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VISUAL MERCHANDISING“THE ART OF SILENT SELLING”VISUAL MERCHANDISING“THE ART OF SILENT SELLING”
GROUP MEMBERSGROUP MEMBERS
MS SHAINITHAMR SHREE KRISHNAMR RAMEEZMS SHREEMMR ROHITH
IntroductionNeed visual merchandisingComponents of visual merchandisingUse of 4P’s in visual merchandising
-Shainitha
VISUAL MERCHANDINGVISUAL MERCHANDING
“Visual Merchandising is everything the customers see both exterior and interior, that
creates positive image of a business and results in attention, interest, desire and
action on the part of the customer”
NEED FOR VISUAL MERCHANDISINGNEED FOR VISUAL MERCHANDISING
To grab the mind space of its customers by visually enticing them to their stores
Visual marketing and advertisingTo communicate with the target customers much more
easilyTo attract during festivals and occasions
Components of Visual Merchandising Components of Visual Merchandising
Make merchandise the focal point
Right choice of colors is vital
Display themes to appropriately support the product
Display should complement the retailers other strategies
Cleanliness
Change the display settings in frequent intervals
Use of 4 P’s inVisual Merchandising
Use of 4 P’s inVisual Merchandising
ProductPlacePricePromotion
PANTALOONSPANTALOONS
Objectives of VMStore imageMerchandise Presentation
Objectives of VMStore imageMerchandise Presentation
By
Rameez K
Objectives-Visual MerchandisingObjectives-Visual Merchandising
· Educating the customers and making them aware about the product/service in an effective and creative way.
· Setting the company apart and reinforcing the retailer’s communication campaign.
· Maximizing the utilization of space and establishing linkage between fashion, product design and marketing by keeping the product in prime focus.
· Combining the creative, technical and operational aspects of a product and the business to make the product presentable.
· Drawing the attention of the customer and encouraging him to make purchase decision within shortest possible time, and thus augmenting the selling process.
Store ImageStore Image
Store image is created by visual merchandisers through the design and décor of the store.
The store image is the idea of a store in people’s minds.
Store ImageStore Image
How do these people know what image to develop for a store?Who are our customers?What kinds of new customers do we want to attract?What kind of merchandise do we sell?What is the image of our location?What image does our main competitor have?
Store ExteriorStore Exterior
The store exterior is often called the storefront, and it includes the store sign, display windows, entrances, outdoor lighting, landscaping, and the building itself.
The design of a business’s exterior is often part of the place decision.
The location often influences a store’s image.
The store sign is a major element of a store exterior. Many businesses develop a unique way of writing the company name, often with design elements.
The display windows show a selection of merchandise available in the store.
Store InteriorStore Interior
The selling area is where the merchandise is presented to the customer. Area includes shelves, racks holding merchandise, displays, cash registers, etc.
The sales support area contains amenities for customers, such as restrooms, lounges. etc
Store LayoutStore Layout
A store layout is a plan that shows how the space in the store will be used.
The selling and sales support areas are indicated, as well as the permanent fixtures, such as shelving, racks, counters, light fixtures, and other furnishings.
The placement of these items will have a major effect on store image.
Store DecorStore Decor
Store décor refers to the way the store is decorated.More permanent items, such as floor and wall
coverings, lighting and store fixtures, and seasonal items (banners, signs)
The term fixture refers to an item designed to hold merchandise for display and sale.
Merchandise PresentationMerchandise Presentation
Merchandise presentation is the way merchandise is displayed for sales in a store.
In self-service presentation, all of the merchandise is on the selling floor.
Customers can find the merchandise on their own, select the items they want, and then bring them to the cashier.
In full-service presentation, none of the items for sale are on the floor. Select items may be on display, but you must ask a sales associate to get the item you wish to purchase.
Large retail stores often have a combination of self-service and full-service.
Some upscale stores offer luxury full-service. The sales associate asks what you are interested in and bring it to you.
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TYPES OF DISPLAY ANDDEVELOPMENT OF DISPLAY TYPES OF DISPLAY ANDDEVELOPMENT OF DISPLAY
VISUAL MERCHANDISING
BY- SRI KRISHNA.R.J
TYPES OF DISPLAYTYPES OF DISPLAY1.Window Display2. Interior Display
Open display
Close display
Point of Purchase Display
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A window display appears in store windows that face the street or the walkways of a mall.
