Visual Merchandising: The Silent Salesperson
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Wouldn't you like to add another salesperson to your staff without adding additional expense. You can do that with your visual merchandising efforts. Here is some information to help you do just that.
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Visual Merchandising: The Silent Salesperson
- 1. Visual Merchandising:Visual Merchandising: The “Silent Salesperson”The “Silent Salesperson” Hong Yu, Ph.D. Glenn Muske, Ph.D. Collaborators Phillis Cothren Kristy Spaulding Michael Woods
- 2. Getting Started: Visual Merchandising Basics
- 3. Visual Merchandising Defined • Visual merchandising is the actual selling of merchandise through a visual medium. • “This is who we are and what we stand for”. Pegler, M. M., Visual Merchandising & Display
- 4. Principles of Visual Merchandising Design • Image of business • Theme of presentation • Color and texture • Line and composition • Light and lighting
- 9. Themes
- 12. Line
- 13. Balance
- 14. Contrast
- 15. Dominance
- 16. Proportion
- 17. Rhythm
- 19. Exterior Display
- 22. Window Styles
- 23. Store Layout
- 24. Display Areas
- 25. Island Display
- 26. Focal Point and Coordination
- 27. Materials for Successful Visual Merchandising • Props • Fixtures • Signage
- 28. Props
- 29. Fixtures
- 30. Signage
- 32. Familiar Symbols
- 33. Dramatic Effects
- 35. Trade Show and Fair
- 36. Trade Show and Fair
- 37. Visual Merchandising: Mixture of Excitement and Challenge
- 39. Reminders! Visual merchandising: – Practice, practice, practice – Need not be expensive – Adds the “silent salesperson” to your staff – Must be a continuous process REFRESH! REFRESH!!! REFRESH!!!!! – Everything you try may not work, just keep trying – Keep displays neat, clean and simple
- 40. Common Mistakes • #1 – No visual merchandising used • Too much on display • Too little on display • No theme • Displays not changed frequently • No “sell” in the display • Poor use of props From: Visual Merchandising: A guide for small retailers
- 41. Produced by: Hong Yu & Glenn Muske Dept. of Design, Housing & Merchandising Oklahoma State University 2003 Thank you! Businesses and products displayed are for example purposes only. No endorsement is implied or intended. Collaborators Phillis Cothren Kristy Spaulding Mike Woods
Notas del editor
- Visual merchandising is more than display—display shows – VISUAL SELLS! Goal of visual merchandising is action. Includes 4 objectives with the focus on encouraging the customer to buy. Objectives - AIDA Attract Interest Desire ACTION Visual merchandising also - creates an image - tool for promotion - provides customer service by: Remind customers of needed items Save customers time and money Provide merchandise information such as care and/or use Introduces new uses for products and services Shows merchandise in a life-like manner
- This is an overview of the visual merchandising principles that will be covered in the following slides.
- For producers, the images of their businesses are usually communicated through the quality of their products and services. Product packaging is an important cue to quality for many consumers. The first slide shows some bath and body products of natural ingredients Image: natural, healthy, and high quality Product packaging: Natural color cardboard paper, straight lines and geometric motifs, consistent package design for all products.
- This slide shows various pickled products Image: locally (Oklahoma) grown and freshly prepared, good taste and high quality Product packaging: See-through bottles, tags of western style boot, cowboy sketches on the labels, and coordinating themes across different products.
- For retailers, their business images are conveyed by the in-store and store front displays. Left picture: a store sells children’s apparel, toys, and books Image: playful, trendy, fun, good quality, but not expensive Strategies: Bright colors, interesting props: little red dressing room, and tree. Right picture: a home décor store Image: Victorian, feminine, high quality, attractive, comfortable Strategies: Pastel colors, flowers, curve lines in designs, slight smell of fragrance
- For businesses whose major operation is to provide service, their image is a critical tool to bring customers. Image: Reliable, high quality service, and experienced, friendly staff. Strategies: Consistent and professional logos and color themes, visual images of projects completed, and a pleasant and smiling staff.
- The two pictures shown in this slide were taken at the same candle store. The left represent a “country” theme, while the one on the right is “Wedding”.
- Color catches people’s attentions faster than other characteristics of a visual image, and getting attention is the first step to sales. Texture refers to “feel” or treatment of surface. It is closely related to color and affects people perceptions of colors. The pictures shows a front porch of a craft store. Good example of contrasts between colors (green and red) and textures (soft cushion and pillow, wicker chair and table, and leaves/flowers)
- These two pictures are good examples of texture contrast. Left picture: rough wood surface vs. smooth and reflecting glass window and door Right: red brick building with stone arch.
- On each shelve, the vertical and horizontal lines come across with each other. The products displayed in each square were emphasized.
- Balance refers to components of a visual display maintain equal weight. Asymmetrical balance creates unique and dynamic visual stimulation, and is more interesting than symmetrical balance. This picture is an example of asymmetrical balance: the two rounded craft pieces at each side of the lamp were different in diameter and how they were displayed. Thus, a sense of “unstable” and “flowing” may be created.
