Chapter 18
Visual
Merchandising
Marketing 1B
Spring Semester 2006
LaValley
Table of Contents
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Display features
What is Visual Merchandising?
Elements of Visual Merchandising
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Storefront
Store Layout
Store Interior
Interior Displays
Table of Contents Continued…
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Artistic Design
Display and Design Preparation
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Selecting Merchandise
Selecting Display
Choosing a setting
Manipulating Artistic Elements
Evaluating displays
Display Maintenance
What is Visual Merchandising?
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Definition
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The coordination of all types of physical elements
in a place of business that are used to project the
right image to its customers
The Right Image
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Invites interest in the merchandise
…come hither….
Encourages purchasing
Makes the customer feel good about where
he or she is doing business
Creates a vision of the organization
Draws in the customer
A Successful Business…
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Creates the following..
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Distinct
Clear
Consistent image
ALL FOR THEIR CUSTOMERS!!
A good image sets a business apart from
the competition.
Image is….
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A blend of the
following
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Store characteristics
Location
Products
Prices
Advertising
Public relations
Personal selling
Visual Merchandise
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Where is it used??
Manufacturers’
showrooms
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Trade Shows
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Weathershield
SHOT Show, Las Vegas
Conventions
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ATA, Indianapolis
Visual Merchandise continued…
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Involves the visual and artistic aspects of the
entire business environment
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Visual Merchandising and displays are NOT the
same thing!!
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Display is the visual and artistic aspects of
presenting a product to a TARGET group of
customers.
Increase in VM…why??
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Growth of “self-service”, “superstores”, and
“box stores”
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Walmart
Little personal selling
Products MUST sell themselves!
Example…
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Box Stores
Develop GIANT signs
Graphics
Banners
Usually to a
DESIGNATED part of
the store.
Elements of Visual Merchandising
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Create a positive
shopping experience
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Make your customers
want to return!
Key Store Elements
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Store front
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Store layout
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Store interior
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Interior display
Store Front
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The total exterior of a
business
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Store fronts include…
Store’s sign
Marquee
Outdoor lighting
Banners
Planters
Awnings
Windows
The building itself!
How important is the store front??
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VERY IMPORTANT!!!
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This projects the image of the store
Signs
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First impressions
Make a statement!
Original
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Easily recognizable
Letters, building materials,
colors are used to help
create the stores image
Designed to attract
attention
Marquee
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Architectural canopy
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Extends over a store’s entrance
More prominence
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Think…Bloomingdales, Saks, movie theaters..
Entrances
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Customer convenience
Store security
How many entrances?
Types of entrances
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Revolving
Push-pull
Electronic
Climate controlled
Window Displays
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Display windows
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Attract attention
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Begin the selling process before the customer
walks in the store!
Suggesting type of merchandise and atmosphere
of the store
Two different kinds
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Promotional display
Institutional display
Promotional Displays
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Promote the sale of one product, a line of
related products, or a variety of products
How do they do that!?
Emphasize a theme
Promote storewide events
Institutional Displays
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Promote the store (instead of the product)
Image
Focus on public causes, worthy ideas, or
community organizations
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Show the business is interested in the
community
Store Layout
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The way store floor space is used to
facilitate and promote sales
Best serve the customer
Four different kinds of space
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Selling space
Merchandising space
Personnel space
Customer space
Store Interior
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After general placement of merchandise is
established, visual merchandising is
decided.
Selection of floor and wall coverings,
lighting, colors, store fixtures
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EX: Supermarkets vs. Specialty stores
Store Interior continued…
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Colors
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Bright colors vs. pastels
Fixtures
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What kind??
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Permanent or movable
What about walls??
What image do you want to project?
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Walmart vs. Specialty shop
Store Interior continued…
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Store aisles
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Width…different widths create different images
Merchandise
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Size, variety, and quality of the merchandise
Brand names vs. Generic
Interior Displays
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Displays generate ONE out of every FOUR sales!!
If done well…customers make a selection without
assistance!
Five types
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Closed displays
Open displays
Architectural displays
Point-of-purchase displays
Store decorations
Interior Displays continued…
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Architectural displays
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Store decorations
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Allow customers to handle the merchandise
Closed displays
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Seasonal or holiday displays
Open displays
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Model rooms
See but don’t touch!
Point-of-Purchase displays
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Impulse buying!
Interior Displays continued…
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ID’s use fixtures and props to showcase
merchandise
Create a clean and organized visual display
Group merchandise by type
Most stores are a combination of all display
types
Displays compliment each other, and
create a positive buying experience.
Interior Props
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Two different kinds
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Decorative
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Decorative
Functional
Background scenery used to indicate a season
Create an interesting setting
Functional Props
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Items for holding merchandise
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EX: Mannequins and shirt forms.
Artistic Design
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Display Design and Preparation
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FACT: Displays have three to eight
SECONDS to attract a customer’s
attention, create a desire, and sell a
product.
Display and Design Preparation
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Involves the following five steps:
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Selecting Merchandise for display
Selecting the display
Choosing a setting
Manipulating Artistic Elements
Evaluating completed displays