VISUAL MERCHANDISING AND DISPLAY

VISUAL MERCHANDISING AND DISPLAY

Chapter 18 Section 18.8Display FeaturesVisual Merchandising and DisplayElements of Visual Merchandising

GOALAttract 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 imageSetting a business apart from its competitionAttracting positive attention and loyal customersIMAGEDesign and layout of the storeLogo and signageUnique lines of merchandiseStores Web siteDistinct promotional or ad campaignTargeted base of customers

ELEMENTS OF VISUAL MERCHANDISINGSTOREFRONTSTORE LAYOUTSTORE INTERIORINTERIOR DISPLAYSELEMENTS OF VISUAL MERCHANDISINGSTOREFRONTThe exterior of a businessIncludes sign or logo, marquee, outdoor lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting.

ELEMENTS OF VISUAL MERCHANDISINGSTOREFRONTA. SignsB. MarqueeC. EntrancesD. Window displays

ELEMENTS OF VISUAL MERCHANDISINGSTORE LAYOUTA. Selling spaceB. Storage spaceC. Personnel spaceD. Customer space

ELEMENTS OF VISUAL MERCHANDISINGSTORE INTERIORGraphics, signage, color, and soundImportant to todays self-service environmentLightingdraws attention to store areas and specific productsFixturesstrategically placed to maximize sales

ELEMENTS OF VISUAL MERCHANDISINGINTERIOR DISPLAYSFIVE TYPESarchitectural displays, closed displays, open displays, POPs, store decorations

FIVE TYPES OF INTERIOR DISPLAYSARCHITECTURAL DISPLAYSModel roomsShows how merchandise can be arranged in homesKitchens, living rooms, bedroomsTakes up a great deal of space

FIVE TYPES OF INTERIOR DISPLAYSClosed displaysCustomers seeHandle merchandise with assistance from clerkValuable items

FIVE TYPES OF INTERIOR DISPLAYSOpen DisplaysCustomers are able to handle merchandise.Shelves, counters, and tablesSelf-service selling environment

FIVE TYPES OF INTERIOR DISPLAYSPoint-of-Purchase displays (POPs)Consumer sales promotion devicesBold graphics and signageHold, display, dispense productsProvide informationEncourage immediate purchaseFIVE TYPES OF INTERIOR DISPLAYSPoint-of-Purchase (POPs)TemporaryKiosks for ChristmasSemi-permanentThemed promotionsPermanentvending machines, ATMs

FIVE TYPES OF INTERIOR DISPLAYSStore decorationsCoincide with seasons or holidaysCreate atmosphere

Chapter 18 Section 18.2Display Design and PreparationHelp companies attract customers and sell productsLimited timeframeSensitive to individual perceptions, appeal to targeted customers, and support overall business imageSensitive to cultural and ethnic diversityFIVE STEPSStep 1: Select MerchandiseAppropriate for the season, target audience, stores geographic location

FIVE STEPSStep 2: Select the type of display.One-item displaySimilar-product displayRelated-product displayCross-mix of products

FIVE STEPSStep 3: Choose a setting.Depends upon the image the business wants to project.Realistic, semi-realistic, and abstract

FIVE STEPSStep 4: Manipulate the artistic elements.Influence your perception without your knowing it.

FIVE STEPSStep 4: Manipulate the artistic elements.LineColorShapeDirectionTextureProportionBalanceMotionLighting

FIVE STEPS

Step 5: Evaluate the completed display.Enhance the stores image?Appeal to customers?Promote the product?Theme creatively applied?Color and signage appropriate?Pleasing result?DISPLAY MAINTENANCEDurationhow 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.

AssignmentQuizletVocabularyPracticePre-testtake a test without looking at your wordsWritten, MC, T/F

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