Visual Merchandising and Display

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Visual Merchandising and Display
Chapter 18
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SECTION 18.1
Display Features

• The concepts of visual merchandising and display
• Important display features that contribute to a
  store's image
• The various types of displays

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SECTION 18.1
Display Features
Since visual merchandising helps to sell products
and build store image, you will need to know
about the different types of store displays and
how to create them.
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SECTION 18.1
Display Features
Key Terms

• visual merchandising
• display
• storefront
• marquee
• store layout
• fixtures

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Display Features
What is Visual Merchandising?

• Coordination of all physical elements in a place
  of business that are used to project the right
  image to its customers.
• Right image
• Invites interest in merchandise or services
• Encourages purchasing
• Makes customers feel good about where they are
  doing business.

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SECTION 18.1
Display Features

• Display
• The visual and artistic aspects of presenting a
  product to a target group of customers.

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SECTION 18.1
Display Features
Elements of Visual Merchandising

• Visual merchandising is used to create a positive
  shopping experience that makes customers want to
  return. To achieve this, stores consider four key
  elements
• storefront
• store layout
• store interior
• interior displays

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SECTION 18.1
Display Features
Storefront

• Total exterior of a business
• Includes the store's sign, marquee, outdoor
  lighting, banners, planters, awnings, windows,
  and the building itself (its design and setting).

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SECTION 18.1
Display Features
Storefront

• Signs
• Offers the first impression and therefore should
  make a statement about the business.
• Should be easily recognizable and help create
  the store's image.
• Marquee
• An architectural canopy that extends over a
  store's entrance.

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SECTION 18.1
Display Features
Storefront

• Entrances
• Usually designed with customer convenience and
  store security in mind.
• Can also contribute to a store's image.
• Window Displays
• Begins the selling process before a customer
  enters the store.
• Two types promotional (promotes products) and
  institutional (promotes the store as a whole).

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SECTION 18.1
Display Features
Store Layout
Store layout is the way floor space is used to
facilitate sales and serve the customer.
Four kinds of space

• Selling space for interior displays, sales
  demonstrations, and sales transactions.
• Merchandising space for inventory.
• Personnel space for employee lockers, lunch
  breaks, and restrooms.
• Customer space for restrooms, a cafe, or
  dressing rooms.

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SECTION 18.1
Display Features
Store Interior

• Selection of floor and wall coverings, lighting,
  colors, and store fixtures can powerfully affect
  the store image.

• Fixtures are permanent or movable store
  furnishings, such as display cases, counters,
  shelving, racks, and benches.

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SECTION 18.1
Display Features
Interior Displays

• Retailers use interior displays to show
  merchandise, provide customers with product
  information, get customers to stop and shop at
  the store, reinforce advertising, and promote the
  store's image. There are five main types
• open displays
• closed displays
• architectural displays
• point-of-purchase displays
• store decorations

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SECTION 18.1
Display Features
Interior Displays
Open Displays allow customers to handle and
examine merchandise without the help of a
salesperson. Closed Displays allow customers to
see but not handle merchandise.
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SECTION 18.1
Display Features
Interior Displays

• Point-of-purchase displays
• Designed to promote impulse purchases
• Effective at supporting new products.
• Usually supplied by a product manufacturer for
  use at or near the cash register.

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SECTION 18.1
Display Features
Interior Displays
Architectural displays consist of model rooms
that show customers how merchandise such as rugs
and furniture might look in their homes. Store
decorations are displays such as banners, signs,
and props used to evoke the mood of seasons or
holidays.
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SECTION 18.2
Artistic Design

• The steps used in designing and preparing
  displays
• The artistic considerations involved in display
  preparation
• The maintenance consideration for displays

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SECTION 18.2
Artistic Design
Visual merchandisers must know the rules of
artistic design for displays that attract
customers and keep them coming back.
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SECTION 18.2
Steps in Display Design and Selection

• Selecting Merchandise for Display
• Selecting the Display
• Choosing a Setting
• Manipulating Artistic Elements
• Evaluating Completed Displays

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SECTION 18.2
Selecting Merchandise for Display

• Select the right merchandise
• Visually Appealing
• Current to attract customers
• Appropriate for season and geographic location

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SECTION 18.2
Selecting the Display
Four kinds of displays

• One-item
• Line-of-goods
• Related merchandise
• Assortment

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SECTION 18.2
Choosing a Setting

• Realistic
• Semi-realistic
• Abstract

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SECTION 18.2
Manipulating Artistic Elements

• Line

Conveys freedom and movement
Conveys Stiffness and control
Gives impression of action
Gives Height and dignity
Gives width and confidence
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SECTION 18.2
Manipulating Artistic Elements

• Color

• Can make or break a display
• Complementary colors create greatest contrasts

• Adjacent colors

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SECTION 18.2
Manipulating Artistic Elements

• Shape

• Refers to the physical appearance or outline of a
  display.
• Determined by props, fixtures, and merchandise
  used in the display

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SECTION 18.2
Manipulating Artistic Elements

• Direction

• Smooth visual flow vs. all over the place
• Determined by props, fixtures, and merchandise
  used in the display
• Should have a focal point

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SECTION 18.2
Manipulating Artistic Elements

• Texture
• Proportion
• Balance
• Motion
• Lighting

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SECTION 18.2
Evaluating Completed Displays

• Do they.

• Enhance the stores image?
• Appeal to customers?
• Promote the product in the best possible way?

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SECTION 18.2
Display Maintenance

• Needs to be maintained and eventually dismantled.
• If done properly, can keep the merchandise fresh
  and attractive
• Cleaned and dusted on a regular basis