retail locations 2


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retail locations 2

  1. 1. Part 2
  3. 3. Visual merchandising • Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. • It is a merchandising technique which effectively uses the design of an environment via visual communications, lighting, colors, music and scent to stimulate customers’ perceptual and emotional response and ultimately to affect their purchase behavior. • By definition, merchandising is the planning and promotion of sales by presenting a product to the right market at the proper time, by carrying out organized, skillful advertising, using attractive displays, etc. while visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets.
  4. 4. Visual Merchandising Fixtures • Straight rack • Rounder • Four way fixture • Gondolas Presentation techniques • Idea oriented • Style/item • Color • Price lining • Vertical • Tonnage • Frontal Atmospherics • Lighting • Color • Music • Scent
  5. 5. Straight rack Rounder Four way Gondola
  6. 6. Presentation technique • Idea oriented: • Merchandise based on specific idea or the image of the store. • Eg woman fashion, furniture. • Individual items are grouped to show customers how the items could be used or combined • Encourages customers to make complementary purchases • Usually merchandise by same vendor is grouped together
  7. 7. Presentation technique • Style/item: • common way of organizing item or stock. • Eg grocery,drugstore. • easy to locate the items by this method
  8. 8. Presentation technique • color: • used to display the seasonal trends
  9. 9. Presentation technique • Price lining: • offer a limited number of predetermined price points. • helps customers easily identify the merchandise at the price they wish to pay
  10. 10. Presentation technique • Vertical Merchandising: • presented using walls and high gondolas • customers shop like from left to right, going down each column, top to bottom • organize merchandise to follow natural eye movement • put national brands at eye level and store brands at lower level- scan from top to bottom
  11. 11. Presentation technique • Tonnage Merchandising: • larqe qtys of merchandise displayed together • customers equate tonnage with low price- following retailer adage” stock it high and let it fly” • used to enhance and reinforce stores price image
  12. 12. Presentation technique • Frontal Merchandising: • retailer exposes as much as merchandise possible to customers eye
  13. 13. Atmospherics • Refers to the design of an environment through visual communications, lighting, colors, music,and scent to stimulate customers perceptual and emotional responses and ultimately to affect their purchase behavior • All elements have to work in tandem
  14. 14. Atmospherics-lighting • Used to highlight merchandise, sculpt space, and capture a mood or feeling that enhances the store image. • Used to downplay the unattractive features of the brand • positively influences customer shopping behavior • good lighting system- helps to create excitement in the store, should compliment the customer • must provide accurate rendition of the merchandise. • cosmetics section- requires more expensive lighting than the grocery section
  15. 15. Atmospherics-lighting • Popping the merchandise: focuses spotlight on key features and areas. • Using lighting to focus on strategic pockets of merchandise trains shoppers eyes on merchandise and draws them strategically through stores • Mood creation: to promote warm and cozy ambience-incandescent lighting. • Downplay features
  16. 16. Atmospherics • Color: creative use of color can enhance a reatilers image and help to create a mood • For eg warm colors-red and yellow- excitement • cool pastels- blue/pink- create calm
  17. 17. Atmospherics • Music: can either add or retract from a retailers total experience. Can affect customers buying behavior • Scent: Most buying decisions are based on emotions. Smell has impact on emotions such as- hunger, happiness, disgust and nostalgia. Scent with music has positive impact on impulse buying behavior and customer satisfaction. Neutral scents: produce better perceptions than no scent. Customers in scented stores think that they spend less time than those in unsecented stores. Improve customers shopping experience
  18. 18. Art store display
  19. 19. Selfridges- power of words