The document explores the history and importance of visual merchandising, first introduced by Harry Gordon Selfridge in 1883. It details key interior and exterior elements, such as store layout, lighting, and window displays, that enhance customer experience and sales. Additionally, it discusses marketing strategies for effective visual merchandising and the significance of backdrops in branding and event presentation.

1. VISUAL
MERCHANDISING
BY: PRIYANKA LAMBA
ASSISTANT
PROFESSOR

2. History of Visual
Merchandising
The concept of visual merchandising
was first introduced to retail in 1883
by Harry Gordon Selfridge when he
was working at Marshall Fields and
decided to make products more
accessible to customers by removing
counters and using tables for display
instead. He was also the first to use
windows for merchandise display,
instead of being merely used for lighting
purposes only.
2

3. Introduction
• Visual merchandising is the art of
presentation, which put the merchandise
in focus.
• It educates the customer and creates
the desire to buy.
• It’s a presentation of a store.
• The objective of a store sale promotion
plan.
• A team involved- the senior
management, architects, merchandising
managers, buyers, the visual
merchandising director, industrial-
designers, and staff is needed.
3

4. Interior Elements of Visual
Merchandising
Exterior Elements of Visual
Merchandising
ELEMENTS OF
VISUAL
MERCHANDISIN
G

5. Interior
Elements of
Visual
Merchandisin
g
Store Design
The decoration of the
store to match the theme
delivered to the customer.
This includes the
furnishings, carpets, wall
paintings, shelves and
pictures.
Store Layout &
Planogram
The store plan that
assigns specified areas
of the store to different
product groups.
Display Space
Space used to display
the products.
Signage
Any printed materials
that display the store’s
message to the
customers.
Lighting
Lighting is a very
important element in
creating the store
ambience and in
highlighting specific
focus areas.
Materials
Materials used in VM
include fixtures, props,
frills and marketing
materials.
Colors
Colors play an
important role in
creating a coherent
atmosphere and telling
a relevant story to the
current season.
5

6. Exterior Elements of Visual
Merchandising
Window
Designed to attract
customers into the store
and reflect the current
theme of the store’s
merchandise.
Store Front
The area
surrounding the
store entrance.
6

7. Components of a Store
Image
• Colors
• Theme
• Lighting
• Space
• Sound
• Smell
• Technology
• Use of Banners
• Height & Cleanliness
• Interior representation
• Exterior representation
• Exterior signs
7

8. Marketing Strategies for Visual
Merchandising
• Attract customers from outside of the store
• Group products together
• Maximize exposure to merchandise
• Refresh displays and layouts
• Online visual merchandising for e-commerce
• Create a seamless shopping experience
• Present your products in the best light
• Personalize the shopping experience
• Optimize your store for mobile
• What’s in store
• Tell a Story/ Storytelling
• Be Specific with Signage
• Window Display attract foot traffic
• Sales team knowledge
• Analyse weekly sales & change display
8

9. A backdrop is an effective means of passing across a
message, emphasizing the theme of the event,
promoting a product, or creating recognition for a brand.
Backdrops are a flexible branding solution that impacts
positively on an event and leaves a lasting impression.
Backdrops are important as they can enhance events.
Backdrops are a cost-effective option for advertising and
value-building for a brand. Backdrops sometimes
prominently display a brand’s logo or message without
the need for an overly-aggressive sales pitch or
presentation.
Backdrop Presentation
9

10. Elevate the
Theme and
Décor of any
Event
Backdrops
Hide The
Imperfections
Of The Venue
Wide Range of
Color, Material,
and Style
Durable And
Reusable
Easy To
Customize And
Personalize
Importance Of Backdrop Presentation
10

11. Backdrops Can
Double As
Gorgeous
Photo Booths
Seamless
Paper, Muslin
Backdrops,
and Digital
Backdrops
Purchase or
Rent
Take Away
Different
Backdrops-
Vinyl, Floor
Drops, Canvas,
Muslin,
Collapsible
Backdrp
Importance Of Backdrop Presentation
11

12. Thank you