Window displays are usually designed to capture customer interest and draw customers to the store.
Window displays often
have dramatic colors
and lighting.
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Window displays should attract attention, create interest and invite people into the store to purchase goods.
Should not crowd too much merchandise into a window.
There is less than 11 seconds to accomplish this, as that is the average amount of time and individual will spend looking at the window display.
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2. Interior Display2. Interior Display
An interior display is located
inside a store. They are
strategically placed to catch
a customer’s eye and
to generate traffic flow
within the store. Interior displays often
provide information, such
as how to wear new styles
or coordinate accessories.
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Open displayOpen display
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CLOSE DISPLAYCLOSE DISPLAY
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POINT-OF-PURCHASE DISPLAY POINT-OF-PURCHASE DISPLAY
DISPLAY DEVELOPMENTDISPLAY DEVELOPMENT
1. Determine the goal of the display.2. Choose the merchandise.3.Choose a theme.4. Select props.5. Arrange the merchandise and props.6. Develop signs.7.Design the lighting
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. Determine the goal of the display. Determine the goal of the display
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2. Choose the merchandise.2. Choose the merchandise.
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3.Choose a theme.3.Choose a theme.
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4.Select props.4.Select props.
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. Arrange the merchandise and props.. Arrange the merchandise and props.
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. Develop signs.. Develop signs.
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7.Design the lighting7.Design the lighting
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DISPLAY MAINTENANCE DISPLAY MAINTENANCE
Dirty, messy displays can ruin a store’s image. To maintain a good image, a display must be kept
clean and orderly.Some guidelines for good display maintenance
To check display at least once a day,
Clean regularly, replaces damaged goods,
Replace moved items, and replace lights as necessary.
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DISPLAY EVALUATIONDISPLAY EVALUATION
The purpose of displays is to promote store image and sell products.
Visual merchandisers usually evaluate each display to determine whether it is meeting these goals.
Does the display fit our store image?
Does it grab customers’ attention?
Is focus on merchandise?
Are signs clear and easy to read?
Is there enough light?
Is the display neat and clean?
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Topics covered
1.Design and visual merchandising .
2.Visual merchandising and market promotion activities
3.Some Examples
Topics covered
1.Design and visual merchandising .
2.Visual merchandising and market promotion activities
3.Some Examples
By : shreem
Reg num: 0816114
Emotional stimuliEmotional stimuli
Visual-Make your competencies visible-Make strategic relevant products best visible-Increase the level of consumer awareness
Visual Merchandising-to provide consumers efficient information and emotional loaded pictures, which support customer pleasure and shopping activity.
Merchandising-All activities appropriate to stimulate additional sales
Visual merchandising stands for
Design and Visual MerchandisingDesign and Visual Merchandising
Design is the purposeful arrangement of materials so that a certain effect is produced.
Positive influence on customer satisfaction and purchase behavior.
Impact of DesignImpact of Design
Less planned purchases by Consumers.
Exploration of store,impulse purchases will be more.
The elements of designThe elements of design
1. Color 4. Texture
2. Line 5. Light
3. Shape 6. Motion
Colour Colour
Color is often the most dramatic and noticeable design element.
Colors grab attention , create a mood , or affect how someone feels.
Line refers to a one-dimensional mark .Line refers to a one-dimensional mark .
Shape refers to the shapes used in design.
Texture refers to the surface quality of materials.rough, smooth, fuzzy, shaggy, soft, hard, etc.
Light is necessary in a window or display so that the viewer can see what is being shown.
MotionMotion
Mechanical devices are often used to move products in the display.
The most common is a rotating platform.
Address the sensesAddress the senses
Create a sensual experience in the store by paying attention not only to sight , but also to smell , touch and sound.
• Classical music as background music in shops increases the sales up to 2.5 times compared to rock or pop music.
Principles of DesignPrinciples of Design
Emphasis is drawing the attention of the viewer to the most important part of a display.
Movement refers to the way the design guides the viewers’ eyes over an item or display.
Balance refers to the way items are placed around an imaginary centerline.
Formal balance means that there is an object on one side of the line, and another object of equal size the same distance from the line on the other side.
