Visual merchandising encompasses the physical elements used to project an image to customers, with goals of improving service, educating customers, increasing productivity, and reinforcing a store's image. Visual merchandisers are responsible for the total merchandise presentation, overall business image, and design elements. They are members of the marketing team. Elements of visual merchandising include the storefront, layout, interior, displays, lighting, colors, and graphics used to attract customers and promote sales.
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
3. 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
1. Storefront
2. Store Layout
3. Store Interior
4. Interior Displays
22. • Provide a brief introduction
Window Displays about the merchandise
• Strengthen traffic and sales
• Attract interest
23. Design & Display Tips
Use complementary colors to create
contrast
Lines within displays direct viewer’s attention
Effective displays have a
Motion should accentuate merchandise not
overpower it
24. 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
25. Recap:
Visual merchandising is promoting the sale
of goods, especially by their presentation in
retail outlets
Adds information utility
Increases store traffic and sales volume
26. Useful Tips
Display products in a CREATIVE way
Use accent lighting to feature products
Change displays daily/weekly
Color matters very much, so use it
Merchandising themes enhance
experience
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.
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 mindWindow displays- initiate the selling process, create excitement and attract prospects.
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.
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.
Apple is about imagination, design, and innovation.
Clear brand image on each checkout counter... And notice the height of the brand? At child heightLighting includes: bright colors
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 teensNotices how strategic the lighting is. May mirror a club?
Could be seasonalVonZipper or Electric Goggles fish bowl – shop actually got fish.
What business image does this store layout reveal?
