VISUAL MERCHANDISING AND DISPLAY Chapter 18 Section 18.8 Display Features • Visual Merchandising and Display • Elements of Visual Merchandising GOAL • Attract 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 image • Setting a business apart from its competition • Attracting positive attention and loyal customers IMAGE • • • • • • Design and layout of the store Logo and signage Unique lines of merchandise Store’s Web site Distinct promotional or ad campaign Targeted base of customers ELEMENTS OF VISUAL MERCHANDISING • • • • STOREFRONT STORE LAYOUT STORE INTERIOR INTERIOR DISPLAYS ELEMENTS OF VISUAL MERCHANDISING • STOREFRONT • The exterior of a business • Includes sign or logo, marquee, outdoor lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting. ELEMENTS OF VISUAL MERCHANDISING • • • • • STOREFRONT A. Signs B. Marquee C. Entrances D. Window displays ELEMENTS OF VISUAL MERCHANDISING • • • • • STORE LAYOUT A. Selling space B. Storage space C. Personnel space D. Customer space ELEMENTS OF VISUAL MERCHANDISING • STORE INTERIOR—Graphics, signage, color, and sound • Important to today’s self-service environment • Lighting—draws attention to store areas and specific products • Fixtures—strategically placed to maximize sales ELEMENTS OF VISUAL MERCHANDISING • INTERIOR DISPLAYS • FIVE TYPES—architectural displays, closed displays, open displays, POPs, store decorations FIVE TYPES OF INTERIOR DISPLAYS • ARCHITECTURAL DISPLAYS – Model rooms – Shows how merchandise can be arranged in homes – Kitchens, living rooms, bedrooms – Takes up a great deal of space FIVE TYPES OF INTERIOR DISPLAYS • Closed displays – Customers see – Handle merchandise with assistance from clerk – Valuable items FIVE TYPES OF INTERIOR DISPLAYS • Open Displays – Customers are able to handle merchandise. – Shelves, counters, and tables – Self-service selling environment FIVE TYPES OF INTERIOR DISPLAYS • Point-of-Purchase displays (POPs) – Consumer sales promotion devices – Bold graphics and signage – Hold, display, dispense products – Provide information – Encourage immediate purchase FIVE TYPES OF INTERIOR DISPLAYS • Point-of-Purchase (POPs) – Temporary—Kiosks for Christmas – Semi-permanent—Themed promotions – Permanent—vending machines, ATMs FIVE TYPES OF INTERIOR DISPLAYS • Store decorations – Coincide with seasons or holidays – Create atmosphere Chapter 18 Section 18.2 Display Design and Preparation • Help companies attract customers and sell products • Limited timeframe • Sensitive to individual perceptions, appeal to targeted customers, and support overall business image • Sensitive to cultural and ethnic diversity FIVE STEPS • Step 1: Select Merchandise – Appropriate for the season, target audience, store’s geographic location FIVE STEPS • Step 2: Select the type of display. – One-item display – Similar-product display – Related-product display – Cross-mix of products FIVE STEPS • Step 3: Choose a setting. – Depends upon the image the business wants to project. – Realistic, semi-realistic, and abstract FIVE STEPS • Step 4: Manipulate the artistic elements. – Influence your perception without your knowing it. FIVE STEPS • Step 4: Manipulate the artistic elements. – – – – – – – – – Line Color Shape Direction Texture Proportion Balance Motion Lighting FIVE STEPS • Step 5: Evaluate the completed display. – Enhance the store’s image? – Appeal to customers? – Promote the product? – Theme creatively applied? – Color and signage appropriate? – Pleasing result? DISPLAY MAINTENANCE • Duration—how 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. Assignment • Quizlet • Vocabulary – Practice – Pre-test—take a test without looking at your words • Written, MC, T/F Choose a display that you like. Using slide number 22, describe the display.