“The Visual Sense is the strongest developed in humans”
Marketing I
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PHYISCAL elements that merchandisers use to
project an image to customers
Use of sales displays and retail floor plans to
stimulate sales
Promotes retail space in the best possible way
to promote sales
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Know your target market (Young/Old?
Income? Lifestyle? Geographics? )
Apply “visual merchandising” to appeal to this
market
Tap in to Emotion (create the mood that will
elicit the emotion)
Customers want to feel good when shopping
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Store Front
Store Layout
Store Interior
Interior Displays
Encompasses a store’s sign or logo, marquee, banners,
awnings, windows, and the exterior design, ambiance ,
and landscaping.
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Designed primarily to attract attention,
advertise a business, and project brand
identity.
Design should be original
Easily recognizable- often conveys “image”
Name, letters, log, materials, and colors are
used to create the desired store’s image
Architectural canopy that extends over store entrance
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Found over most theatre entrances
Highly visible
Business can exploit the space for advertising
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Designed with customer convenience and store
security in mind
Smaller stores usually have one entrance;
Larger stores usually have multiple entrances
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Store planners help determine amount of space
needed for each area
Space design specific traffic patterns to
encourage browsing and impulse shopping
Selling spaceused for interior
displays, wall and floor
merchandise, product
demonstrations, sales
transactions, and aisles
for customer traffic
flow
Storage spacefor items kept in
inventory or
stockrooms
Personnel spaceallocated for store
employees
Customer spacecomfort and
convenience of
customer (snacks, rest
room, kids area, etc.)
Interior fixtures, flooring, wall covering, furniture
lighting, colors, interior signage, and graphics
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Selected based upon target market
All are used to create emotion with customer
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Abercrombie Store
Interior
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Urban Outfitters
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Neiman Marcus
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Dick’s Sporting Goods
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Displays and demonstrates use of products
Five Types of Interior Displays
Closed Displays
Open Displays
Architectural Displays
Point-of-Purchase Display
Store Decorations
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Closed Displays- allow customers to see
product but not handle without assistance
Used for security or to protect fragile items
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Promote impulse buying
More effective at supporting new products
rather than established one
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Allows customer to handle products without
help of salesperson
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Coincide with seasons or holidays.
Banners, signs, props
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Work with a partner to create a Visual Merchandising
proposal for The Falcons’ Nest.
Apply ONE of elements of visual merchandising
discussed in class.( OR THREE different types of
interior displays)
Prepare a PPT presentation that includes:
1) Identify Target Market
2) Develop proposal for ONE visual merchandising change to make
to the Falcons’ Nest.
3) Create a prototype (sample) of the change
4) Prepare PPT presentation to present to class that summarizes your
proposal
5) Rubric provided VisualMerch.Mkt.1.Rubric.docx