Retail visual merchandising


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Retail visual merchandising

  1. 1. Overview Layout design of department stores Storefront design Design of inside the mall New trend in retail architecture
  2. 2. …department store layout… Amy Tong
  3. 3. Department store layout design
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  15. 15. …Storefront design… Jenna Drupsteen
  16. 16. Storefront Design Design to Evoke Emotion Retail environments must strive to create favorable store experiences. Arousal is an activated, excited, or stimulated response to the environment. It can cause physiological changes such as change in heart rate and blood pressure. Pleasant and decorative retail environments. Positive stimulation in retail environments, such as the presence of favourable colours, music or shapes.
  17. 17. Storefront Design Design Tools Different tools can be used to attract the attention of a shopper or a person passing by. These can include: • Window displays • Signage • Decorations • Displaying sale items There are also a number of ways to evoke a person’s emotions or feelings by playing with their senses. This could include: • Music • Lighting • Colours, textures and shapes • Tactile objects • Smells and taste
  18. 18. Storefront Design Consumer Behaviour and Buying Habits Customer Satisfaction is comprised of three emotional states that can be used as predictors of consumer behaviours: • pleasure • arousal • dominance There are also many different buying habits which have been evoked from stimulating certain emotions and sensory perceptions. Senses such as: • Hearing music • Smelling scents
  19. 19. Storefront Design Negative Shopping Experience There also exist negative uses of store displays and advertising which would repel customers. Negative stimulation, such as: • Lack of service • store clutter • Crowdedness • Long line-ups This can cause customers to get frustrated, to avoid the store or to leave and not return.
  20. 20. …design of inside the mall… Soo Ryun Baik
  21. 21. Space Design of Inside the Mall Redesigning the store environment • • Why is it important to design a store attractive to customers? Renovation brings 10-40% sales increase with: (based in New Delhi) - Renewed consumer interests - Sense of continuity and trust for both customer and staff: - Customers appreciation of new design of the store - Better management of space and merchandise before after
  22. 22. Space Design of Inside the Mall Use of Lighting and Space Perception • Overuse of Fluorescent Lighting in Traditional Stores • Mix of different light levels helps - to create comfortable ambiance not distracting - to differentiate the areas of the store - to stimulate the mood of customer as they walk around the store - to emphasize on certain products over the others
  23. 23. Space Design of Inside the Mall Colours / Textures • Light Colours: - Clean display - Focus on illumination of lighting • Contrasting Colours: - Strong visual impact: focus on merchandise - May repel customers when misused
  24. 24. Space Design of Inside the Mall Effective Signage • Communication through Text / Graphic messaging • Avoid overuse/ underutilized the signage • Balance between giving customers enough information and preventing the cluttered store look
  25. 25. Space Design of Inside the Mall Designing for Shopper’s Experience • Retailers focus on shopper’s experience by: - Designing a store that suits customer’s lifestyle - Creating an entertaining environment - Offering an ownership experience of the product
  26. 26. …new trends in retail architecture… Kristina Yovcheva
  27. 27. New trends in Architecture New Trends in Architecture • • • • Removing the barriers between inside and outside space Dynamic exterior planning Relationship between our culture and lifestyle and retail designs Digital technologies
  28. 28. New trends in Architecture Materials Designers and Architects are mixing materials and textures to create layers of interest: • Glass with metal, plastic with wood, translucence with opacity. • Pattern and texture can be created by mixing the best of the industrial and the natural. All images courtesy of Blog/AIA05-florian.jpg
  29. 29. New trends in Architecture Visual Impact • • Design is about creating an experience and evoking emotions from those who interact with it. The range can go from calm and relaxing to energizing dex.cfm?Fuseaction=displa y&ContentID=154
  30. 30. New trends in Architecture Creating a Fantasy Environment • • • Entertainment and relaxation activities Creating up-scale environment Using new technologies
  31. 31. trends advertising layout products How are shoppers attracted to a retail environment and enticed to make a purchase? lighting marketing need architecture Design of space packaging display goods and services want signage