VISUAL MERCHANDISING

“The ART Of SiLeNT SeLLiNg”

 Introduction
 Need visual merchandising
 Components of visual merchandising
 USe Of 4P’S iN ViSUAL meRchANdiSiNg
VISUAL 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 MERCHANDISING

 To grab the mind space of its customers by visually

enticing them to their stores
 Visual marketing and advertising
 To communicate with the target customers much more
easily
 To attract during festivals and occasions
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
in
Visual Merchandising

 Product
 Place
 Price
 Promotion
PANTALOONS
Objectives of VM
Store image
Merchandise Presentation
Objectives-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 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 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 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 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 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 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 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.
 VISUAL MERCHANDISING

TYPES OF DISPLAY AND

DEVELOPMENT OF DISPLAY

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TYPES OF DISPLAY
 [Link] Display
 2. 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 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 display

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CLOSE DISPLAY

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POINT-OF-PURCHASE DISPLAY

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DISPLAY DEVELOPMENT

 1. Determine the goal of the display.

 2. Choose the merchandise.
 [Link] a theme.
 4. Select props.
 5. Arrange the merchandise and props.
 6. Develop signs.
 [Link] the lighting

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. Determine the goal of the display

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2. Choose the merchandise.

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[Link] a theme.

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[Link] props.

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. Arrange the merchandise and props.

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. Develop signs.

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[Link] the lighting

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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 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
[Link] and visual merchandising .

[Link] merchandising and

market promotion activities

[Link] Examples
 Visual merchandising stands for

Emotional stimuli

Merchandising-
All activities appropriate to
stimulate additional sales
Visual
-Make your competencies
visible
-Make strategic relevant Visual Merchandising-
products best visible to provide consumers efficient
-Increase the level of information and emotional loaded
consumer awareness pictures, which support customer
pleasure and shopping activity.
Design 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 Design

Less planned
purchases by
Consumers.

Exploration of
store,impulse
purchases
will be more.
The elements of design

1. Color 4. Texture
2. Line 5. Light
3. Shape 6. Motion
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 .

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.
Motion

 Mechanical devices are often used to move products

in the display.
 The most common is a rotating platform.
Address 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 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 balance
Correct example of formal balance
CONT..

 Proportion refers to the size and space relationship of all items

in a display.
 Example 1:

Lee
Lee

 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.
Lee

 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 & Spencer
Marks & 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 & 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.
Lifestyle
Lifestyle

 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 [Link] 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.
Lifestyle

 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,LIMITATION
Purpose of visual merchandising

Visual
merchan
dising

Better
Sales Convenie Effective Attract Create
managem
promotion nt buying display customer awareness
ent
Tips 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

 More customers
 Effective selection
 Effective buying decision
 Better categorization
 Instant display of latest trends
 Ease of locating goods
Limitation
 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