Chapter 18: Visual Merchandising & Display

marketing 1

Visual Merchandising

the coordination of all the physical elements in a place of business that are used to project the right image to its customers

Display

the visual and artistic aspects of presenting a product to a target group of customers

Storefront

total exterior of a business

Marquee

an architectural canopy that extends over a store's entrance

Store Layout

the way store floor space is used to facilitate and promote sales and to best serve the customer

Fixtures

permanent or movablestore furnishings, such as display cases, counters, shelving, racks, and benches

Complementary colors

found opposite each other in the color wheel and create the greatest contrasts. (red and green, blue and orange, violet and yellow)

Adjacent colors

located next to each other in the color wheel and contrast only slightly. (blue-green, blue and blue-violet)

Proportion

the relationship between and among objects in a display

Formal balance

placing large items with large items and small items with small items in a display

Informal balance

balancing a large item with several small items

what is the difference between visual merchandising and displays?

visual merchandising has to do with the entire business, and displays are with a specific product

4 Main parts of visual merchandising

storefront, store layout, store interior, interior displays

what is the difference between promotional and institutional displays?

promotional display promotes the sale of an actual product, and institutional display promotes the image of the company

4 distinct spaces of store layout

selling, merchandising, personnel, & customer space

Selling space

assigned for interior displays, product demonstrations, and sales transactions

Merchandising space

allocated to items that are kept in inventory for selling

Personnel space

assigned to store employees for lockers, lunch breaks, and restrooms

Customer space

assigned for the comfort and convenience of the customer (food court, dressing rooms, lounges, areas for children)

5 types of interior displays

closed, open, architectural, point-of-purchase displays, & store decorations

5 steps used in designing and preparing displays

selecting merchandise, selecting display, choosing a setting, manipulating artistic elements, evaluating completed displays

Architectural displays

consist of model rooms that allow customers to see how merchandise might look in their homes

Store decorations

coincide with specific seasons or holidays. banners, signs, props

Open displays

allow customers to handle and examine merchandise without the help of salesperson

Closed displays

allow customers to see but not handle merchandise

Point-of-purchase displays

designed mainly to promote impulse purchases

Types of Store layout

Grid, Freeflow, Loop

Grid Layout

Get ppl to go down as many isles as possible (grocery stores)

Freeflow Layout

Fewer products but be able to see all products (High-end stores)

Loop/Racecar Layout

1 big, long walk to see a lot

Products

Goods or services offered by a business to customers

Elements of Visual Merchandising

Components used to enhance product presentation, including lighting, color, signage, and layout.

Where to place IMPULSE BUYS

near checkout areas/high-traffic zones

Where to place POPULAR ITEMS

window/display

Where to place SALE ITEMS

back

Where to place KNOWN FOR

middle

Realistic Setting

How it is used

Abstract Setting

conceptual or artistic representation (shapes, colors, and forms)

Semi-Realistic Setting

using a product in an odd way to create intrigue or interest.

Manipulating Artistic Elements

the strategic use of colors, shapes, and textures enhances visual appeal and conveys a specific message.