VISUAL MERCHANDISING AND DISPLAY

Chapter 18

1) VISUAL MERCHANDISING DEFINITION

A) Coordinates all of the physical elements in a place of business to project an image to customers.

B) Visual Merchandising is sometimes used interchangeably with Display; but they are different

2) DISPLAY DEFINITION

A) Is much narrower concept and makes up only one element of visual merchandising.

B) Display is the visual and artistic aspects of presenting a product or service to a target group of customers

C) By contrast visual merchandising is the visual and artistic aspects of the entire business environment

SUCCESSFUL BUSINESSES HAVE A GOOD IMAGE

A. Create a distinct, clear and consistent images for their customers.

B. A good image sets a business apart from its competition.

C. This image is made up of a unique blend of store characteristics, location, products, prices, advertising, public relations, and personal selling

SUCCESSFUL BUSINESSES HAVE A GOOD IMAGE

D. An image can include the design and layout of the store, its logo and signage, the unique lines of merchandise the store carries, the design of the store’s Web site, distinct promotional or ad campaign, and a targeted base of shoppers.

E. A store’s image should highlight what sets it apart from the competition and attract positive attention and loyal customers.

ROLE OF THE VISUAL MERCHANDISER

A) Total merchandise or service presentation to build the overall business or brand image

B) They design, create and maintain the design elements of the building and displays

C) Active members of the marketing team, they promote a business’ image

and sales of its products

ELEMENTS OF VISUAL MERCHANDISING

A) 4 key elements1. Storefront2. Store layout3. Store interior4. Interior displays

EXTERIOR - STOREFRONT

1. Stores sign or logo2. Marquee3. Entrances4. Window displays

STORE IMAGE

The store image is the idea of a store in people’s minds.

Store image is created by visual merchandisers through the design and décor of the store.

1. SIGNS

A. Designed primarily to attract attention, advertise a business and project brand identity

B. Design should be original and easily recognizable

C. The name, letters, logo, materials and colors create the desired store’s image

2. MARQUEE

A. Architectural canopy that extends over a store’s entrance

B. Marquees can display the store’s name and its key products, hours of operation, phone numbers, URL.

C. Marquee is highly visible space for advertising

3. ENTRANCES

A. Designed with:1. customer convenience 2. store security in mind

B. Smaller stores normally have only one entrance C. Larger ones have many entrancesD. Entrance from the:

1. street for pedestrians 2. one from parking lot

4. WINDOW DISPLAYSA. Useful for visual

merchandisingB. Initiate the selling

processC. create excitement

for products on display

D. attract prospects

STORE LAYOUT

Use of floor space to facilitate and promote sales and serve customers. A typical store is divided into 4 distinct spaces

1.Selling space2.Storage space3.Personnel space4.Customer space

STORE LAYOUT

1. Selling space is used for interior displays, wall and floor merchandise, product demonstrations, self-service and information kiosks, sales transactions and customer traffic flow

2. Storage space is for items that are kept in inventory – stockroom.

STORE LAYOUT

3. Personnel space is allocated to store employees for office space, lockers, lunch break, and restrooms. Marked with signs so that customers do not enter.

4. Customer space is designed for the comfort and convenience of the customer – sandwiches, soda and coffee shops, in-store restaurants, seating, lounges, and recreation areas for children

STORE INTERIOR

1. Careful selection of material to create a memorable shopping experience

2. Graphics, Signage, Color, and Sound

3. Lighting4. Fixtures

GRAPHICS, SIGNAGE, COLOR AND SOUND Interior graphics can be used to promote a particular

product brand and specific line of products. Provide directions to various departments or assist

with a special promotional campaign, such as demonstration, special sale, or a holiday promotion

Interior graphics and signage are important in today’s self-service environment. Box stores, such as Costco develop giant signs to assist customers.

Overhead digital signage, in-house networks, communicates product promotions

Point-of Purchase graphics that can decorate walls, windows, shelves, ceilings, and floors to reinforce product and store image.

Colors appeal to different types of customers, bright colors for teens, more subdue colors for adults

Background music can set a mood, reinforce store image, encourage customers to shop and announce special offerings.

LIGHTING

Draws attention to store areas and specific products.

Large warehouse stores often use fluorescent or high-intensity discharge lighting.

High-end prestige retailers might install expensive chandeliers

Some specialty stores use newer lighting technologies such as light-emitting diodes (LED) and compact fluorescent lighting (CFL)

Some choice lightning for environmental reasong: Starbucks stores use LED lighting, which lowers operating costs and reduces energy consumption

FIXTURES Permanent or movable store furnishings that hold

and display merchandise Basic types – display cases, tables, counters, floor

and wall shelving units, racks, bins, stands and seating areas

Fixtures are strategically placed to maximize sales Brightly colored front counters attract impulse purchases Upscale stores may enhance fixtures by painting them or

covering them with textured materials Discount stores use basic and unadorned shelf fixtures.

The width of a store’s aisles is related to its fixtures and enhance traffic patterns and buying behavior

Seating area near dressing rooms give the store more of an upscale atmosphere

INTERIOR DISPLAYS

Show merchandise, provide customers with information, encourage customers to shop, reinforce advertisements, and promote a store’s image.

One in every four sales is generated by an interior display.

There are five types of interior displays Architectural displays Closed displays Open displays Point-of-purchase displays Store Decorations

Architectural Displays

Model rooms that show customers how merchandise can be arranged in their homes.

