Visual Merchandising
Retail Marketing
Presented By: Pranav Khosla Rohan Bajaj Yadhu Krishnan Shreya Rammohan Shreya Suresh
VISUAL MERCHANDISING
Visual merchandising is the activity and profession of developing floor plans and three-dimensional displays in order to maximise sales.
Both goods or services can be displayed to highlight their features and benefits.
PURPOSE
The purpose of visual merchandising is to: Make it easier for the customer to locate the desired category and merchandise. Make it easier for the customer to self-select. Recommend, highlight and demonstrate particular products at strategic locations.
Educate the customer about the product in an effective & creative way.
Attract, engage and motivate the customer towards making a purchase.
SCOPE
Today visual merchandising plays an important role in this business of retail-industry.
Visual Merchandisers are the professionals who are responsible for granting any brand a face.
Consumer behaviour studies have confirmed that the lure of a beautifully done up show window and a tastefully decorated facade, more often than not, prove irresistible as they walk in to check out what is on offer. The mood and theme of such displays change at regular intervals, it makes certain that the store remains top of mind. Stickiness in retail formats is also ensured by the imaginative use of colours, lighting, space,
JOB ROLE-FASHION RETAIL
-To make an impact on the customer -To create a floor set wherever required - Mannequin display
JOB ROLE-FOOD RETAIL
-Managing the layout of the store
-Food packaging - Preparing food displays
TRAINING- FASHION RETAIL
-To communicate effectively with merchandise managers -To keep pace with current trends - To work based on colour theory - To work according to the planogram - To work on the look of the store according to various seasons (festivals)
TRAINING- FOOD RETAIL
-In planning with the space
allocated -To determine how food products are placed
-To maintain the uniformity of the retail store in terms of looks
TOOLS OF VISUAL MERCHANDISING
1) Colours & Textures 2) Fixtures and merchandisers presentation 3) Windows 4) Props 5) Lighting 6) Mannequins
Colours & Textures
Colour increase brand recognition by up to 80 per cent. Colour improves readership as much as 40 per cent. Colour accelerates learning from 55 to 78 percent
TEXTURES Texture deals with the look and feel of materials. Visual texture is the result of light refracted from any surface The combination of visual and tactile texture provides a definite interpretation of all items and materials encountered.
Mannequins
Mannequins are typically used in a retail store environment to display the merchandise There are many types of mannequins available, the most common type is the life size mannequin. These mannequins are the same size as a real person and have arms, legs, hands, feet and a head
Techniques
Retail design is a creative and commercial discipline that combines several different areas of expertise together in the design and construction of retail space.
Retail design is primarily a specialized practice of architecture and interior design, however it also incorporates elements of interior decoration, industrial design, graphic design, ergonomics, and advertising.
Window Displays
Seen from outside of the store. First contact with the customer.
Can have a series of windows.
Advantages of Window Displays: Establish and maintain an image Arouse curiosity Disadvantages of Window Displays: Expensive to design and maintain Requires space Merchandise can get ruined (sun ,etc) Glare
Types of Window Displays
Enclosed windows: have a full background and sides that completely separate the interior of the store from the display window.
Ramped windows: floor is higher in back than in front Elevated windows: from 1 to 3 feet higher than sidewalk Shadowbox windows: small, boxlike display windows
Types of Window Displays
Semi-closed windows: have a partial background that shuts out some of the store interior from those viewing the window Open Windows: have no background panel and the entire store is visible to people walking by Island windows: four-sided display windows that stand alone, often in lobbies.
Other forms of Visual Merchandising
Signage Internal Display
Other forms of Visual Merchandising
Media Display Planned and Impulse Buys
FASHION RETAIL
BEAUTY RETAIL
