Visual Merchandising Flashcards

Flashcards about Visual Merchandising and Store Design

Visual Merchandising

Studies all the possible applications of the techniques of Visual Communication to the display of goods in the store.

Visual Merchandising Aims

To create/ help the relationship among client-product-space; To communicate and valorize the offer of goods and services; To increase the sell-out; To maximize space productivity.

Store Stimuli

Elements that influence customers when they enter a store (assortment, services, staff, visual merchandising).

Lack of Dominance

The feeling of being lost inside a store.

Pleasure (in retail)

Feeling comfortable, the desire to remain in the store.

Arousal (in retail)

The desire to enter an extra sector in the store because the customer feels comfortable and wants to see more product, leading to impulse purchases.

Retailtainment

The new role of the store as a place where we have an experience.

Engaging Experiences

Connect all the 5 senses: sight, sound, smell, taste and touch.

Unique Experiences

Incorporate methods, languages, or customs that are unusual, surprising, or proprietary to the store brand but also authentic and natural.

Personalized Experiences

Make the customer feel the experience was created just for them; depends on staff and price communication.

Surprising Experiences

Incorporate unexpected elements of interaction, such as offering different types of products on a table that changes daily.

Repeatable Experiences

Using prescriptive and tested methods to achieve a uniform level of consistency and excellence across enterprises.

Congruence of Environmental Stimuli

The search for congruence between environmental stimuli sends a clearer and more assertive message to the customer.

Space Experienced

The actual use of a given physical space in terms of movement, action, use of fixtures and facilities.

Target types

Potential, Clients, Buyers, Accompanists.

Space Perceived

The client’s perception of the use made of the same space, images and perceptions of the design of the store.

Space imagined

The comparison between the real and the imagined space.

Store Atmosphere

Is what distinguishes the store’s personality which customers perceive it through their senses.

Exterior Design Functions

Communicate the presence of the store, the store identity, the product assortment, and any special initiatives.

Store Sign

Has the key role in the communication of the store indicating what the store offers, the quality of it's products and the customer segment it targets.

Open Window

The whole store becomes the shop window.

Closed Window

The stage that all the window dressers want to work with, it manages to involve passers-by, focusing their gaze without distraction.

Semi-Closed Window

The benefits are halfway between the open and the fully closed windows; allows customer to glimpse the inside of the store.

Commercial Window

Based on product category, shows one of the sectors covered by the store’s offering, with a number of items on display which give a substantial idea of the product assortment.

Allegorical Window

Takes inspiration from a stage set, with backdrop and lighting that creates a theatrical atmosphere centered on a specific theme; here there are far more decorative elements than actual products.

Advertising/Brand Window

Used to display a segment of the range of articles produced by a company.

Educational Window

Shows up specific informational campaigns, reminding passerby of communicational messages, even people who don’t intend to enter the store.

Focal Point (Window display)

At the center, about 1.5 m from the ground, and has a visual diameter of around 1 m; it should be reserved for the most important items or eye-catching decorations.

Lighting Techniques (window display)

Vertical, Horizontal from the Front, and Horizontal.

Interior Design

Realising solutions in terms of flooring, lighting, air conditioning, fixtures, spaciousness, elevators, facilities, furnishings, walls, multimedia facilities, colors, staff, scents and music.

Layout and Display

Aims at facilitating customer flows, encouraging visits to all areas, facilitating planned purchases, stimulating impulse buying, optimising sales, attracting clients to promotional areas, dedicating space for customers and simplifying the work of the staff.

Layout

Merchandising decision for organizing the space in the store including size and positioning of areas allocated for sales, displays, customer service and personnel.

Hot Zone

Traffic flow is most intense regardless of the products located there.

Cold Zone

Lies far away from the main flow of traffic.

Coefficient of Occupied Space (COS)

Ratio of the linear display to the total sales floor.

Decompression Area

Located at the entrance and extends for about 6/7 m; important for defining comfort, emotions and a way to anticipate something about the offer.

Grid Layout

Long rows of shelves which create obligatory or semi-obligatory thoroughfares throughout the store.

Herringbone Layout

The display fixtures offer a quick view of all the different sectors simultaneously; Arranged to create a central flow of traffic from the entrance towards the rear of the store.

Circular Layout

A large central ring resembling a market square, the traditional place buying goods.

Free Flow

Display fixtures are arranged asymmetrically without any formal order, creating a totally free flow of movement, also called ISLAND.

Shop in Shop

Space divided into specific areas, partially separated from the other departments and devoted either for a brand or category.

POP materials

All materials related to display and sales furnished by suppliers.

Industry Supply: Specialization

Involves internalizing one or more of the 3 phases of concept/design, technical design, and material manufacturing.

Industry Supply: Diversification

Involves simultaneously activity in related markets, such as packaging for paper companies.

Linear Display

Refers to SKUs lined up on a shelf or on a hanger, depending on the quantity and type of product.

Non-Linear Display

Relates to products placed in baskets, bins, or pallet or special stands.

Direct Observation

The reason why of their actions and movements, to understand what people do, why they do it, where to work to optimize the selling environments.

Brand Blocking

Suppliers with broad portfolios can use vertical displays for all the brands in the same product category and a horizontal one for specific packaging/format.

Double Display

Positioning the same product in two or more different places in the display area.

Massified Display

Emphasises convenient pricing of the assortment, and draws attention to special offers.

Shelf Management

Linear, ends and end caps for maximum performance.

Visual Merchandising

The link between marketing and design, open retail spaces, wider passages, bright lighting, specialisation and more.

Hypermedia

VR, AR, and Blockchains contributing not only enriching of the shopping process, but redefining in store experience.

communication by subtraction

Learning towards super minimalism where the spotlight is trained on the product, so the absence of anything else becomes a source of value.

Visual merchandising and visual communication

The improvement in store communication because it influences product choices, increases space productivity, is a micro marketing activity, and is measurable in real time.