Visual merchandise

Created by: PREM KUMAR SONI
ASST. PROF.
MECHANICAL
DEPARTMENT
LNCT-S
Visual Merchandising
12/5/20161

DEFINITION
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 Visual merchandising is a purely aesthetic science, and
it is the backbone of the retail industry.
 Visual merchandising plays an important role in the
retail industry. However, the merchandise hardly sells
in retails where identical merchandise is flooded in the
market.

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 Visual merchandising is a silent selling technique that
helps to reduce the employee mix and increase per
square feet returns and can further help in reducing
marketing budgets.
 Visual merchandising of developing the floor plans
and three-dimensional displays in order to maximize
sales

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Both goods and services can be displayed to
highlight their features and benefits.
The purpose of such visual merchandising is to
attract, engage, and motivate the customer
towards making a purchase.

 Visual Merchandising: The physical display of
goods in the most attractive and appealing ways.
Store Layout: the interior arrangement of retail
facilities.
Selling areas: where merchandise is displayed and
customers interact with sales personnel. (75-80% of the
total space)
Sales support areas: devoted to customer services,
merchandise receiving and distribution, management
offices and staff activities.
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Floor Plan: A drawing showing arrangement of
physical space, such as showing the positioning of
merchandise groups and customer services for a retail
store.
Grid Layout: A retail floor plan that has one of ore
primary (main) aisles running through the store, with
secondary (smaller) aisles intersecting with them at
right angles.
Maze Layout: A free-flowing retail floor plan
arrangement with informal balance.
Fixtures: Shelves, tables, rods, counters, stands, easels,
forms, and platforms on which merchandise is stocked
and displayed for sale.
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Merchandise Presentation
Merchandise presentation includes the ways that goods
are hung, placed on shelves, or otherwise made
available for sale in retail stores.
Shoulder-out presentation: The way most garments are
hung in home closets with only one side showing from
shoulder to bottom.
Face-forward presentation (face-out presentation):
Hanging of clothing with the front fully facing the
viewer. This should always be done at entrances and
aisles.
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Retail Fixtures
 Carousels: Circular racks that turn.
- a large machine that turns arround
 Example: A continuous moving strip on which
passenger’s bags are put for collection.
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Retail Fixtures
 Dump tables/bins: A rimmed table or bin used to
hold sale or special merchandise on the sales
floor, especially in discount operations; it has no
formal arrangement.
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Retail Fixtures
 Four-way rack: A fixture with four extended arms,
that permits accessibility to hanging merchandise
all the way around
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Retail Fixtures
 Rounders: Circular racks on which garments are
hung around the entire circumference
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Retail Fixtures
 T-stand: Freestanding, two-way stand in the
shape of a T, that holds clothes on hangers,
sometimes with one straight arm and one
waterfall.
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Retail Fixtures
 Waterfall: A fixtures with an arm that slants
downward, that contains knobs to hole face-forward
hangers with clothing at various levels.
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Materials
for
VISUAL MERCHANDISE
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TEMPORARY DISPLAYS :
 — Temporary displays are designed for short-
term use (for 4-8 weeks).
 — Materials generally include: cardboard,
printed sheets, chipboard, and plastic.

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2. SEMI PERMANENT DISPLAY
 Semi-permanent displays are usually constructed
out of more durable materials and have a lifespan
of 12-52 weeks or more.
 — Semi Permanent Display uses some of the same
materials, but usually with paperboard and
containerboard.

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3. PERMANENT DISPLAYS :
 — Permanent Displays are by far the most
complex and expensive displays to design,
and is the most profitable display
 Permanent Displays are produced using
strong and rigid materials such as wood,
metal, acrylic, wire

MOSTLY USEDMATERIALS
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1. Wood
 Wood is Extremely common, Easily
available,Durable, May be expensive or cheap
 — It has attractive decorative properties with
or without painting.

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2. MDF = Medium Density Fiberboard
 — Produced from the thinning of sustainable
softwood forests well suited to carcasses.
 — Light in weight
 — Cheap
 — Reasonably strong

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3. PLASTIC
 — Most plastics are relatively cheap
 — Do not require finishing.
 However if exposed to sunlight they may
degrade over time and translucency will be

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4. ACRYLIC:
 — Acrylic is a plastic when polished offers a
gloss finish.
 — It can be crystal clear or pigmented in a
wide variety of colors.
 — Easy to machine
 — cheap and reasonably strong but is also
brittle and can be scratched.
 — It can be bonded with adhesives

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5. STYRENE
 — Styrene sheet comes with a gloss side and
a matt side and it cannot be polished.
 — Styrene is cheap
 — comes in multiple colors
 — It is less brittle than acrylic and more
flexible.

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6 . PETG = Polyethylene Terephthalate Glycol
 — It is a clear sheet and has excellent
transparency.
 — It is easy to thermoform.
 — It is not brittle.
 — Resistant to chemicals such as cleaning
materials.

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7METAL
 Metals are used for some permanent POP
applications where strength and durability are
important. Metal are being used in varity of
props and fixtures.

Displays
 Displays: individual and notable physical
presentation of merchandise.
 Displays are intended to:
 Stimulate product interest
 Provide information
 Suggest merchandise coordination
 Generate traffic flow
 Remind customers of planned purchases
 Create additional sales of impulse items
 Enhance the store’s visual image
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Interior Displays
 Locations for interior displays:
 Just in the entrance
 Entrance to department
 Near cash/wrap
 Next to related items
 Across from elevators and escalators
 Ends of aisles
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Components of Displays
 Merchandise
 Lighting
 Props
 Signage
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Merchandise
More interesting if in odd numbers
Groups:
 One-category, or line-of-goods
 Related groupings: go together or reinforce each other
 Theme groupings: event, holiday, etc.
 Variety or assortment groupings: collection of unrelated items
all sold at the same store.
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Lighting
Used to direct customer’s attention to the display
Use more light for dark colors, less light for light
colors
Beamspread; the diameter of the circle of light
Beamspread techniques:
Floodlighting: recessed ceiling lights to direct
light over an entire wide display area
Spotlighting: focuses attention on specific
areas or targeted items of merchandise
Pinpointing: focuses a narrow beam of light on
a specific item
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Props
 Objects added that support the theme of the
display.
 Functional Props: used to physically support the
merchandise. (mannequins, stands, panels, screens, etc)
 Decorative Props: used to establish a mood or an
attractive setting for the merchandise being featured (ex:
mirrors, flowers, seashells, surfboards, etc)
 Structural Props: used to support functional and
decorative props and change the physical makeup of
displays. (boxes, rods, stands, stairways, etc)
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Signage
 It is the design or use of signs and symbols to
communicate a message to a specific group,
usually the purpose of marketing or a kind of
advocacy.
Includes individual letters and complete signs.
Often on some kind of holder.
Can tell a story about the goods.
Should try to answer customers questions.
Should be informative and concise.
Can include prices, sizes, department location.
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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
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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
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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.
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Visual merchandise

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