Visual Merchandising

Created by: PREM KUMAR SONI ASST. PROF. MECHANICAL DEPARTMENTLNCT-S

Visual Merchandising28-Nov-161

28-Nov-162

28-Nov-163

DEFINITION28-Nov-164Visual merchandisingis a purely aesthetic science, and it is the backbone of the retail industry. Visual merchandising plays an important role in the retail industry. However, the merchandise hardly sells in retails where identical merchandise is flooded in the market.

28-Nov-165

28-Nov-166Visual merchandising is a silent selling technique that helps to reduce the employee mix and increase per square feet returns and can further help in reducing marketing budgets. Visual merchandising of developing the floor plans and three-dimensional displays in order to maximize sales

28-Nov-167

28-Nov-168Both goods and services can be displayed to highlight their features and benefits.

The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase.

28-Nov-169

Visual Merchandising

Visual Merchandising: The physical display of goods in the most attractive and appealing ways.

Store Layout: the interior arrangement of retail facilities.Selling areas: where merchandise is displayed and customers interact with sales personnel. (75-80% of the total space)Sales support areas: devoted to customer services, merchandise receiving and distribution, management offices and staff activities.28-Nov-1610

Visual MerchandisingFloor Plan: A drawing showing arrangement of physical space, such as showing the positioning of merchandise groups and customer services for a retail store.Grid Layout: A retail floor plan that has one of ore primary (main) aisles running through the store, with secondary (smaller) aisles intersecting with them at right angles.Maze Layout: A free-flowing retail floor plan arrangement with informal balance.Fixtures: Shelves, tables, rods, counters, stands, easels, forms, and platforms on which merchandise is stocked and displayed for sale.

28-Nov-1611

Merchandise PresentationMerchandise presentation includes the ways that goods are hung, placed on shelves, or otherwise made available for sale in retail stores.Shoulder-out presentation: The way most garments are hung in home closets with only one side showing from shoulder to bottom.Face-forward presentation (face-out presentation): Hanging of clothing with the front fully facing the viewer. This should always be done at entrances and aisles.28-Nov-1612

28-Nov-1613

28-Nov-1614

28-Nov-1615

28-Nov-1616

28-Nov-1617

28-Nov-1618

28-Nov-1619

28-Nov-1620

Retail FixturesCarousels: Circular racks that turn. - a large machine that turns arroundExample: A continuous moving strip on which passengers bags are put for collection.

28-Nov-1621

Retail FixturesDump tables/bins: A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially in discount operations; it has no formal arrangement.

28-Nov-1622

Retail FixturesFour-way rack: A fixture with four extended arms, that permits accessibility to hanging merchandise all the way around

28-Nov-1623

Retail FixturesRounders: Circular racks on which garments are hung around the entire circumference

28-Nov-1624

Retail FixturesT-stand: Freestanding, two-way stand in the shape of a T, that holds clothes on hangers, sometimes with one straight arm and one waterfall.

28-Nov-1625

Retail FixturesWaterfall: A fixtures with an arm that slants downward, that contains knobs to hole face-forward hangers with clothing at various levels.

28-Nov-1626

Materials for VISUAL MERCHANDISE28-Nov-1627

28-Nov-1628

28-Nov-1629TEMPORARY DISPLAYS:Temporary displays are designed forshort-term use(for 4-8 weeks).Materials generally include: cardboard, printed sheets, chipboard, andplastic.

28-Nov-16302. SEMI PERMANENT DISPLAYSemi-permanentdisplays are usually constructed out of more durable materials and have a lifespan of 12-52 weeks or more.Semi Permanent Display uses some of the same materials, but usually with paperboard and containerboard.

28-Nov-16313.PERMANENT DISPLAYS:Permanent Displays are by far the most complex and expensive displays to design, and is the most profitable displayPermanent Displays are produced using strong and rigid materials such as wood, metal, acrylic, wire

28-Nov-1632

MOSTLY USEDMATERIALS28-Nov-16331. WoodWood isExtremely common,Easily available,Durable,May be expensive or cheapIt has attractive decorative properties with or without painting.

