“The Visual Sense is the strongest developed in humans”

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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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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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How stores use floor space to facilitate and promote sales and serve customers.
Typical layout is divided into four distinct spaces:

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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

used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow
for items kept in inventory or stockrooms

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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Neiman Marcus

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Dick’s Sporting Goods

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Urban Outfitters

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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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Model rooms that allow customers to see how merchandise might look in their homes

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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, modification OR NEW visual merchandising display or component
4) Prepare PPT presentation to present to class that summarizes your proposal
5) Rubric provided VisualMerch.Mkt.1.Rubric.docx