Visual Merchandising encompasses all of the physical elements that merchandisers use to project an...

Visual Merchandising encompasses all of the physical elements that merchandisers use to project an image to customers.

Display refers to the visual & artistic aspects of presenting a product to a target group of customers.

Merchandisers consider 4 elements key to creating a positive shopping experience: Storefront Store layout Store interior Interior displays

The exterior of a business is known as the storefront, which encompasses: Signs- designed to primarily attract

attention, advertise a business, and project brand identity.

Marquee- a architectural canopy that extends over a store’s entrance.

Entrances- designed with customer convenience and store security in mind.

Window displays- initiate the selling process, create excitement, and attract prospects.

Store layout refers to ways that stores use floor space to promote sales & serve customers.

A typical store layout divides a store into 4 spaces: Selling space- used for interior displays, merchandise,

sales transactions, and aisles. Storage space- where items are kept in inventory. Personnel space- allocated to employees for office

space, lockers, lunch breaks, & restrooms. Customer space- designed for the convenience of the

customer and may include coffee shops, in-store restaurants, lounges, and recreation areas for kids.

Once the general placement of merchandise has been determined, store personnel can develop visual merchandising for the store’s interior. Color, lighting, graphics, & paint. Fixtures are permanent or movable store furnishings that

hold and display merchandise. Basic types include display cases, tables, counters, floor & wall shelving units.

If interior displays are done exceptionally well, they enable customers to make a selection without any assistance.

There are 5 types of interior displays: Architectural displays- model rooms allowing customers

to see how merchandise will look in their homes. Store decorations- displays coinciding with season or

holidays. Open displays- allow customers to handle & examine

merchandise without the help of a salesperson. Closed displays- allow customers to see but not handle

merchandise. Point-of-purchase displays- designed to promote

impulse purchases.