Visual Merchandising and Display

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Visual Merchandising and Display

• Chapter 18

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1) Visual Merchandising Definition

• A) Coordinates all of the physical elements in a
  place of business to project an image to
  customers.
• B) Visual Merchandising is sometimes used
  interchangeably with Display but they are
  different

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2) Display Definition

• A) Is much narrower concept and makes up only one
  element of visual merchandising.
• B) Display is the visual and artistic aspects of
  presenting a product or service to a target group
  of customers
• C) By contrast visual merchandising is the visual
  and artistic aspects of the entire business
  environment

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Successful businesses have a good image

1. Create a distinct, clear and consistent images
   for their customers.
2. A good image sets a business apart from its
   competition.
3. This image is made up of a unique blend of store
   characteristics, location, products, prices,
   advertising, public relations, and personal
   selling

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Successful businesses have a good image

1. An image can include the design and layout of the
   store, its logo and signage, the unique lines of
   merchandise the store carries, the design of the
   stores Web site, distinct promotional or ad
   campaign, and a targeted base of shoppers.
2. A stores image should highlight what sets it
   apart from the competition and attract positive
   attention and loyal customers.

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Role of the Visual Merchandiser

• A) Total merchandise or service presentation to
  build the overall business or brand image
• B) They design, create and maintain the design
  elements of the building and displays
• C) Active members of the marketing team, they
  promote a business image
• and sales of its products

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Elements of Visual Merchandising

• 4 key elements
• Storefront
• Store layout
• Store interior
• Interior displays

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Exterior - Storefront

1. Stores sign or logo
2. Marquee
3. Entrances
4. Window displays

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Store Image

• The store image is the idea of a store in
  peoples minds.
• Store image is created by visual merchandisers
  through the design and décor of the store.

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1. Signs

• Designed primarily to attract attention,
  advertise a business and project brand identity
• Design should be original and easily recognizable
• The name, letters, logo, materials and colors
  create the desired stores image

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2. Marquee

1. Architectural canopy that extends over a stores
   entrance
2. Marquees can display the stores name and its key
   products, hours of operation, phone numbers, URL.
   
3. Marquee is highly visible space for advertising

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3. Entrances

• Designed with
• customer convenience
• store security in mind
• Smaller stores normally have only one entrance
• Larger ones have many entrances
• Entrance from the
• street for pedestrians
• one from parking lot

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4. Window Displays

1. Useful for visual merchandising
2. Initiate the selling process
3. create excitement for products on display
4. attract prospects

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Store Layout

• Use of floor space to facilitate and promote
  sales and serve customers. A typical store is
  divided into 4 distinct spaces
• Selling space
• Storage space
• Personnel space
• Customer space

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Store Layout

• Selling space is used for interior displays, wall
  and floor merchandise, product demonstrations,
  self-service and information kiosks, sales
  transactions and customer traffic flow
• Storage space is for items that are kept in
  inventory stockroom.

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Store Layout

1. Personnel space is allocated to store employees
   for office space, lockers, lunch break, and
   restrooms. Marked with signs so that customers do
   not enter.
2. Customer space is designed for the comfort and
   convenience of the customer sandwiches, soda
   and coffee shops, in-store restaurants, seating,
   lounges, and recreation areas for children

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Store Interior

1. Careful selection of material to create a
   memorable shopping experience
2. Graphics, Signage, Color, and Sound
3. Lighting
4. Fixtures

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Graphics, Signage, color and Sound

• Interior graphics can be used to promote a
  particular product brand and specific line of
  products.
• Provide directions to various departments or
  assist with a special promotional campaign, such
  as demonstration, special sale, or a holiday
  promotion
• Interior graphics and signage are important in
  todays self-service environment. Box stores,
  such as Costco develop giant signs to assist
  customers.
• Overhead digital signage, in-house networks,
  communicates product promotions
• Point-of Purchase graphics that can decorate
  walls, windows, shelves, ceilings, and floors to
  reinforce product and store image.
• Colors appeal to different types of customers,
  bright colors for teens, more subdue colors for
  adults
• Background music can set a mood, reinforce store
  image, encourage customers to shop and announce
  special offerings.

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Lighting

• Draws attention to store areas and specific
  products.
• Large warehouse stores often use fluorescent or
  high-intensity discharge lighting.
• High-end prestige retailers might install
  expensive chandeliers
• Some specialty stores use newer lighting
  technologies such as light-emitting diodes (LED)
  and compact fluorescent lighting (CFL)
• Some choice lightning for environmental reasong
  Starbucks stores use LED lighting, which lowers
  operating costs and reduces energy consumption

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Fixtures

• Permanent or movable store furnishings that hold
  and display merchandise
• Basic types display cases, tables, counters,
  floor and wall shelving units, racks, bins,
  stands and seating areas
• Fixtures are strategically placed to maximize
  sales
• Brightly colored front counters attract impulse
  purchases
• Upscale stores may enhance fixtures by painting
  them or covering them with textured materials
• Discount stores use basic and unadorned shelf
  fixtures.
• The width of a stores aisles is related to its
  fixtures and enhance traffic patterns and buying
  behavior
• Seating area near dressing rooms give the store
  more of an upscale atmosphere

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Interior displays

• Show merchandise, provide customers with
  information, encourage customers to shop,
  reinforce advertisements, and promote a stores
  image.
• One in every four sales is generated by an
  interior display.
• There are five types of interior displays
• Architectural displays
• Closed displays
• Open displays
• Point-of-purchase displays
• Store Decorations

