What is Visual Merchandising

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Chapter 2

• What is Visual Merchandising?

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Steve kaufman, editor, VMSD Magazine.

• Visual Merchandisers create the store enviroment
  that supports the retailers marketing and
  merchandising strategies.
• They set the mood, highlight the merchandise, and
  invite, attract, welcome and inform shoppers.
  They also somewhat more subtly, make a store a
  wonderful, joyous play to be.

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At the end if this chapter, you will able to

• Explain how costumers process visual
  merchandising messages.
• Describe how retailers communicate through visual
  images.
• Explain how visual merchandising efforts educate
  customers.

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At the end if this chapter, you will able to

• Identify why visual merchadising efforts
  increases sales.
• Explain how visual merchandising efforts support
  retailing trends.

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Visual Merchandising Supports Sales.

• Visual Relates to images that are taken into the
  brain by way of the eye.
• Merchandising is promoting the sale of certain
  commodities.
• Visual Merchandising would be defined as the
  process of promoting the sale of products by
  producing mental images that urge potential
  costumers to make purchases.

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History of Visual Merchandising

• Cleaning and making in pretty
• Display
• Window Trimmers
• Visual Merchandisers

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Silent Selling

• Merchandise should be displayed and signed so
  effectively that it can sell itself without the
  help of a sales associate.

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Mom and Pop Stores

• Mom and Pop stores comes from early retailing
  when many retailers were in family business.
• Today it referers to small, independent retailers.

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Visual merchandising supports retail strategies.

• Promotional Mix A combination of communication
  tools, like advertising and store management,
  that sells targeted customers about a store and
  its merchandise.

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Visual Merchandisers

• Design and execute window and interior displays
  that supports advertising goals.
• Install promotional signing for in store selling.
• Produce workable departamental layouts and
  interior decor.
• Devise merchandise fixture layouts for a day to
  day operations.

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Visual Merchandisers

• Place and present merchandise on walls and
  fixtures.
• Work as a team members with the stores
  promotional staff.

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Visual Merchandising communicates with costumers.

• The retail store is the message center, through
  its store, interior design, store layout,
  atmospherics, merchandise presentation, and
  selling services.
• Atmospherics, a word coined by retailers to
  describe the elements that apeals to our five
  senses and contribute to the overall enviroment
  of the store.

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Visual Merchandise communicates retail image.

• Retail image is a combination of tangible and
  intangible factors to describe what a shopper
  thinks about its relationship with a favorite
  store. Images describes not only how the store
  loojs but also how its acts towards its
  costumers.

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Common tendencies of shoppers

• Invariant right
• Petting merchandise
• Too close for comfort
• Up systems for furniture stores
• Americans with disabilities act.

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Stages in consumer information processing.

• Exposure
• Attention
• Comprehension
• Agreement
• Retention

• Retrieval
• Consumer Decision Making
• Action Taken

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In Store Displays

• According to Cottons incorporated Lifestyles
  monitor research, Retailers maintain that in
  store displays should do the following
• Communicate the latest trend in fashion.
• Assist the costumer in his decision.
• Create an ecxiting enviroment in the store.

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Visual Merchandising

• Visual merchandising can transform a shopper in a
  buyer.
• Effective displays teach shoppers about using
  multiple basic and accesory items to enhance and
  extence the use of their purchase.

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Visual Merchandising

• A fully accessorized visual merchandising
  treatment educates customers when and how to wear
  fashion and trend items.

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How does visual Merchandising support retailing
trends?

• Consumerism
• Self Service
• Lifestyle trends
• Shopping villages
• Store retailling
• Catalog Shopping