompasses all of the physical elements that merchandisers use to project an image to customers.Display refers to the visual & artistic aspects of presenting a product to a target group of customers.
3 Elements of Visual Merchandising Merchandisers consider 4 elements key to creating a positive shopping experience:StorefrontStore layoutStore interiorInterior displays
4 StorefrontThe exterior of a business is known as the storefront, which encompasses:Signs- designed to primarily attract attention, advertise a business, and project brand identity.Marquee- a architectural canopy that extends over a store’s entrance.Entrances- designed with customer convenience and store security in mind.Window displays- initiate the selling process, create excitement, and attract prospects.
5 Store LayoutStore layout refers to ways that stores use floor space to promote sales & serve customers.A typical store layout divides a store into 4 spaces:Selling space- used for interior displays, merchandise, sales transactions, and aisles.Storage space- where items are kept in inventory.Personnel space- allocated to employees for office space, lockers, lunch breaks, & restrooms.Customer space- designed for the convenience of the customer and may include coffee shops, in-store restaurants, lounges, and recreation areas for kids.
6 Store InteriorOnce the general placement of merchandise has been determined, store personnel can develop visual merchandising for the store’s interior.Color, lighting, graphics, & paint.Fixtures are permanent or movable store furnishings that hold and display merchandise. Basic types include display cases, tables, counters, floor & wall shelving units.
7 Interior DisplaysIf interior displays are done exceptionally well, they enable customers to make a selection without any assistance.There are 5 types of interior displays:Architectural displays- model rooms allowing customers to see how merchandise will look in their homes.Store decorations- displays coinciding with season or holidays.Open displays- allow customers to handle & examine merchandise without the help of a salesperson.Closed displays- allow customers to see but not handle merchandise.Point-of-purchase displays- designed to promote impulse purchases.