EASTERN NATIONAL
Visual
Merchandising
Basics
WHAT IS VISUAL MERCHANDISING?
Visual
merchandising is the
way one displays goods for
sale in an attractive manner
with the end purpose of
making a sale.
 The
purpose of this PowerPoint is to give
you the basics of visual merchandising so
that you can create attractive sales
displays in your store. Employees are
expected to adhere to these basic
principles of visual merchandising when
stocking and creating displays in any
Eastern National store.
BOOKS

Books should be
displayed cover out.
The price tag should
be affixed to the
back cover. At times
you may need to
display a small
number of books
spine out because of
space restrictions
but this should be a
rare occurrence.
DISPLAY MERCHANDISE VERTICALLY AS MUCH
AS POSSIBLE
All products easy to see
Hard to shop
MERCHANDISE DISPLAYED ON DIFFERENT LEVELS
CREATES A MORE INTERESTING DISPLAY
Use risers to display items
at different levels.
Risers can be made out of
boxes covered with fabric, glass
blocks from the hardware store
and even bricks.
A branch found at the park
creates an interesting display
with Audubon birds and
butterfly puppets
EASELS
Book Easels are available by transfer from
the Eastern National Warehouse
Book Easels
4"W x 5-3/4"H x 2-1/2"D Wood
6"W x 10"H x 2-1/2"D Wood
4 7/8"H x 3 5/8"W x 4 1/4"D Acrylic
7 1/4" H x 6" W x 5 1/4" D Acrylic
10 3/4"H x 8 1/4"W x 7 3/4"D Acrylic
Please remember that we are only allowed a small
supply, so only order them as replacements for broken
ones, not to replace an entire store. Also, in order to
keep freight costs down, please wait until you need
other supplies before ordering so they can be packed
together.
KEEP DISPLAY SHELVES FULL
Nothing to see here
Wow - look at all those
great Passport items
Avoid sparsely filled shelves. Even if you have to repeat titles or
items to fill the space. An empty look does not excite, interest or
prompt purchases.
EMPTY HOOKS AND SHELVING


Remove any empty hooks and replace them when
new product comes in.
When inventory is low it may be necessary to
remove shelves from a sales fixture. Reposition
the remaining shelves so that the shelves are
evenly spaced.
TOP 30 AND EASTERN NATIONAL PRODUCT




Always make sure to keep top 30 items and EN
product in stock.
Contact your regional manager to reorder top 30
items if you run out before the next trial report.
Eastern National product can be obtained by
transfer from the warehouse.
Make sure that these products are easy for
visitors to locate in the store.
SEASONAL DISPLAYS
The first 10 feet in at the entrance of the store is
the best place to create a seasonal display
FABRIC
Use contrasting fabric to
highlight your merchandise.
Fabric can be a great visual
merchandising tool if used
correctly.
The bust of George Washington
is easy to see against the dark fabric.
The blue candle holders are
difficult to see when displayed
with blue fabric.
FABRIC
When using fabric make sure that rough edges are not visible.
Use iron on fabric tape such as Stitch – Witchery to make a neat hem.
BROKEN FIXTURES AND ACRYLIC
Notify your regional Manager
when you have broken or
damaged store fixtures. Don’t
wait until they make a visit
and discover it on their own.
Throw away any broken acrylic
shelving that have sharp edges
that could potentially cut a
visitor or staff member.
NO TAPE!
Packing tape is not a merchandising aid.
tape
If tape is used it should never be visible. Secure display
merchandise with clear silicone caulk or Stick Tac – both
can easily be removed .
How to hang pictures on historic walls
3M makes a variety of hooks that won’t harm historic walls
and are easy to remove. The hook shown above was used
to hang heavy framed pictures at Appomattox. Be sure to follow
the recommended number of hooks needed for the weight of
picture and frame.
CLEANING IS PART OF MERCHANDISING
Nothing takes away the perceived value of your
merchandise more then a dusty display. Change
displays a least once a month to keep them fresh.
 Use Goo Gone to clean sticky residue left from
price tags and tape.

SIGNAGE
Do display computer generated
signs in a sign holder
Don’t display shop worn signs
taped to the wall
SOURCES FOR SIGN HOLDERS


Staples sells a 3 pack of 8 ½ x
11 sign holders for under $10.00
and can be ordered with your
other office supplies.
You can also make requests to
your regional manager for
slatwall acrylic sign holders.
ALL HIGH END MERCHANDISE SHOULD HAVE
INTERPRETIVE SIGNAGE
Interpretive signage on high end
merchandise informs the visitor
that the item is special and
enhances the item perceived
value.
FRAMING
All posters and prints should be displayed framed or laminated. Custom
framing can be very expensive. Stock frames purchased at Wal – mart,
Hobby Lobby or Michaels are a cost effective alternative. For the most
part posters and prints come in standard sizes and it is not difficult to
find the size frame you need.
If you have an odd size poster or print and can’t find a stock frame to fit
use a stock frame one size larger. Cut a piece of poster board to fit the
frame. Choose a color that compliments the poster – black or dark colors
work the best. Mount the poster on the poster board using a glue stick.
Using a glue sick will allow you to reposition the poster on the poster
board in case you don’t get it straight the first time.
AND LAST BUT NOT LEAST
THE SALES COUNTER IS NOT PART OF THE
STOCKROOM
Do
Don’t
Keep the desk neat and ready for making the sale.
EASTERN NATIONAL
VISUAL MERCHANDISING CHECKLIST

Top 30 and EN products in stock

Shelves and floor fixtures are fully stocked – no empty shelves or pegs

Fabric is clean and in good condition – no visible ragged edges

Shelves and displays are dust free

Store signage is computer generated, in good condition and information
is correct

High end merchandise is displayed with interpretive text

Sales counter and desk are neat and free of clutter