Visual Merchandising

What is Visual Merchandising?

• Visual merchandising is the presentation of a store and its merchandise in ways that will attract the attention of potential customers and motivate them to make purchases. 

Objectives

• Define visual merchandising and understand its goal.

• Identify different merchandising techniques and themes.

• Identify the major areas of merchandising and display within a store and the purpose of each.

The Purpose of Visual Merchandising

• The goal of visual merchandising is to set a MOOD that will turn shopper's heads!

• The use of visual effects to increase sales!

Merchandising Techniques

1. Permanent/Total Environment Merchandising – A permanent store setting that remains

constant throughout the year and enhances the merchandise

Ex: Disney World, Universal Studios, Epcot, the original Banana Republic, Hard Rock Café

Merchandising Techniques

2. Themes: Semi permanent store settings that change depending on the retailers merchandising philosophy and schedule.

– Usually featured as a Theme

Merchandising Themes

SEASONAL - Summer (Easter - May), Fall (August), Winter (October-November and January), Spring (mid-February) 

HOLIDAYS - Christmas (at least 6 weeks), President's Day, Easter, Parent's Days (Mother's and Father's Day), Valentine's Day (February), Columbus Day (October)

CREATIVE THEMES - merchandise-oriented display that is a result of the ingenuity of the display persons and their inherent creativity (sporting events, grand ballroom festivities)

Merchandising Themes

INSTITUTIONAL THEMES - themes based on the organization's interests, activities, and image; builds an image of the store in the customer's mind (celebrating the millennium, saluting a charity) 

SPECIAL EVENTS AND PROMOTIONS - sets the mood for a particular spectacular (lighting of the Christmas tree in Chicago's grand atrium, Macy's annual Flower Show in NYC) 

Where do retailers use visual merchandising?

Four areas of display in a retail store

• Storefront

• Store Layout

• Store Interior

• Interior Displays

STOREFRONT Includes:

– Signs

– Marquee

– Entrances

– Window Displays

STOREFRONTMarquee: sign used to display

store’s name

•Attracts attention

•Location

•Projects initial image

STOREFRONTEntrance: types of

doors/doorways

• Customer convenience

• Store security

• Image projection

STOREFRONTWindow displays

―Attract attention

―Suggest merchandise within

―Suggest store atmosphere