Chapter 18 visual merchandising
This presentation is the property of its rightful owner.
Sponsored Links
1 / 40

Chapter 18 Visual Merchandising PowerPoint PPT Presentation

  • Uploaded on
  • Presentation posted in: General

Chapter 18 Visual Merchandising. Marketing 1B Spring Semester 2006 LaValley. A Vegas Show. Nelson Sports, LLC 2005. Table of Contents. Display features What is Visual Merchandising? Elements of Visual Merchandising Storefront Store Layout Store Interior Interior Displays.

Download Presentation

Chapter 18 Visual Merchandising

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript

Chapter 18 visual merchandising

Chapter 18Visual Merchandising

Marketing 1B

Spring Semester 2006


Chapter 18 visual merchandising

A Vegas Show...

Nelson Sports, LLC 2005

Table of contents

Table of Contents

  • Display features

  • What is Visual Merchandising?

  • Elements of Visual Merchandising

    • Storefront

    • Store Layout

    • Store Interior

    • Interior Displays

Table of contents continued

Table of Contents Continued…

  • Artistic Design

  • Display and Design Preparation

    • Selecting Merchandise

    • Selecting Display

    • Choosing a setting

    • Manipulating Artistic Elements

  • Evaluating displays

  • Display Maintenance

What is visual merchandising

What is Visual Merchandising?

  • Definition

    • The coordination of all types of physical elements in a place of business that are used to project the right image to its customers

The right image

The Right Image

  • Invites interest in the merchandise

  • …come hither….

  • Encourages purchasing

  • Makes the customer feel good about where he or she is doing business

  • Creates a vision of the organization

  • Draws in the customer

A successful business

A Successful Business…

  • Creates the following..

    • Distinct

    • Clear

    • Consistent image


  • A good image sets a business apart from the competition.

Image is

Image is….

  • A blend of the following

    • Store characteristics

    • Location

    • Products

    • Prices

    • Advertising

    • Public relations

    • Personal selling

Chapter 18 visual merchandising

Image should

highlight what sets the

the business apart from

from the competition!

Visual merchandise

Visual Merchandise

  • Where is it used??

  • Manufacturers’ showrooms

    • Weathershield

  • Trade Shows

    • SHOT Show, Las Vegas

  • Conventions

    • ATA, Indianapolis

Visual merchandise continued

Visual Merchandise continued…

  • Involves the visual and artistic aspects of the entire business environment

  • Visual Merchandising and displays are NOT the same thing!!

  • Display is the visual and artistic aspects of presenting a product to a TARGET group of customers.

Increase in vm why

Increase in VM…why??

  • Growth of “self-service”, “superstores”, and “box stores”

    • Walmart

  • Little personal selling

  • Products MUST sell themselves!



  • Box Stores

  • Develop GIANT signs

  • Graphics

  • Banners

  • Usually to a DESIGNATED part of the store.

Elements of visual merchandising

Elements of Visual Merchandising

  • Create a positive shopping experience

  • Make your customers want to return!

Key store elements

Key Store Elements

  • Store front

  • Store layout

  • Store interior

  • Interior display

Store front

Store Front

  • The total exterior of a business

    • Store fronts include…

    • Store’s sign

    • Marquee

    • Outdoor lighting

    • Banners

    • Planters

    • Awnings

    • Windows

    • The building itself!

How important is the store front

How important is the store front??


  • This projects the image of the store



  • First impressions

  • Make a statement!

  • Original

    • Easily recognizable

  • Letters, building materials, colors are used to help create the stores image

  • Designed to attract attention



  • Architectural canopy

    • Extends over a store’s entrance

  • More prominence

    • Think…Bloomingdales, Saks, movie theaters..



  • Customer convenience

  • Store security

  • How many entrances?

  • Types of entrances

    • Revolving

    • Push-pull

    • Electronic

    • Climate controlled

Window displays

Window Displays

  • Display windows

    • Begin the selling process before the customer walks in the store!

  • Attract attention

    • Suggesting type of merchandise and atmosphere of the store

  • Two different kinds

    • Promotional display

    • Institutional display

Promotional displays

Promotional Displays

  • Promote the sale of one product, a line of related products, or a variety of products

  • How do they do that!?

  • Emphasize a theme

  • Promote storewide events

Institutional displays

Institutional Displays

  • Promote the store (instead of the product)

  • Image

  • Focus on public causes, worthy ideas, or community organizations

    • Show the business is interested in the community

Store layout

Store Layout

  • The way store floor space is used to facilitate and promote sales

  • Best serve the customer

  • Four different kinds of space

    • Selling space

    • Merchandising space

    • Personnel space

    • Customer space

Store interior

Store Interior

  • After general placement of merchandise is established, visual merchandising is decided.

  • Selection of floor and wall coverings, lighting, colors, store fixtures

    • EX: Supermarkets vs. Specialty stores

Store interior continued

Store Interior continued…

  • Colors

    • Bright colors vs. pastels

  • Fixtures

    • What kind??

      • Permanent or movable

      • What about walls??

  • What image do you want to project?

    • Walmart vs. Specialty shop

Store interior continued1

Store Interior continued…

  • Store aisles

    • Width…different widths create different images

  • Merchandise

    • Size, variety, and quality of the merchandise

    • Brand names vs. Generic

Interior displays

Interior Displays

  • Displays generate ONE out of every FOUR sales!!

  • If done well…customers make a selection without assistance!

  • Five types

    • Closed displays

    • Open displays

    • Architectural displays

    • Point-of-purchase displays

    • Store decorations

Interior displays continued

Interior Displays continued…

  • Architectural displays

    • Model rooms

  • Store decorations

    • Seasonal or holiday displays

  • Open displays

    • Allow customers to handle the merchandise

  • Closed displays

    • See but don’t touch!

  • Point-of-Purchase displays

    • Impulse buying!

Interior displays continued1

Interior Displays continued…

  • ID’s use fixtures and props to showcase merchandise

  • Create a clean and organized visual display

  • Group merchandise by type

  • Most stores are a combination of all display types

  • Displays compliment each other, and create a positive buying experience.

Interior props

Interior Props

  • Two different kinds

    • Decorative

    • Functional

  • Decorative

    • Background scenery used to indicate a season

    • Create an interesting setting

  • Functional Props

    • Items for holding merchandise

      • EX: Mannequins and shirt forms.

Artistic design

Artistic Design

  • Display Design and Preparation

  • FACT: Displays have three to eight SECONDS to attract a customer’s attention, create a desire, and sell a product.

Display and design preparation

Display and Design Preparation

  • Involves the following five steps:

    • Selecting Merchandise for display

    • Selecting the display

    • Choosing a setting

    • Manipulating Artistic Elements

    • Evaluating completed displays

  • Login