Explain the importance of visual merchandising
Describe the two main areas of store layout
Summarize the aspects of merchandise presentation
Describe the components of in-store displays
List the advantages, disadvantages, and types of window displays
Visual merchandising is the physical display of products in the most attractive and appealing ways
Purposes are to sell products and promote store image
Should always try to be different, new, and creative
Selling areas (75%-80%)
Where merchandise is displayed and customers interact with salespeople
Sales support areas
Customer services and all other operations
Grid layout
One or more main aisles with secondary aisles intersecting
2. OBJECTIVES
Explain the importance of visual
merchandising
Describe the two main areas of store layout
Summarize the aspects of merchandise
presentation
Describe the components of in-store
displays
List the advantages, disadvantages, and
types of window displays
3. The Importance of Visual
Merchandising
Visual merchandising is
the physical display of
products in the most
attractive and appealing
ways
Purposes are to sell
products and promote
store image
Should always try to be
different, new, and
creative
4. Store Layout
• Selling areas (75%-80%)
– Where merchandise is
displayed and customers
interact with salespeople
• Sales support areas
– Customer services and
all other operations
• Grid layout
– One or more main aisles
with secondary aisles
intersecting
• Maze layout
– Free-flowing,
unbalanced placement
of fixtures; allows
shoppers to weave
through displayed
merchandise
5. Merchandise Presentation
The ways goods are
hung, placed on
shelves, or otherwise
made available to
customers
Shoulder-out
Only one side shows
Face-forward
Hanging garment so full
front faces viewer
6. Types of Fixtures
Most common types
of fixtures
Bins
C-rack or half-circle
Four-way, quad, or
four-arm
Rounder
Showcase
T-stand, two-arm, or
two-way
Wall-standards and
brackets
Showcase
7. Wall Arrangements
Should draw
customers farther into
the store or
department
Reinforce store image
Divide large areas into
smaller sections
Color groupings
Same garment
groupings
8. Interior Displays
Displays should:
Stimulate product interest
Provide information
Suggest merchandise
coordination
Generate traffic flow
Remind customers of
planned purchases
Create impulse sales
Enhance the store’s
visual image
9. Interior Display Locations
Should be chosen to
maximize merchandise
exposure
Just inside store entrance
At entrances to
departments
Near cash/wrap counter
Next to related items
By elevators and
escalators
At ends of aisles
Open-to-mall areas
10. Displayed Merchandise
Should be current
Represent styles and lines
Should be well stocked
In demand
New (inform customers of
what is available)
Encourage additional
purchases
Promote current theme
Look good on display
11. Grouping Displays
One-category
groupings
Line-of-goods displays
May be different sizes or
colors
Related groupings
Ensembles or
coordinates
Theme groupings
Variety or assortment
Unrelated items all sold in
the store
12. Props
Functional props physically
support or hold
merchandise
Mannequins, stands,
pedestals, screens, panels,
or forms
Decorative props
Used for mood or attractive
setting
Structural props support
and change displays
Boxes, cylinders (usually
hidden)
Decorative and
functional prop
13. Signage
Variety of signs may be
used to inform
customers
Counter signs
Posters
Hanging signs
Banners
Flags
Elevator cards
Easels
Might include prices,
sizes, styles, features,
store logo, etc.
14. Display Evaluation
Effective sales appeal?
Coordinated with store
ads?
Help to locate goods?
Signage legible and easy
to understand?
Signage gives best selling
points?
Draw customer through
store?
Clean and neat?
Changed frequently?
15. Window Displays
First contact customer
has with store
Can stimulate
curiosity
More opportunities to
sell merchandise
Can be expensive to
design, set up, and
maintain; need props,
staff, and space
Another problem can
be glare of glass
16. Types of Display Windows
Enclosed
Full background
Ramped, elevated, or
shadowbox
Semi-enclosed
Partial background
Open
No background, open to
store interior
Island
4-sided glass, often in
lobbies
Enclosed window;
full background