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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.

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Chapter 18 visual merchandising

Chapter 18Visual Merchandising

Marketing 1B

Spring Semester 2006

LaValley


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

  • ALL FOR THEIR CUSTOMERS!!

  • 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


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!


Example
Example…

  • 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??

  • VERY IMPORTANT!!!

  • This projects the image of the store


Signs
Signs

  • First impressions

  • Make a statement!

  • Original

    • Easily recognizable

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

  • Designed to attract attention


Marquee
Marquee

  • Architectural canopy

    • Extends over a store’s entrance

  • More prominence

    • Think…Bloomingdales, Saks, movie theaters..


Entrances
Entrances

  • 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


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