28-Nov-1634

28-Nov-16352. MDF = Medium Density FiberboardProduced from the thinning of sustainable softwood forests well suited to carcasses.Light in weightCheapReasonably strong

28-Nov-1636

28-Nov-16373. PLASTICMost plastics are relatively cheapDo not require finishing.However ifexposed to sunlight they may degrade over time and translucency will be

28-Nov-1638

28-Nov-16394. ACRYLIC:Acrylic is a plastic when polished offers a gloss finish.It can be crystal clear or pigmented in a wide variety of colors.Easy to machinecheap and reasonablystrong butis also brittle and can be scratched.It can be bonded with adhesives

28-Nov-1640

28-Nov-16415.STYRENEStyrene sheetcomes with a gloss side and amattside and it cannot be polished.Styrene is cheapcomes in multiple colorsIt is less brittle than acrylic and more flexible.

28-Nov-1642

28-Nov-16436.PETG =Polyethylene Terephthalate GlycolIt is a clear sheet and has excellent transparency.It is easy tothermoform.It is not brittle.Resistant to chemicals such as cleaning materials.

28-Nov-1644

28-Nov-16457METALMetals are used for some permanent POP applications where strength and durability are important. Metalare being usedinvarityof props and fixtures.

28-Nov-1646

8. VINYL STICKERS28-Nov-1647

DIGITAL PRINTS28-Nov-1648

DisplaysDisplays: individual and notable physical presentation of merchandise.Displays are intended to:Stimulate product interestProvide informationSuggest merchandise coordinationGenerate traffic flowRemind customers of planned purchasesCreate additional sales of impulse itemsEnhance the stores visual image

28-Nov-1649

Interior DisplaysLocations for interior displays:Just in the entranceEntrance to departmentNear cash/wrapNext to related itemsAcross from elevators and escalatorsEnds of aisles

28-Nov-1650

Components of DisplaysMerchandiseLightingPropsSignage

28-Nov-1651

MerchandiseMore interesting if in odd numbersGroups:One-category, or line-of-goodsRelated groupings: go together or reinforce each otherTheme groupings: event, holiday, etc.Variety or assortment groupings: collection of unrelated items all sold at the same store.28-Nov-1652

LightingUsed to direct customers attention to the displayUse more light for dark colors, less light for light colorsBeamspread; the diameter of the circle of lightBeamspread techniques:Floodlighting: recessed ceiling lights to direct light over an entire wide display areaSpotlighting: focuses attention on specific areas or targeted items of merchandisePinpointing: focuses a narrow beam of light on a specific item28-Nov-1653

28-Nov-1654

28-Nov-1655

PropsObjects added that support the theme of the display.Functional Props: used to physically support the merchandise. (mannequins, stands, panels, screens, etc)Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc)Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc)28-Nov-1656

28-Nov-1657

28-Nov-1658

28-Nov-1659

Signage It is the design or use of signs and symbols to communicate a message to a specific group, usually the purpose of marketing or a kind of advocacy.Includes individual letters and complete signs. Often on some kind of holder.Can tell a story about the goods.Should try to answer customers questions.Should be informative and concise.Can include prices, sizes, department location.

28-Nov-1660

Window DisplaysSeen from outside of the store.First contact with the customer.Can have a series of windows.Advantages of Window Displays:Establish and maintain an imageArouse curiosityDisadvantages of Window Displays:Expensive to design and maintainRequires spaceMerchandise can get ruined (sun ,etc)Glare28-Nov-1661

Types of Window DisplaysEnclosed windows: have a full background and sides that completely separate the interior of the store from the display window.Ramped windows: floor is higher in back than in frontElevated windows: from 1 to 3 feet higher than sidewalkShadowbox windows: small, boxlike display windows28-Nov-1662

28-Nov-1663

Types of Window DisplaysSemi-closed windows: have a partial background that shuts out some of the store interior from those viewing the windowOpen Windows: have no background panel and the entire store is visible to people walking byIsland windows: four-sided display windows that stand alone, often in lobbies.28-Nov-1664

28-Nov-1665

28-Nov-1666

THANK YOU28-Nov-1667