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CHAPTER 10. VISUAL MERCHANDISING. LEARNING OBJECTIVES. Understand the contribution that visual merchandising (VM) makes to RPM process by presenting the product to its best advantage Explore the scope of VM within a variety of retail contexts

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Chapter 10

CHAPTER 10

VISUAL MERCHANDISING


Learning objectives
LEARNING OBJECTIVES

  • Understand the contribution that visual merchandising (VM) makes to RPM process by presenting the product to its best advantage

  • Explore the scope of VM within a variety of retail contexts

  • Understand the supporting role VM plays within a positioning strategy

  • Appreciate how VM and store design work together to create a stimulating environment

  • Understand how creativity in VM and display can enhance product appeal


The scope of visual merchandising
THE SCOPE OF VISUAL MERCHANDISING

  • “makes the market place innovative, exciting and stimulating by creating product-led stories supported by merchandising solutions” (Corsie, 2003:1)

    • choice of fixtures

    • method of product presentation

    • construction of displays (including window)

    • choice of layout

    • use of point of sale/purchase material


Visual merchandising systems
VISUAL MERCHANDISING SYSTEMS

  • Helping to forge stronger links between product range planning, space allocation and product presentation

  • Store personnel can gain access to product range plans as they are being built by buyers and merchandisers

  • Finalised plans of photographic quality can be communicated through retailer

  • Help fashion retailers to inform store personnel of product linkages


Responsibity for vm
RESPONSIBITY FOR VM

  • Varies in retail organisation

    • Visual merchandising

    • Corporate communications

    • Promotions

    • Brand management / marketing

  • Boundary between paid-for and unpaid-for in-store images is blurred

  • ‘Ambient media’ and VM blend together in the retail environment


Vm supports a retail positioining strategy
VM SUPPORTS A RETAIL POSITIOINING STRATEGY

  • Visual Merchandising

    • communicates

    • differentiates

    • strengthens the retail brand

  • A centralised approach

    • promotes a strong national / international identity

    • allows for integrated corporate communication themes and messages

  • A localised approach

    • allows a retailer to adapt to local market preferences, competition and local themes


Fixtures and fittings
FIXTURES AND FITTINGS

  • Gondolas

  • Round fixtures

  • Fourways

  • Shelving

  • Rails

  • Bins, Baskets and Tables


Fixtures and fittings1
FIXTURES AND FITTINGS

  • Largely dependent on

    • store layout

    • merchandise

    • cost

  • Fixturing

    • can be customised

    • should be co-ordinated in ‘families’

    • should complement not compete with product

    • often have integral lighting

    • needs flexibility


Product presentation
PRODUCT PRESENTATION

  • Vertically stacked

  • Horizontally stacked

  • Hanging on hangers or hooks

  • Hanging on card / bubble packed

  • Presentation themes:

    • colour

    • price

    • product feature e.g. size, technical complexity

  • Dedicated fixturing for brands or categories


Layout
LAYOUT

  • Influenced by product assortment (depth and width)

  • Constrained by size and structure of store

  • Determined by fixturing

  • Objective: to move customers to every area of store

  • Trend towards more spacious and airy layouts


Shelving

THE GRID LAYOUT

Shelving (gondola)

Shelving (gondola)

Shelving (gondola)

Shelving

Shelving

Aisles

Aisles

Checkouts


Shelving

Shelv

-ing

Rails

Rails

Four

Way

Four

Way

Round

THE FREE-FORM LAYOUT

Service

Round

Shelving

Shelving

Four

Way

Four

Way

Rails

Rails


Store layout displays and space allocation
STORE LAYOUT, DISPLAYS AND SPACE ALLOCATION

  • Concerns product adjacencies and flow

  • Must provide customer logic

  • VM can encourage

    • trading up

    • multiple complementary purchases

    • impulse purchases

  • Manipulation of the customer or providing a retail service?


Display objectives
DISPLAY OBJECTIVES

  • Present product attractively to customer

  • Create visual impact using product, fittings, display props and lighting

  • Reinforce retailer as a customer focused organisation

  • Attract customer to quieter areas of store

  • Promote merchandise to increase sales


Types of display
TYPES OF DISPLAY

  • On-shelf displays, open to customer

  • Off-shelf / feature displays:

    • themed

    • classification dominance

    • lifestyle

    • promotional (tonnage)

    • colour co-ordinated

    • using body forms

  • Window displays

    • backed

    • open

    • Interactive`


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