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

1. What is the image of our business?
2. Who are our customers?
3. What kind of merchandise concept is being
   promoted?
4. Where will the display be built and located?
5. What merchandise will be displayed?
6. 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

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

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Display maintenance

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