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Architectural Displays

• Model rooms that show customers how merchandise
  can be arranged in their homes.
• This display takes up a considerable amount of
  room so not all stores are able to use these
  kinds of displays

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Closed Displays

• Allow customers to see but not handle merchandise
  without assistance from a salesperson
• Used for valuable items, such as jewelry,
  electronic devices, and other high-value items
  where theft, security, or breakage is a concern

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Open Displays

• Allow customers to handle and examine the
  merchandise without the help of a salesperson
• Shelves, counters and tables
• Efficient way to sell products, important in
  todays self-service selling environment

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Point-of-purchase displays POS

• Stand alone structures that serve as consumer
  sales promotion devices.
• Manufactured units with bold graphics and signage
  that hold, display, or dispense products
• Can be temporary (not restocked), semi-permanent
  (themed promotions and restocked), and permanent
  such as vending machines and ATMs.
• Provide services, directions to products and
  offer tips on usage. Can include computer touch
  screens

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Interactive Kiosks

• Interactive point-of-purchase that are free
  standing, full service retail kiosks are playing
  a growing role in POS
• They are actually computer terminals that provide
  information access
• Place in a variety of locations, stores,
  businesses, shopping malls and airports
• Growing role in point-of-sale and self-serve
  merchandising .
• Interactive Web-based kiosks have high-tech
  screens, immediate product availability, online
  ordering and more reliable technology

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Store Decorations

• Store decorations are displays that may coincide
  with seasons or holidays,
• Bold and colorful banners, signs, and props
  create the atmosphere to encourage holiday
  purchases

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Five Steps

1. Select merchandise for display
2. Selecting the type of display
3. Choosing a setting
4. Manipulate the artistic elements
5. Evaluating completed displays

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Display Design and preparation

• A display has about four to six seconds to
  attract a customers attention
• Create desire
• Sell a product
• Business must target its displays carefully to
  appeal to its customers
• Must carefully consider differences in cultural
  and ethnic perceptions

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Step 1 Select Merchandise for Display

• Merchandise selected will determine the theme and
  other supporting elements
• Merchandise must be visually appealing to attract
  customers
• Appropriate for the season, its target audience,
  and for the stores geographic location

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Step 2 Selecting the Display

• Merchandise determines the type of display and
  equip
• Four basic kinds of display
• Feature one item newly developed product
• Similar products one kind but several brands
• Related products meant to be used together
• Assortment or Cross-Mix of items
• unrelated product lines, has special
• appeal to bargain hunters.

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Props

• Props or properties are objects that hold
  merchandise on display or support the display
  setting
• Classified as decorative or functional
• Decorative props include floor coverings and wall
  treatments
• Functional props include items that hold the
  merchandise, such as shelves or hangers

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Step 3 Choosing a Setting

• The setting a business selects will depend
  largely on the image it want to project. 3 types
  of settings
• A realistic setting depicts a room, area, or
  recognizable locale. Functional props, tables,
  chairs, books.provide the details.
• A semi-realistic setting suggests a room or
  locale but leaves the details to the viewers
  imagination. Decorative props such as beach
  towel, surfing postercreate a beach scene in
  customers mind
• An abstract setting does not imitate reality It
  focuses on form and color rather than reproducing
  objects. Gaining popularity, does not require a
  lot of space.

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Step 4 Manipulating Artistic Elements

• Line
• Color
• Shape
• Direction
• Texture
• Proportion
• Motion
• Lighting

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Line

• Lines are created to direct viewers attention
• Straight stiffness
• Curving freedom
• Diagonal action
• Vertical height dignity
• Horizontal confidence

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Color

• Critical step in display
• Contrast with walls
• Complementary colors
• opposite each other
• Adjacent colors located next to each other
• Triadic colors 3 colors equally spaced from each
  other on the color wheel
• Create specific moods and feelings, such as calm
  or excitement.
• Colors warm side (red/yellow) create a festive
  mood works well with lower-priced merchandise
• Colors from the cool side (blue/green) represent
  calm and refinement. Often associated with
  higher-priced merchandise

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Shape

• Refers to the physical appearance or outline of
  display
• Determined by the props, fixtures and merchandise
  used
• Mass displays have no distinct shape

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Direction

• Moves the viewers eye smoothly through the
  display
• Focal point is the part that attracts attention
• Build in a triangle shape with focal point at the
  top
• Keep display focused

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Texture

• Look of the surfaces in a display
• Smooth
• Rough
• Contrast in texture creates visual interests

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Proportion

• The relationship between and among objects in a
  display
• Merchandise should be the primary focus of the
  display
• Props, graphics and signs should not dominate

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Balance

• Formal balance place large items with large
  items and small items with small items. Equal
  balance on both sides of the display
• Informal balance place several small items with
  one large item within the display.

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Motion

• Animation can be achieved through the use of
  motorized fixtures, mannequins and props
• Used sparingly to accentuate merchandise, not
  overpower it

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Lighting

• Spotlights, floodlights, and rotating, colored or
  flashing lights can highlight individual items.
• Can make merchandise appear more attractive
• 2 5 times stronger than a stores general
  lighting
• Colored lighting creates dramatic effects

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Step 5 Evaluating Completed Displays

• Do displays enhance the stores image, appeal to
  customers and promote the product in the best
  possible way?
• Was a theme creatively applied?
• Were the color and signage appropriate?
• Was the result pleasing?

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Display Maintenance

• It needs to be maintained and eventually
  dismantled
• Check displays daily for damage, displacements,
  or missing items
• Clothing items must be folded and stacked and
  restocked frequently
• Poor maintenance creates a negative image
• Displays should be dusted and cleaned on a
  regular basis