PROMOTION

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PROMOTION
8.04 Examine the use of visual merchandising and
display in promoting a business
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Visual Merchandising
The coordination of all physical elements in a
place of business so that it projects the right
image to its customers
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Display
The visual and artistic aspects of presenting a
product to a target group of customers
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Elements of Visual Merchandising

• Storefront
• Store layout
• Store interior
• Interior displays

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Storefront
The total exterior of a business

• Marquee

A sign that is used to display the stores name
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• Entrances

• Window displays

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Store layout

• The way store floor space is allocated to
  facilitate sales and serve the customer

• Selling space
• Merchandise space
• Personnel space
• Customer space

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Store Interior

• Floor and wall coverings
• Lighting
• Colors
• Store fixtures

FixturesStore furnishings, such as display
cases, counters, shelving, racks, and benches
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Interior Displays

• Interior, or in-store displays generate one out
  or every four sales they enable customers to
  make a selection without personal assistance

• Closed displays
• Open displays
• Architectural displays

• Point-of-purchase displays
• Store decorations

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Display design and preparation

• What is the image of our business?
• Who are our customers?
• What kind of merchandise concept is being
  promoted?
• Where will the display be built and located?
• What merchandise will be displayed?
• How will the selection of merchandise affect the
  displays design? How will it affect our
  businesss image?

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5 steps to designing and building a display

• Selecting the merchandise for display.
• Selecting the type of display.
• Choosing a setting type.
• Manipulating the displays artistic elements.
• Evaluating the completed display.

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Display maintenance

• Displays should be checked daily for damage or
  displacement caused by customer handling.
• Missing merchandise should be replaced
  immediately.
• Lights should be checked periodically and
  replaced as necessary.
• Display units and props should be cleaned and
  merchandise dusted on a regular basis.