VISUAL MERCHANDISING AND DISPLAY

Chapter 18 Section 18.8Display Features

• Visual Merchandising and Display• Elements of Visual Merchandising

GOAL• Attract customers and keep them coming back

• Display is only one element of visual merchandising.

• Display refers to visual and artistic aspects.

• Visual merchandising includes the entire business environment.

• Helps build the overall business or brand image.

INCLUDES

• A distinct, clear, and consistent image• Setting a business apart from its competition• Attracting positive attention and loyal

customers

IMAGE

• Design and layout of the store• Logo and signage• Unique lines of merchandise• Store’s Web site• Distinct promotional or ad campaign• Targeted base of customers

ELEMENTS OF VISUAL MERCHANDISING

• STOREFRONT• STORE LAYOUT• STORE INTERIOR• INTERIOR DISPLAYS

ELEMENTS OF VISUAL MERCHANDISING

• STOREFRONT• The exterior of a business• Includes sign or logo, marquee, outdoor

lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting.

ELEMENTS OF VISUAL MERCHANDISING

• STOREFRONT• A. Signs• B. Marquee• C. Entrances• D. Window displays

ELEMENTS OF VISUAL MERCHANDISING

• STORE LAYOUT• A. Selling space• B. Storage space• C. Personnel space• D. Customer space

ELEMENTS OF VISUAL MERCHANDISING

• STORE INTERIOR—Graphics, signage, color, and sound

• Important to today’s self-service environment• Lighting—draws attention to store areas and

specific products• Fixtures—strategically placed to maximize

sales

ELEMENTS OF VISUAL MERCHANDISING

• INTERIOR DISPLAYS• FIVE TYPES—architectural displays, closed

displays, open displays, POPs, store decorations

FIVE TYPES OF INTERIOR DISPLAYS

• ARCHITECTURAL DISPLAYS– Model rooms– Shows how merchandise can be arranged in

homes– Kitchens, living rooms, bedrooms– Takes up a great deal of space

FIVE TYPES OF INTERIOR DISPLAYS

• Closed displays– Customers see– Handle merchandise with assistance from clerk– Valuable items

FIVE TYPES OF INTERIOR DISPLAYS

• Open Displays– Customers are able to handle merchandise.– Shelves, counters, and tables– Self-service selling environment

FIVE TYPES OF INTERIOR DISPLAYS

• Point-of-Purchase displays (POPs)– Consumer sales promotion devices– Bold graphics and signage– Hold, display, dispense products– Provide information– Encourage immediate purchase

FIVE TYPES OF INTERIOR DISPLAYS

• Point-of-Purchase (POPs)– Temporary—Kiosks for Christmas– Semi-permanent—Themed promotions– Permanent—vending machines, ATMs

FIVE TYPES OF INTERIOR DISPLAYS

• Store decorations– Coincide with seasons or holidays– Create atmosphere

Chapter 18 Section 18.2Display Design and Preparation

• Help companies attract customers and sell products

• Limited timeframe• Sensitive to individual perceptions, appeal to

targeted customers, and support overall business image

• Sensitive to cultural and ethnic diversity

FIVE STEPS

• Step 1: Select Merchandise– Appropriate for the season, target audience,

store’s geographic location

FIVE STEPS

• Step 2: Select the type of display.– One-item display– Similar-product display– Related-product display– Cross-mix of products

FIVE STEPS

• Step 3: Choose a setting.– Depends upon the image the business wants to

project.– Realistic, semi-realistic, and abstract

FIVE STEPS

• Step 4: Manipulate the artistic elements.– Influence your perception without your knowing

it.

FIVE STEPS

• Step 4: Manipulate the artistic elements.– Line– Color– Shape– Direction– Texture– Proportion– Balance– Motion– Lighting

FIVE STEPS

• Step 5: Evaluate the completed display.– Enhance the store’s image?– Appeal to customers?– Promote the product?– Theme creatively applied?– Color and signage appropriate?– Pleasing result?

DISPLAY MAINTENANCE

• Duration—how long should display stay up?• Check displays daily for damage or missing

items.• Clothes should be folded and restocked often.• Organize, label, pack, or reshelve stock.• Repair, replace, or discard damaged materials.

Assignment

• Quizlet• Vocabulary

– Practice– Pre-test—take a test without looking at your words

• Written, MC, T/F

Choose a display that you like.Using slide number 22, describe the display.