Chapter 18 Visual Merchandising and Display

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Chapter 18 Visual Merchandising and Display

• Section 18.1 Display Features
• Section 18.2 Artistic Design

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Display Features

• Objectives
• Explain the concept and purpose of visual
  merchandising
• Identify the elements of visual merchandising
• Describe types of display arrangements

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Visual Merchandising and Display

• Visual merchandising X all of the physical
  elements that merchandisers use to project an
  image to customers
• Purpose of Visual Merchandising
• Promotes interest in merchandise or services
• Encourages purchasing
• Reinforces customer satisfaction

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Visual Merchandising Versus Display

• Display X refers to the visual and artistic
  aspects of presenting a product to a target group
  of customers
• Visual merchandising, by contrast, encompasses
  the visual and artistic aspects of the entire
  business environment

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The Role of the Visual Merchandiser

• Goal of Visual Merchandising creating a
  positive shopping experience for consumers
• Visual merchandisers are responsible for
• Total merchandise or service presentation
• The overall business/brandimage
• Building and placement of design elements

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Elements of Visual Merchandising

• Four key elements that create a positive shopping
  experience
• Storefront
• Store layout
• Store interior
• Store displays

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1. Storefront

• storefront X exterior of a business
• Store Front Elements
• Sign or logo
• Marquee, outdoor lighting, and banners
• Planters, awnings and windows
• Exterior design and landscaping

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1. Storefront

• Signs attract attention, advertise and should
  be original and easily recognizable
• Marquee architectural canopy that extends over
  a stores entrance and is often identifiable by
  a surrounding cache of light bulbs, usually
  yellow or white, that flash intermittently

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1. Storefront

• Entrances are usually designed with customer
  convenience and store security in mind
• Window displays initiate the selling process by
  creating excitement and attracting prospects

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2. Store Layout

• Store layout X ways a store uses floor space to
  facilitate and promote sales and serve customers.

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2. Store Layout

• Four distinct spaces to store layout
• Selling used for displays, wall and floor,
  product demonstrations, sales transactions and
  traffic flow
• Storage spaces items in inventory or stockrooms
• Personnel space office space, lockers, break
  rooms, restrooms for employee use
• Customer space designed for comfort/convenience
  of customer. Includes food/coffee shops
  ,in-store seating, lounges and children areas.

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3. Store Interior

• Store Interior the visual aspects of the inside
  of your store that make a good selling atmosphere
• Visual merchandising tools that create an
  inviting store interior
• Mannequins and innovative props
• Seating
• Floor and wall covering selections
• Lighting and colors
• Store fixtures, interior signage, and graphics

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3. Store Interior

• Colors appeal to different types of customers
• Bright colors and lighting appeal to teens
• Pastels and soft lighting appeals to adults
• Interior graphics and signs are used to promote
  items or give store directions
• Walls are covered to reinforce store image or
  used to display merchandise above eye line

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3. Store Interior
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3. Store Interior

• fixtures X. Fixtures are permanent or movable
  store furnishings that hold and display
  merchandise
• The basic types of fixtures include
• Display cases, tables, and counters
• Shelving units, racks, and bins

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4. Interior Displays

• interior displays display stands/areas used to
  showcase your products.
• If interior displays are done well, they enable
  customers to make a selection without the
  assistance of a sales clerk

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4. Interior Displays

• Five types of interior displays are
• Closed displays
• Open displays
• Architectural displays
• Point-of-purchase displays
• Decorations

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• Closed Displays customer can seebut cant
  handle the merchandise(jewelry cases)
• Open Displays can handle and examine
  merchandise (tables, shelves and countertops)
• Architectural Displays model rooms show how it
  would look ina room (kitchen model at Menards)

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• Point-of-purchase displays (POPs) X are consumer
  sales promotion devices with bold graphics and
  signage that hold, display, or dispense specific
  products

• They promote impulse purchases
• Examples include
• Displays designed for a specific product
• Vending machines
• Racks at a checkout stand(candy racks)

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• Store Decorations displays that coincide with
  seasons or holidays. Banners, signs, props used
  to create atmosphere

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Interior Displays

• Kiosks X are interactive point-of-purchase
  (displays itemsand has a till or POS for
  purchase)or retail stands, that take up only a
  few square feet of floor space can be inside
  or outside a store.
• Ex jewelry stands, sunglass stands in the
  middle of the mall
• They are popular because of
• Immediate product availability
• Offer Unique products
• Less expensive then store space

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Marketing and the Marketing Concept

• Graphic Organizer
• Use a chart like this one to take notes on the
  basics of merchandising and display.

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