Chapter 18 Visual Merchandising

1. Chapter 18Visual Merchandising Marketing 1B Spring Semester 2006 LaValley

2. A Vegas Show... Nelson Sports, LLC 2005

10. Table of Contents • Display features • What is Visual Merchandising? • Elements of Visual Merchandising • Storefront • Store Layout • Store Interior • Interior Displays

11. Table of Contents Continued… • Artistic Design • Display and Design Preparation • Selecting Merchandise • Selecting Display • Choosing a setting • Manipulating Artistic Elements • Evaluating displays • Display Maintenance

12. 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

13. 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

14. A Successful Business… • Creates the following.. • Distinct • Clear • Consistent image • ALL FOR THEIR CUSTOMERS!! • A good image sets a business apart from the competition.

15. Image is…. • A blend of the following • Store characteristics • Location • Products • Prices • Advertising • Public relations • Personal selling

16. Image should highlight what sets the the business apart from from the competition!

17. Visual Merchandise • Where is it used?? • Manufacturers’ showrooms • Weathershield • Trade Shows • SHOT Show, Las Vegas • Conventions • ATA, Indianapolis

18. 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.

19. Increase in VM…why?? • Growth of “self-service”, “superstores”, and “box stores” • Walmart • Little personal selling • Products MUST sell themselves!

20. Example… • Box Stores • Develop GIANT signs • Graphics • Banners • Usually to a DESIGNATED part of the store.

21. Elements of Visual Merchandising • Create a positive shopping experience • Make your customers want to return!

22. Key Store Elements • Store front • Store layout • Store interior • Interior display

23. Store Front • The total exterior of a business • Store fronts include… • Store’s sign • Marquee • Outdoor lighting • Banners • Planters • Awnings • Windows • The building itself!

24. How important is the store front?? • VERY IMPORTANT!!! • This projects the image of the store

25. 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

26. Marquee • Architectural canopy • Extends over a store’s entrance • More prominence • Think…Bloomingdales, Saks, movie theaters..

27. Entrances • Customer convenience • Store security • How many entrances? • Types of entrances • Revolving • Push-pull • Electronic • Climate controlled

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. Store Interior continued… • Store aisles • Width…different widths create different images • Merchandise • Size, variety, and quality of the merchandise • Brand names vs. Generic

35. 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

36. 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!

37. 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.

38. 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.

39. 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.

40. 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