Visual merchandising coordinates all physical elements of a store to project the right image. It includes 4 key elements: store front, store layout, store interior, and interior displays. The store front includes the marquee, entrances, and window displays. Store layout allocates floor space for selling, merchandise, personnel, and customers. The store interior affects the store's image through factors like flooring, lighting, and colors. Interior displays are used to showcase merchandise through various props and fixtures to generate sales. Frequent changes to displays are important to attract customers and encourage purchases.

1. VISUAL
MERCHANDISING

2. VISUAL MERCHANDISING:
The coordination of ALL physical
elements of a business to project
the right image

3. Visual merchandising has
increased tremendously
in importance with the
growth of self-service
retailing

4. Display:
• A much narrower concept
than visual merchandising.
• It pertains to the visual and
artistic aspects of presenting
a product to a target market.

5. 4 Key Elements of Visual
Merchandising:
1. Store front
2. Store layout
3. Store interior
4. Interior display

6. Store Front:
The exterior of a business
1.Marquee
2.Entrances
3.Window Display

7. Marquee:
The sign that is used to
display the store name

8. Entrances:
• Designed with customer
convenience and store security
in mind.
• There are several types of
entrances each portraying a
certain image

9. Types of Entrances:
• Revolving – up scale stores
• Push-Pull – full service stores often
with fancy handles
• Electronic – Self-serve stores, with
carts such as Wal-Mart, Meijer, Kroger.
• Climate Controlled – shopping
malls.

10. Window Displays:
• The store’s FIRST IMPRESSION
with the customer.
• Begin the selling process even
before the customer enters the
store.
• Suggests the type of merchandise
carried in the store.

11. 2 Types of Window Displays:
1. Promotional – promote the sale of
one or more items by using special
lighting and /or props.
• Skiwear with fake snow for accents
2. Institutional – promote store image
rather than specific items.
• Designed to build customer good
will, show that the business is
interested in the community

12. Store Layout:
The way the floor space
is allocated

13. 4 Types of Floor Space:
1. Selling Space
2. Merchandising Space
3. Personnel Space
4. Customer Space

14. Selling Space:
• Includes:
•Interior displays
•Sales demonstration
areas
•Sales transaction areas
(wrap desk)

15. Merchandise Space:
• Allocated to items that
are kept in inventory
•Selling floor
•Stock room area

16. Personnel Space:
• Space for employees:
•break rooms
•lockers
•restrooms

17. Customer Space:
• Comfort and convenience of
customers:
• Restaurants
• Dressing rooms
• Lounges
• Restrooms
• Recreation area for children

18. Customer Space:
• Stores are competing more
& more in these areas
• Allocating more dollars and
space for customer
convenience than ever
before

19. Once the floor space has been
allocated management & visual
personnel spend a lot of time
planning the effective use of
the space

20. Visual Decisions:
• What product are to go where
• Agencies – what products should
be next to each other
• Where to put seasonal
merchandise such as coats,
swimwear and Christmas items
• Traffic patterns

21. Store Interior:
• Affects the store’s image
• Includes items such as:
• Floor & wall coverings
• Lighting
• Colors
• Fixtures

22. • It is important to create a
relaxing, comfortable place for
customers to shop
• Customers shop longer & are
more relaxed and spend more
when they are not pressed by
crowds, delays & long lines

23. Interior Displays:
• They are part of the general store
interior.
• Displays generate 1 out of 4 sales.
• They enable the customer to make
a selection without personal
assistance

24. 5 Kinds of Interior
Displays:
1. Closed Displays
2. Open Displays
3. Architectural Display
4. Point-of-Purchase
5. Store Decorations

25. Closed Displays:
• Look but don’t touch
• Require sales person assistance
• Expensive or fragile
merchandise
• Jewelry cases

26. Open Display:
• Handle merchandise without
a salesperson
• Self-service
• Used for most clothing

27. Architectural Display:
• Actual room setting
• Furniture

28. Point-of-Purchase:
• Promote impulse buying
• Items at the register
•Batteries
•Candy
•Magazines

29. Store Decorations:
Decorations for holidays
such as
Christmas, Halloween and
Valentine’s Day

30. • Interior displays use fixtures
and props to showcase
merchandise
• Props are generally
classified as decorative or
functional

31. PROPS:
• Functional Props – practical
items for holding merchandise
such as mannequins and shirt
forms
• Decorative Props – Only
purpose is to enhance
merchandise. Items such as trees,
tables, cars.

32. Importance of Interior
Displays:
• Show the customer what’s new
• Show customer how to put together a
total look
• A good display helps create multiple
sales
• Customers want to look like the
display
• Customers want you to show them
what to wear

33. Interior Displays:
• Often convey a common theme through
out the store
• Animal prints, patriotic theme
• Used to tell a color story

34. • The large display in a store
including the mannequins & wall
displays are usually set up by visual
department
• Small table displays and fixture top
displays are usually set up &
maintained by the individual
department staff

35. It is important to change
departmental displays
frequently

36. When to change displays:
• When new merchandise comes in
• Just to change around the pieces of a
group that has been on the floor for
awhile
• Gives the group a new look

37. • The same customers walk
through your department every
week – you want it to look
fresh
• You want to give them a
reason to buy

38. GIVE THE
CUSTOMER A
REASON TO
BUY