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Chapter 18 visual merchandising
- 1. Visual Merchandising Chapter 18
- 2. Visual Merchandising Encompasses all of the physical elements that merchandisers use to project an image to customers Goals: Improve service Educate the customer Increase productivity levels Reinforce store image
- 3. Are responsible for: ◦ the total merchandise or service presentation ◦ the overall business/brand image ◦ and the building and placement of design elements Are active members of the marketing team Visual Merchandisers
- 4. Elements of Visual Merchandising 1. Storefront 2. Store Layout 3. Store Interior 4. Interior Displays
- 5. Sign Logo Marquee Exterior design Ambiance Landscaping Storefront
- 6. Selling space Storage space Personnel space Customer space Store Layout
- 7. Color Lighting Graphics Paint Fixtures Origins Cosmetics Store Interior
- 16. Types of Interior Displays
- 18. Open Display
- 19. Closed Display
- 20. Point of Purchase Displays
- 22. • Provide a brief introduction Window Displays about the merchandise • Strengthen traffic and sales • Attract interest
- 23. Design & Display Tips Use complementary colors to create contrast Lines within displays direct viewer’s attention Effective displays have a Motion should accentuate merchandise not overpower it
- 24. Lighting can help merchandise look more attractive ◦ Display lighting should be 2 to 5 times stronger than store’s general lighting ◦ Colored lighting can create dramatic effects
- 25. Recap: Visual merchandising is promoting the sale of goods, especially by their presentation in retail outlets Adds information utility Increases store traffic and sales volume
- 26. Useful Tips Display products in a CREATIVE way Use accent lighting to feature products Change displays daily/weekly Color matters very much, so use it Merchandising themes enhance experience
- 27. Provide utility: It’s all about the customer experience!
Notas del editor
- You may think “Mrs Johnson” I know what VM is… I’ve been to the mall. But we often don’t realize all of the foresight and planning that goes into creating a favorable customer experience and how this ultimately portrays the company’s image. It directly affects our buying decisions whether we realize it or not.
- Design of the sign should be original and easily recognizable. The name letters, materials and colors that are used help create the store’s image. And upscale department store might use an elegant script while a toy store would use bright primary colors to reinforce a youthful and playful image.A Marquee is an architectural canopy over the store entrance. Example would be movie theatres listing show times.Entrances are usually designed with customer convenience and store security in mindWindow displays- initiate the selling process, create excitement and attract prospects.
- Selling space is used for displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow.Storage space is used for items kept in inventory or stockrooms (what is inventory again?)Personnel space is allocated for employees, office space, lockers, lunch breaks, and restrooms.Customer space is designed for the comfort and convenience of the customer : in store restaurants, seating, lounges, and recreation areas for children.
- Once the general placement of store merchandise has been decided, store personnel can develop the visual merchandising approach for the interior.Mannequins, decorations, comfortable seating, and innovative props all create a memorable shopping experience. Floor and wall colorings, lighting, colors, signs, and graphics greatly impact the customer’s experience and their image of the store.
- Apple is about imagination, design, and innovation.
- Clear brand image on each checkout counter... And notice the height of the brand? At child heightLighting includes: bright colors
- What store is this? What makes it so easy to identify? Sex appeal… Image “you’ll be more attractive if you wear our clothes” targeting teensNotices how strategic the lighting is. May mirror a club?
- Could be seasonalVonZipper or Electric Goggles fish bowl – shop actually got fish.
- What business image does this store layout reveal?