Visual Merchandising
And
Window Displays
CHRISTINE McAULEY
RETAIL OPERATIONS MANAGER
THE TRUSSELL TRUST
2014
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
What is Merchandising?
The primary purpose of merchandising is the presentation of products
in a way that causes them to be sold quickly, and at the highest
possible retail margin.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Why is merchandising important?
Customers are led by attractive eye catching displays and the use of
these enables us to stand out from our competitors.
It’s purpose is to attract, engage and motivate the customer towards
making a purchase.
For those who enjoy it, it can be rewarding and satisfying, for those
who don’t love it though it can become a neglected chore that falls
to the bottom of their to-do list.
When in doubt remember our Top Tips:
1. Keep it simple
2. Encourage touch
3. Move it around
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Creativity & Possibility
Merchandising takes creativity and passion. How
much this happens in your store depends on you.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Why is Merchandising Important?
Merchandising
makes it easier
for customers to
shop.
Assists customers
with the
possibilities of
coordinating and
accessorising.
Merchandising also seduces and
charms your customers into add-on
sales.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Which one would you remember?
A or B
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Creating Themes &
Stories
Dare to be different.
Unusual and big displays attract
interest. People love novelty and
something they haven't seen before.
Look for inspiration from the Internet,
films, books and most importantly other
retailers. Do some research around
events throughout the year both
nationally and in your local area.
Think about using special events such as
Mothers Day, Valentines, back to school,
festivals and local events.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
The effect of bright colours
Bright colours add
impact and this works
not only for fashion and
home decoration but
also for accessories etc.
1. Decide on your
colour scheme
2. Avoid using too
many colours (two
or three work best)
3. Choose the
products you want
to use
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Coordination
Using colours that coordinate
together is a way to entice
customers to be more
experimental.
You can often use this
matching technique to offer
the customer quick and easy
solutions to finding items
that work well together.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
How to get it right!
Use co-ordination to show how outfits can work together. The same
colour palette has been used to inspire 3 different generations.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Block colour
A block colour pallet
used well can create
depth and interest to a
window. It is also
useful when you want
to combine different
types of stock.
This display contains
clothing, bric a brac,
books, toys and
electrical items.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Merchandising Basics
Be experimental; often the most inspiring displays are ones which use
everyday objects in an unusual way.
Be creative but stand back & ask
yourself, does it work?
Old suitcases,
baskets,
pallets can make
interesting props.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Keeping it Simple
Quantity doesn’t always mean
quality...... with displays sometimes less
give a bigger impact
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Symmetry and
Balance
Whatever the display, neat and tidy should
be your overall effect.
Balance things out. Your display doesn't
need to be perfectly symmetrical, but it will
help if you try to mirror the effect.
Critique what you have put together, stand
back and look at the display from different
angles.
Maintain balance by using repeats of odd
numbers, use 3s and 5s as these are often
more aesthetically pleasing to the eye.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Displays
•Keeping items with coordinating
colours, patterns, textures or
functions together will help
structure and balance your display.
•Depending on the style and size
of your display, aim to have at
least one main focal point that
draws your customers in.
•Use props to add height and
create a more imposing feel to
your displays.
•Height will make your focal point
stand out.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Bric-a-Brac Displays
Customers want to
see your best
stock at eye-level.
The best way to
work with height
is to balance it
out by creating a
pyramid or
stepped display.
It allows the eye
to naturally travel
down.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Display Kits
Every shop should have a basic display kit. (Dress maker pins, nylon string,
clothes pegs, perspex, double sided tape)
Often the cheapest props are the most effective; washing lines and pegs
are great for displaying clothes, fabrics etc.
Ideas: If you have an idea for a display you would like to do, talk it over
with your team. Spend time planning ahead, finding or creating props and
most important, sourcing enough stock to fill up as items sell.
Experiment with everyday found objects.
Upcycle: Does an item need a little attention to make it
fabulous and useable?
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Merchandising Basics
•Use the right merchandising style for the product type.
•Add variation to your displays on frequent basis.
•Arrange to have extra items to fit within your theme should an item sell.
•Consider how practical and possibly how functional the display has to be.
Does your display enhance the product?
•Be experimental; often the most inspiring displays are ones which use
everyday objects in an unusual way.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
What not to do!
Handwritten signs NO!
View obstructed, items on the floor, empty
shelves are H&S issues not only for customers,
but staff and volunteers
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
What not to do!
However well intended,
handwritten signs and cellotape
cheapen the look of your shop,
even when done in a somewhat
creative way
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What not to do!
What message is this shop window portraying to a potential customer?
Remember! Your window is your major selling tool to increase footfall and
sales
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Common Errors
Too much merchandise shop looks cluttered and
messy
Too little merchandise shop looks bare and
uninviting
Too many props confusing to the customer
what's for sale.
Can look over
complicated. Lack of
attention to detail – looks
unprofessional.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Common Errors
If you don’t have enough stock to
fill a section.... change it.
Nothing looks worse that half
empty shelves, and this also has
an impact on your sales.
If it’s not on your shop floor how
can you sell it?
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
Common Errors
Lack of underlying theme - if it looks weak and half hearted
your efforts are in vain.
Customers need a strong message but
over the top/tacky can also have a
negative effect.
Poor housekeeping standards - nobody wants to buy unloved goods from a
dirty shop.
Cleanliness reflects an impression on your customers.
Always aim to have high standards.
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How are we viewed?
Trussell Trust retail outlets are considered
leaders in the field of charity retail.
We are admired by
our competitors;
Our dedication to
our customers and
volunteers is
second to none
We are known for
the positive impact
we create for
people in crisis
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This is an example slide for chapters
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