Visual Merchandising

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Visual Merchandising

• Mall Assignment

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BELL RINGER
Choose one of the stores you frequent and write
answers to the following questions

• Where is the store located? What does its
  location say about how exclusive it is or isnt?
• What image does the store sign project?
• What does the stores entrance look like
• What is the quality and sophistication of the
  window displays?

• What type of merchandise is displayed in its
  window?
• How is the store laid out?
• How are the fixtures, walls and floors treated?
• What is the lighting like?
• What is the quality of the interior displays?
• What types of customer services are available?

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VISUAL MERCHANDISING

• The Most Important Component in Sales Promotion

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What is It?

• Coordination of all physical elements used to
  project a positive image

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IMAGE

• A unique blend of store characteristics
• Location
• Products
• Prices
• Advertising
• Public Relations
• Personal Selling

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IMAGE
A stores image sets it apart from the
competition.
Used to create a positive shopping experience
that makes customers want to return.
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Visual Merchandising Elements

• Storefront
• Store Layout
• Store Interior
• Interior Design

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Storefront

• Signs
• Marquee
• Entrances
• Window Displays

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Signs

• Letters
• Materials
• Colors

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Marquees

• Extends over a stores entrance
• Example Movie Theater

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Entrances

• Convenience
• Security
• Features
• Number of
• Type of
• Climate Controlled

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Window Displays

• Selling process begins here
• Attract with merchandise and atmosphere
• Types
• Promotional
• Institutional

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Store Layout

• The way store floor space is used to promote
  sales and serve customers.
• Selling space
• Merchandising space
• Personnel space
• Customer Space

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Store Layout Specialists

• Decide the best location for different types of
  merchandise.
• Determine which products and services should be
  located closest to
• Doors
• Exits
• Elevators
• Parking Lots

• How much selling space to have
• Type of interior and window displays
• Design traffic patterns to promote extended
  shopping

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Interior Displays

• Displays generate one in four sales
• Can enable customers to make selections without
  personal assistance
• Five types
• Architectural displays
• Store Decorations
• Open Displays
• Closed Displays
• Point-of-Purchase Displays

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Different sales situations call for different
type of displays
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Visual Merchandising Assignment

• Go to Mall
• Record Merchandise in the window
• Entrance of the building
• Store Layout
• Classify the overall image of the store and
  whether the window displays conform to the
  overall image
• Rate on a scale of 1-5 the storefront signs,
  marquee, entrances, window display, what type of
  store layout is used, conforming of the stores
  interior to the overall effect and what type of
  interior display was used.
• Take a picture or make a sketch of the best
  display and explain why you rated it the best.