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Chapter Chapter 77

Visual Merchandising &

Displays

Faiza NasirFaiza Nasir

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Retail Image?Retail Image?

Significance of Retail ImageSignificance of Retail Image

Positioning and Retail ImagePositioning and Retail Image

Retail ImageRetail Image

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The Elements of a Retail ImageThe Elements of a Retail Image

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In 3 Seconds…In 3 Seconds…

A shopper should be able to determine a store’s– Name– Line of trade– Claim to fame– Price position– Personality

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AtmosphereAtmosphere

The psychological feeling a customer The psychological feeling a customer gets when visiting a retailergets when visiting a retailer– Store retailer: atmosphere refers to Store retailer: atmosphere refers to

store’s physical characteristics that store’s physical characteristics that project an image and draw customersproject an image and draw customers

– Nonstore retailer: atmosphere refers to Nonstore retailer: atmosphere refers to the physical characteristics of catalogs, the physical characteristics of catalogs, vending machines, Web sites, etc.vending machines, Web sites, etc.

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Visual MerchandisingVisual Merchandising

Proactive, integrated Proactive, integrated atmospherics approach to create atmospherics approach to create a certain look, properly display a certain look, properly display products, stimulate shopping products, stimulate shopping behavior, and enhance physical behavior, and enhance physical behaviorbehavior

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What VM does?What VM does?

Enhances the Shopping experienceEnhances the Shopping experience

Is a Communication ToolIs a Communication Tool

Supplements creation of right environmentSupplements creation of right environment

Helps customer make buying decisionsHelps customer make buying decisions

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The Elements of AtmosphereThe Elements of Atmosphere

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Exterior PlanningExterior Planning

Storefront (structural Storefront (structural alternatives)) SignageSignage MarqueeMarquee Store entrancesStore entrances Display windowsDisplay windows Exterior building heightExterior building height Surrounding stores and areaSurrounding stores and area Parking facilitiesParking facilities

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Store EntrancesStore Entrances

How many entrances are needed?How many entrances are needed? What type of entrance is best?What type of entrance is best? How should the walkway be How should the walkway be

designed?designed? Does it create shoppers’ interest?Does it create shoppers’ interest?

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General InteriorGeneral Interior

Flooring Colors Lighting Scents Sounds Store fixtures Wall textures Temperature Aisle space Dressing facilities

In-store transportation (elevator, escalator, stairs)

Dead areas Personnel Merchandise Price levels Displays Technology Store cleanliness

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Allocation of Floor SpaceAllocation of Floor Space

Selling spaceSelling space Merchandise spaceMerchandise space Personnel spacePersonnel space Customer spaceCustomer space Management floorManagement floor

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Interior (Point-of-Purchase) Interior (Point-of-Purchase) Displays - BasisDisplays - Basis

Assortment displayAssortment display Theme-setting displayTheme-setting display Ensemble displayEnsemble display Rack / Case displayRack / Case display Cut case / Dump binCut case / Dump bin

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Shop DisplaysShop Displays

Window displays (Exclusive windows, Window displays (Exclusive windows, Open windows)Open windows)

Live Displays (Dummy / Model display)Live Displays (Dummy / Model display) Marquee DisplaysMarquee Displays Freestanding / Island Displays (Gondola Freestanding / Island Displays (Gondola

setting)setting) Counter displaysCounter displays Brand CornersBrand Corners End Cap DisplaysEnd Cap Displays Cascade / Waterfall DisplaysCascade / Waterfall Displays

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Online Store ConsiderationsOnline Store ConsiderationsAdvantages Unlimited space to present

product assortments, displays, and information

Can be customized to the individual customer

Can be modified frequently Can promote cross-

merchandising and impulse purchasing

Enables a shopper to enter and exit an online store in a matter of minutes

Disadvantages Can be slow for dialup

shoppers Can be too complex Cannot display three-

dimensional aspects of products well

Requires constant updating

More likely to be exited without purchase

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Figure 18.12 Making the Shopping Figure 18.12 Making the Shopping Experience More PleasantExperience More Pleasant

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The Shopping Cart’s Role in an The Shopping Cart’s Role in an Enhanced Shopping ExperienceEnhanced Shopping Experience