This display takes up a considerable amount of room so not all stores are able to use these kinds of displays

CLOSED DISPLAYS

Allow customers to see but not handle merchandise without assistance from a salesperson

Used for valuable items, such as jewelry, electronic devices, and other high-value items where theft, security, or breakage is a concern

OPEN DISPLAYS

Allow customers to handle and examine the merchandise without the help of a salesperson

Shelves, counters and tables

Efficient way to sell products, important in today’s self-service selling environment

POINT-OF-PURCHASE DISPLAYS POS Stand alone structures that serve as

consumer sales promotion devices.

Manufactured units with bold graphics and signage that hold, display, or dispense products

Can be temporary (not restocked), semi-permanent (themed promotions and restocked), and permanent such as vending machines and ATM’s.

Provide services, directions to products and offer tips on usage. Can include computer touch screens

INTERACTIVE KIOSKS

Interactive point-of-purchase that are free standing, full service retail kiosks are playing a growing role in POS

They are actually computer terminals that provide information access

Place in a variety of locations, stores, businesses, shopping malls and airports

Growing role in point-of-sale and self-serve merchandising .

Interactive Web-based kiosks have high-tech screens, immediate product availability, online ordering and more reliable technology

STORE DECORATIONS

Store decorations are displays that may coincide with seasons or holidays,

Bold and colorful banners, signs, and props create the atmosphere to encourage holiday purchases

FIVE STEPS

1. Select merchandise for display

2. Selecting the type of display

3. Choosing a setting4. Manipulate the

artistic elements5. Evaluating completed

displays

DISPLAY DESIGN AND PREPARATION A display has about four to six seconds to

attract a customer’s attention Create desire Sell a product Business must target its displays carefully to

appeal to its customers Must carefully consider differences in cultural

and ethnic perceptions

STEP 1 – SELECT MERCHANDISE FOR DISPLAY

Merchandise selected will determine the theme and other supporting elements

Merchandise must be visually appealing to attract customers

Appropriate for the season, its target audience, and for the store’s geographic location

STEP 2 – SELECTING THE DISPLAY

Merchandise determines the type of display and equip

Four basic kinds of display1.Feature one item: newly developed product2.Similar products: one kind but several brands3.Related products: meant to be used together 4.Assortment or Cross-Mix of items: unrelated product lines, has special appeal to bargain hunters.

PROPS

Props or properties are objects that hold merchandise on display or support the display setting

Classified as decorative or functionalDecorative props include floor coverings and

wall treatmentsFunctional props include items that hold the

merchandise, such as shelves or hangers

STEP 3 – CHOOSING A SETTING

The setting a business selects will depend largely on the image it want to project. 3 types of settings

A realistic setting: depicts a room, area, or recognizable locale. Functional props, tables, chairs, books….provide the details.

A semi-realistic setting: suggests a room or locale but leaves the details to the viewer’s imagination. Decorative props such as beach towel, surfing poster…create a beach scene in customer’s mind

An abstract setting: does not imitate reality It focuses on form and color rather than reproducing objects. Gaining popularity, does not require a lot of space.

STEP 4 – MANIPULATING ARTISTIC ELEMENTS

Line Color Shape Direction Texture Proportion Motion Lighting

LINE Lines are created to direct viewer’s attention

Straight = stiffness Curving = freedom Diagonal = action Vertical = height &

dignity Horizontal =

confidence

COLOR

Critical step in display Contrast with walls Complementary colors:

opposite each other Adjacent colors: located next to each other Triadic colors: 3 colors equally spaced from

each other on the color wheel Create specific moods and feelings, such as

calm or excitement. Colors warm side (red/yellow) create a festive

mood works well with lower-priced merchandise Colors from the cool side (blue/green) represent

calm and refinement. Often associated with higher-priced merchandise

SHAPE

Refers to the physical appearance or outline of display

Determined by the props, fixtures and merchandise used

Mass displays have no distinct shape

DIRECTION Moves the viewers

eye smoothly through the display

Focal point is the part that attracts attention

Build in a triangle shape with focal point at the top

Keep display focused

TEXTURE

Look of the surfaces in a display

Smooth Rough Contrast in

texture creates visual interests

PROPORTION

The relationship between and among objects in a display

Merchandise should be the primary focus of the display

Props, graphics and signs should not dominate

BALANCE

Formal balance: place large items with large items and small items with small items. Equal balance on both sides of the display

Informal balance: place several small items with one large item within the display.

MOTION

Animation can be achieved through the use of motorized fixtures, mannequins and props

Used sparingly to accentuate merchandise, not overpower it

LIGHTING Spotlights, floodlights, and rotating, colored or flashing lights can highlight individual items.

Can make merchandise appear more attractive

2 – 5 times stronger than a store’s general lighting

Colored lighting creates dramatic effects

STEP 5 – EVALUATING COMPLETED DISPLAYS Do displays enhance the store’s image,

appeal to customers and promote the product in the best possible way?

Was a theme creatively applied? Were the color and signage appropriate? Was the result pleasing?

DISPLAY MAINTENANCE It needs to be maintained and

eventually dismantled Check displays daily for damage,

displacements, or missing items Clothing items must be folded and

stacked and restocked frequently Poor maintenance creates a negative

image Displays should be dusted and cleaned

on a regular basis