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Published on August 30, 2012

Author: bontiz


VISUAL MERCHANDISING: VISUAL MERCHANDISING VISUAL MERCHANDISING:: VISUAL MERCHANDISING: The coordination of ALL physical elements of a business to project the right image PowerPoint Presentation: Visual merchandising has increased tremendously in importance with the growth of self-service retailing Display:: Display: A much narrower concept than visual merchandising . It pertains to the visual and artistic aspects of presenting a product to a target market. 4 Key Elements of Visual Merchandising:: 4 Key Elements of Visual Merchandising: Store front Store layout Store interior Interior display Store Front:: Store Front: The exterior of a business Marquee Entrances Window Display Marquee:: Marquee: The sign that is used to display the store name Entrances:: Entrances: Designed with customer convenience and store security in mind. There are several types of entrances each portraying a certain image Types of Entrances:: Types of Entrances: Revolving – up scale stores Push-Pull – full service stores often with fancy handles Electronic – Self-serve stores, with carts such as Wal-Mart, Meijer, Kroger. Climate Controlled – shopping malls . Window Displays:: Window Displays: The store’s FIRST IMPRESSION with the customer . Begin the selling process even before the customer enters the store. Suggests the type of merchandise carried in the store . 2 Types of Window Displays:: 2 Types of Window Displays: Promotional – promote the sale of one or more items by using special lighting and /or props. Skiwear with fake snow for accents Institutional – promote store image rather than specific items. Designed to build customer good will, show that the business is interested in the community Store Layout:: Store Layout: The way the floor space is allocated 4 Types of Floor Space:: 4 Types of Floor Space: Selling Space Merchandising Space Personnel Space Customer Space Selling Space:: Selling Space: Includes: Interior displays Sales demonstration areas Sales transaction areas (wrap desk) Merchandise Space:: Merchandise Space: Allocated to items that are kept in inventory Selling floor Stock room area Personnel Space:: Personnel Space: Space for employees: break rooms lockers restrooms Customer Space:: Customer Space: Comfort and convenience of customers: Restaurants Dressing rooms Lounges Restrooms Recreation area for children Customer Space:: Customer Space: Stores are competing more & more in these areas Allocating more dollars and space for customer convenience than ever before PowerPoint Presentation: Once the floor space has been allocated management & visual personnel spend a lot of time planning the effective use of the space Visual Decisions:: Visual Decisions: What product are to go where Agencies – what products should be next to each other Where to put seasonal merchandise such as coats, swimwear and Christmas items Traffic patterns Store Interior:: Store Interior: Affects the store’s image Includes items such as: Floor & wall coverings Lighting Colors Fixtures PowerPoint Presentation: It is important to create a relaxing, comfortable place for customers to shop Customers shop longer & are more relaxed and spend more when they are not pressed by crowds, delays & long lines Interior Displays:: Interior Displays: They are part of the general store interior. Displays generate 1 out of 4 sales. They enable the customer to make a selection without personal assistance 5 Kinds of Interior Displays:: 5 Kinds of Interior Displays: Closed Displays Open Displays Architectural Display Point-of-Purchase Store Decorations Closed Displays:: Closed Displays: Look but don’t touch Require sales person assistance Expensive or fragile merchandise Jewelry cases Open Display:: Open Display: Handle merchandise without a salesperson Self-service Used for most clothing Architectural Display:: Architectural Display: Actual room setting Furniture Point-of-Purchase:: Point-of-Purchase: Promote impulse buying Items at the register Batteries Candy Magazines Store Decorations:: Store Decorations: Decorations for holidays such as Christmas, Halloween and Valentine’s Day PowerPoint Presentation: Interior displays use fixtures and props to showcase merchandise Props are generally classified as decorative or functional PROPS:: PROPS: Functional Props – practical items for holding merchandise such as mannequins and shirt forms Decorative Props – Only purpose is to enhance merchandise. Items such as trees, tables, cars. Importance of Interior Displays:: Importance of Interior Displays: Show the customer what’s new Show customer how to put together a total look A good display helps create multiple sales Customers want to look like the display Customers want you to show them what to wear Interior Displays:: Interior Displays: Often convey a common theme through out the store Animal prints, patriotic theme Used to tell a color story PowerPoint Presentation: The large display in a store including the mannequins & wall displays are usually set up by visual department Small table displays and fixture top displays are usually set up & maintained by the individual department staff PowerPoint Presentation: It is important to change departmental displays frequently When to change displays:: When to change displays: When new merchandise comes in Just to change around the pieces of a group that has been on the floor for awhile Gives the group a new look PowerPoint Presentation: The same customers walk through your department every week – you want it to look fresh You want to give them a reason to buy PowerPoint Presentation: GIVE THE CUSTOMER A REASON TO BUY

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