- This is an example of contrast between shapes and color. The long slender lotion bottles are in contrast with the squared soap pieces. Warm colors (pink and yellow) contrast cool colors (blue and green)
- Dominance: one or several elements are significant compared with the rest of the components in a whole visual image. In this island display: the orange polo shirt, together with a contrasting blue T-shirt and a hat, is proportionally significant and dominants the image of the whole island.
- Proportion: elements in a visual image vary in size, weight, height, and scale to create a dynamic and interesting unity. In this pictures, the flowers are very big compared with the slender bottle clusters, forcing the viewers’ eyes jumping up and down between the two groups. Therefore, this image is more interesting and engaging to the viewers.
- Rhythm: refers to the organization of elements so that the whole image creates a sense of movement from one component to another component. In this picture, the sauce jars on the shelve are all of same size and shape but gradually change in color by columns. Therefore, the viewers’ eyes will follow the color change and move from the first jars to the jars at the end of the rows. The created movement is visually entertaining for viewers.
- Light and lighting in a store significantly affect shoppers’ perception of the store atmosphere, color, texture, and even quality of the merchandise. Two main types of light used in retail stores: fluorescent and incandescent. Fluorescent light: cool, bluish white, energy efficient Incandescent light: warmer, softer, and more flattering Left picture: Jewelry and accessory store—used fluorescent light to create a look of modern and simplicity, which works well with the smooth wood floor and straight lines display shelving. Right picture: corner of a room in a Bed and Breakfast. Soft incandescent light reinforced a warm, comfortable, and inviting setting.
- Nicely planned and neatly decorated front porch of a fudge store.
- Storefront of a retail store in a historic downtown. Traffics is also close by. Straight front with limited number of display windows.
- A store that has huge yard in front of it. Traffics is not likely to get very close to the store right away. Planning some big “props” will help catch peoples’ eyes.
- Bath and body shop, whose target consumers are young, trendy women with median income. Repeat of black and white zebra motifs and pink color coordinate with the store image. Use of screen to draw people’s attentions to the display. Use of overhead lights to highlight the window displays. The display window is partial see-through to increase people’s curiosity of what’s going on inside the store.
- Store layout is important in directing traffic through the retail floor. Retailers who want to maximize revenue-generating possibilities should: Strive to make most merchandise accessible for consumers; Ensure that shoppers can move easily from area to area; Entice the consumers to walk through the entire store; Create inviting shopping environment so that shoppers would stay longer in the store; This picture shows a corner in a store that sells children’s apparel, toys, gifts, and books. Since the store is relatively deep, the owner used the following two strategies to entice the consumers to walk to the rare section of the store. A big tree placed at the end of the store to induce shoppers’ curiosity; Design the doll house like dressing rooms at the back of the store.
- Left picture: Use a designated area to place related merchandise together. display suggests how merchandise maybe used in a home setting. Right picture Specially decorated entrance to draw shoppers attention to another room in the store
- Island display provides shoppers the opportunity to look closely at the merchandise. Coordinated items are usually placed on an island. Sometimes, “impulse buying” items (such as loss leaders) are placed on islands to draw shoppers’ attention. *loss leader: a promotional strategy that some merchandise is marketed at below cost to induce more sales on other goods.
- Another example of focal point in an antique mall, where the white table and black rocker are the center.
- Materials to help create successful visual merchandising include: Props Fixtures Signage
- In a children’s apparel, toy, and gift store, an old real pick up truck was cut and placed in store as a prop. Take a look at the “repair man” under the truck!
- Fixtures do not have to be fancy and expensive items. This metal tub is creatively utilized and it fits nicely in the store and with the merchandise.
- Signage needs to be eye-catching, simple in design, easy to read and understand, and easy to be remembered. Sign in the left picture: interesting color change in name, use big font to highlight the price—cheap, but good! Sign in the right picture: Big striking letters spell out “Fudge”—triggers people’s carving, yum yum!
- Humorous sign gets the attention and triggers the imagination of the passing-bys. Fudge is an impulse buying product, so make people impulsive!
- Unique colors/color combinations symbolize various holidays throughout a year. Using the color themes that people are familiar with helps get people in the mood of buying for the event.
- Design a visual presentation that is unexpected can result in dramatic effect, and therefore, catch peoples’ attention and interests. This is a window display in a shoe store for 4th of July. It tells an unbelievably interesting story: The ants were having a picnic to celebrate the 4th of July. To add more fun, they decided to steal some shoes from this shoe store…
- Gift package of pickled products: See-through bottles, tags of western style boot, cowboy sketches on the labels, and coordinating themes across different products. Matching cardboard box holds the collection.
- Left picture: another example of three dimensional display of products Right picture: make your business standing out by using some distinctive promotional tools (huge balloon).
- Lighting is used to highlight the products and give them a warm touch which is appropriate for the merchandise.
- Effective visual merchandising can work as your “silent salesperson.” It can attract people into your business, direct them to what you want them to see, and encourage them to buy.
- Creativity is very important in the success of visual merchandising efforts. Left picture: the table is elegantly wrapped with a piece of fabric and serves as an island. The advantage of this is that the fabric can be changed to match the merchandise on display, and the table doesn’t have to be in good shape! Right picture: innovative use of home décor item to display merchandise.