VISUAL MERCHANDISING

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VISUAL MERCHANDISING:

VISUAL MERCHANDISING

VISUAL MERCHANDISING::

VISUAL MERCHANDISING: The coordination of ALL physical elements of a business to project the right image

PowerPoint Presentation:

Visual merchandising has increased tremendously in importance with the growth of self-service retailing

Display::

Display: A much narrower concept than visual merchandising . It pertains to the visual and artistic aspects of presenting a product to a target market.

4 Key Elements of Visual Merchandising::

4 Key Elements of Visual Merchandising: Store front Store layout Store interior Interior display

Store Front::

Store Front: The exterior of a business Marquee Entrances Window Display

Marquee::

Marquee: The sign that is used to display the store name

Entrances::

Entrances: Designed with customer convenience and store security in mind. There are several types of entrances each portraying a certain image

Types of Entrances::

Types of Entrances: Revolving – up scale stores Push-Pull – full service stores often with fancy handles Electronic – Self-serve stores, with carts such as Wal-Mart, Meijer, Kroger. Climate Controlled – shopping malls .

Window Displays::

Window Displays: The store’s FIRST IMPRESSION with the customer . Begin the selling process even before the customer enters the store. Suggests the type of merchandise carried in the store .

2 Types of Window Displays::

2 Types of Window Displays: Promotional – promote the sale of one or more items by using special lighting and /or props. Skiwear with fake snow for accents Institutional – promote store image rather than specific items. Designed to build customer good will, show that the business is interested in the community

Store Layout::

Store Layout: The way the floor space is allocated

4 Types of Floor Space::

4 Types of Floor Space: Selling Space Merchandising Space Personnel Space Customer Space

Selling Space::

Selling Space: Includes: Interior displays Sales demonstration areas Sales transaction areas (wrap desk)

Merchandise Space::

Merchandise Space: Allocated to items that are kept in inventory Selling floor Stock room area

Personnel Space::

Personnel Space: Space for employees: break rooms lockers restrooms

Customer Space::

Customer Space: Comfort and convenience of customers: Restaurants Dressing rooms Lounges Restrooms Recreation area for children

Customer Space::

Customer Space: Stores are competing more & more in these areas Allocating more dollars and space for customer convenience than ever before

PowerPoint Presentation:

Once the floor space has been allocated management & visual personnel spend a lot of time planning the effective use of the space

Visual Decisions::

Visual Decisions: What product are to go where Agencies – what products should be next to each other Where to put seasonal merchandise such as coats, swimwear and Christmas items Traffic patterns

Store Interior::

Store Interior: Affects the store’s image Includes items such as: Floor & wall coverings Lighting Colors Fixtures

PowerPoint Presentation:

It is important to create a relaxing, comfortable place for customers to shop Customers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines

Interior Displays::

Interior Displays: They are part of the general store interior. Displays generate 1 out of 4 sales. They enable the customer to make a selection without personal assistance

5 Kinds of Interior Displays::

5 Kinds of Interior Displays: Closed Displays Open Displays Architectural Display Point-of-Purchase Store Decorations

Closed Displays::

Closed Displays: Look but don’t touch Require sales person assistance Expensive or fragile merchandise Jewelry cases

Open Display::

Open Display: Handle merchandise without a salesperson Self-service Used for most clothing

Architectural Display::

Architectural Display: Actual room setting Furniture

Point-of-Purchase::

Point-of-Purchase: Promote impulse buying Items at the register Batteries Candy Magazines

Store Decorations::

Store Decorations: Decorations for holidays such as Christmas, Halloween and Valentine’s Day

PowerPoint Presentation:

Interior displays use fixtures and props to showcase merchandise Props are generally classified as decorative or functional

PROPS::

PROPS: Functional Props – practical items for holding merchandise such as mannequins and shirt forms Decorative Props – Only purpose is to enhance merchandise. Items such as trees, tables, cars.

Importance of Interior Displays::

Importance of Interior Displays: Show the customer what’s new Show customer how to put together a total look A good display helps create multiple sales Customers want to look like the display Customers want you to show them what to wear

Interior Displays::

Interior Displays: Often convey a common theme through out the store Animal prints, patriotic theme Used to tell a color story

PowerPoint Presentation:

The large display in a store including the mannequins & wall displays are usually set up by visual department Small table displays and fixture top displays are usually set up & maintained by the individual department staff

PowerPoint Presentation:

It is important to change departmental displays frequently

When to change displays::

When to change displays: When new merchandise comes in Just to change around the pieces of a group that has been on the floor for awhile Gives the group a new look

PowerPoint Presentation:

The same customers walk through your department every week – you want it to look fresh You want to give them a reason to buy

PowerPoint Presentation:

GIVE THE CUSTOMER A REASON TO BUY