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VisualMerchandising        Chapter 18
Visual Merchandising   Encompasses all of the physical elements that      merchandisers use to project an image to        ...
Are responsible for:             ◦ the total merchandise or service               presentation             ◦ the overall b...
Elements of Visual Merchandising1. Storefront2. Store Layout3. Store Interior4. Interior Displays
 Sign Logo Marquee Exterior design Ambiance LandscapingStorefront
   Selling space                  Storage space                  Personnel space                  Customer spaceStore ...
   Color   Lighting   Graphics   Paint   Fixtures                 Origins CosmeticsStore Interior
More store interiors
Types of Interior Displays
Architectural Display
Open Display
Closed Display
Point of Purchase Displays
Store Decorations
• Provide a brief introductionWindow Displays     about the merchandise                  • Strengthen traffic and sales   ...
Design & Display Tips   Use complementary colors to create    contrast   Lines within displays direct viewer’s attention...
Lighting can help merchandise look more attractive  ◦ Display lighting should be 2 to 5 times stronger than    store’s gen...
Recap:   Visual merchandising is promoting the sale    of goods, especially by their presentation in    retail outlets  ...
Useful Tips                 Display products in a CREATIVE way                 Use accent lighting to feature products  ...
Provide utility:It’s all about the     customer   experience!
Chapter 18 visual merchandising
Chapter 18 visual merchandising
Chapter 18 visual merchandising
Chapter 18 visual merchandising
Chapter 18 visual merchandising
Chapter 18 visual merchandising
Chapter 18 visual merchandising
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Chapter 18 visual merchandising

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  • You may think “Mrs Johnson” I know what VM is… I’ve been to the mall. But we often don’t realize all of the foresight and planning that goes into creating a favorable customer experience and how this ultimately portrays the company’s image. It directly affects our buying decisions whether we realize it or not.
  • Design of the sign should be original and easily recognizable. The name letters, materials and colors that are used help create the store’s image. And upscale department store might use an elegant script while a toy store would use bright primary colors to reinforce a youthful and playful image.A Marquee is an architectural canopy over the store entrance. Example would be movie theatres listing show times.Entrances are usually designed with customer convenience and store security in mindWindow displays- initiate the selling process, create excitement and attract prospects.
  • Selling space is used for displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow.Storage space is used for items kept in inventory or stockrooms (what is inventory again?)Personnel space is allocated for employees, office space, lockers, lunch breaks, and restrooms.Customer space is designed for the comfort and convenience of the customer : in store restaurants, seating, lounges, and recreation areas for children.
  • Once the general placement of store merchandise has been decided, store personnel can develop the visual merchandising approach for the interior.Mannequins, decorations, comfortable seating, and innovative props all create a memorable shopping experience. Floor and wall colorings, lighting, colors, signs, and graphics greatly impact the customer’s experience and their image of the store.
  • Apple is about imagination, design, and innovation.
  • Clear brand image on each checkout counter... And notice the height of the brand? At child heightLighting includes: bright colors
  • What store is this? What makes it so easy to identify? Sex appeal… Image “you’ll be more attractive if you wear our clothes” targeting teensNotices how strategic the lighting is. May mirror a club?
  • Could be seasonalVonZipper or Electric Goggles fish bowl – shop actually got fish.
  • What business image does this store layout reveal?
  • Transcript of "Chapter 18 visual merchandising"

    1. 1. VisualMerchandising Chapter 18
    2. 2. Visual Merchandising Encompasses all of the physical elements that merchandisers use to project an image to customersGoals: Improve service Educate the customer Increase productivity levels Reinforce store image
    3. 3. Are responsible for: ◦ the total merchandise or service presentation ◦ the overall business/brand image ◦ and the building and placement of design elements Are active members of the marketing teamVisual Merchandisers
    4. 4. Elements of Visual Merchandising1. Storefront2. Store Layout3. Store Interior4. Interior Displays
    5. 5.  Sign Logo Marquee Exterior design Ambiance LandscapingStorefront
    6. 6.  Selling space  Storage space  Personnel space  Customer spaceStore Layout
    7. 7.  Color Lighting Graphics Paint Fixtures Origins CosmeticsStore Interior
    8. 8. More store interiors
    9. 9. Types of Interior Displays
    10. 10. Architectural Display
    11. 11. Open Display
    12. 12. Closed Display
    13. 13. Point of Purchase Displays
    14. 14. Store Decorations
    15. 15. • Provide a brief introductionWindow Displays about the merchandise • Strengthen traffic and sales • Attract interest
    16. 16. Design & Display Tips Use complementary colors to create contrast Lines within displays direct viewer’s attention Effective displays have a Motion should accentuate merchandise not overpower it
    17. 17. Lighting can help merchandise look more attractive ◦ Display lighting should be 2 to 5 times stronger than store’s general lighting ◦ Colored lighting can create dramatic effects
    18. 18. Recap: Visual merchandising is promoting the sale of goods, especially by their presentation in retail outlets Adds information utility Increases store traffic and sales volume
    19. 19. Useful Tips  Display products in a CREATIVE way  Use accent lighting to feature products  Change displays daily/weekly  Color matters very much, so use it  Merchandising themes enhance experience
    20. 20. Provide utility:It’s all about the customer experience!
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