Informal balance occurs when there is a large pale object on one side, and a smaller but very bright object on the other side.
Incorrect example of formal balanceIncorrect example of formal balance
Correct example of formal balanceCorrect example of formal balance
CONT..CONT..
Proportion refers to the size and space relationship of all items in a display.
LeeLee
Example 1:
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Clarity of Thought: The product being offered here is apparels as well as shoes for men and women.
Creativity: One of the mannequins has been placed upside down that too only the lower part of body to give it a very funky look, which would appeal to the younger generation. While the other mannequins are placed in a way to give a social look with a flex being used in the background.
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Effectiveness : The display is done to give a very relaxed feeling which would indicate that the clothes are very comfortable and can be wore anytime throughout the day.
Why did it work : The display is successful in increasing walk-ins as well as conversions as it is visible from outside the store and appeals to the younger generation and gives a very chilled out attitude for them.
Marks & SpencerMarks & Spencer
Marks & SpencerMarks & Spencer
Clarity of thought : The window display clearly shows that the sale season is going on for the apparels and accessories offered by the store.
Creativity : The red color is used to indicate sale period which can be discovered from a far distance. Red color is physically and psychologically attached to the customers and portray excitement.
Marks & SpencerMarks & Spencer
Effectiveness : A customer interested would surely walk-in to avail the discounts as the display is shouting out for the sale season. So it is very much effective being identifiable and associated with this brand only.
Why did it work : The entire display used the red color tints and shades indicating sales period & also providing an opportunity to avail extra reduction. The big banners as well as mannequins wearing similar t-shirts talking about sale are also very helpful.
LifestyleLifestyle
LifestyleLifestyle
Clarity of thought : The display is very clear & tells that the main merchandise on display are apparels and accessories for teenagers & women.
Creativity : The entire display gives a very homely touch & is very attractive being for the season of Christmas.The mannequins used are lying in a relax mood and signifies a smooth going environment and life. Also, one of the mannequins is showing back towards the customers signifying attitude and elegance.
LifestyleLifestyle
Effectiveness : The colors being used are bright colors like blue and red signifying cool, excited, stimulated and powerful environment.
Why did it work : The display gives an aesthetic touch and a homely environment. The display gives a feeling to the customer that they can also avail the same comfort and calmness by acquiring these merchandises.
PURPOSES, TIPS,LIMITATIONPURPOSES, TIPS,LIMITATION
PRESENTED BY-
ROHITH
Purpose of visual merchandisingPurpose of visual merchandising Purpose of visual merchandisingPurpose of visual merchandising
Visual merchan
dising
Visual merchan
dising
Sales promotio
n
Sales promotio
n
Convenient
buying
Convenient
buying
Effective display
Effective display
Attract customer Attract
customer
Better manage
ment
Better manage
ment
Create awarene
ss
Create awarene
ss
Tips for Better Visual MerchandisingTips for Better Visual Merchandising
Storefront Identity and First Impressions
An important element in any store design is the look
of the storefront. a distinctive store logo that communicates your mission.
Display sale products in a creative way When building a product display look for products
that are natural add-ons to the main product featured. Use accent lighting to feature products Customers are drawn to light. Lighting can make
products shine and bring colors to life.
Change displays weekly
This visual merchandising tip reminds us that customers want to see new and different products. There is an aspect of entertainment and education that customers appreciate
when stores change their displays Show Them How It Will Look At Home Use your displays to show customers how the merchandise will look in their home
Group Like With Like Organize your store logically, customers should be able to find all of one type of
merchandise easily
Group by Lifestyle Display merchandise from several categories -- that all share the same theme
- in the appropriate home or workplace setting Colour matters Colour can demand a shopper’s attention, evoke emotion and influence
decisions Remember the Rule of Three Whenever you create a display, work in sets of three. If you're by height, arranging
merchandise have a tall, taller, tallest.
Benefits Benefits
More customersEffective selection Effective buying decision Better categorization Instant display of latest trendsEase of locating goods
LimitationLimitation Requirement of large space
Higher initial investment
Pilferage; activity of steeling things of little value or in small quantities from the work
place, also there threat of customer theft. So for that we have
install cc television
Protection from dust & moisture, some need refrigeration
Customer oriented product presentation and product placement
Competences of sales persons
Personal customer and shop owner relation
