VISUAL MERCHANDISING

Presented ByABHISHEK JAIN

Indira Institute Of Career Studies, Pune

What is Visual Merchandising ?

Visual Merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. - (Oxford Dictionary)

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer.

What is Visual Merchandising ?

Visual Merchandising is a term used to describe everything we see and experience when we walk up to, into and through a retail environment.

Visual Merchandising is the art of implementing effective design ideas to increase store traffic and sales volume.

Areas of Visual Merchandising....

Location of Store – Suitable to the image and branding of the store, Visibility, Parking etc.

Store Design – Colour schemes, floor covering, fixtures, exterior, interior, entrance, height of counters, lighting, racks.

Window Displays – The first point of communication between product and the customer. It gives the customer a reason to enter into the store.

Areas of Visual Merchandising....

Floor Layout – Careful arrangement of fixtures and display racks and showcases, which helps in maximise the retail space for greater returns.

Traffic Flow – The intended path of navigation for customers to access all areas of the store. It is driven by the type of the stock stored in the store

Merchandise Display – Physical presentation of products.

Areas of Visual Merchandising....

Sensory Inputs– The total affect on a customer. It includes an atmosphere that has a subconscious effect on the consumer by appealing to the senses.

Maintenance – Very important area of merchandising that is often overlooked.

Signage – Convey information about merchandise, manufacturer and also useful in emphasize a theme.

Colour Schemes….

Colour Schemes helps to create a mood immediately.

Warm Colours – Aggressive, spirited and advancing. (Red, Yellow, Orange)

Cool Colours – Receding. (Blue, Green, Purple)

Neutral Colours – Can be warm or cool. (White, Black, Brown)

Exterior - Interior….

Exterior - Outside appearance of the store front.

Used to strengthen the store image.

Includes – Decorative elements, lights, awnings.

Interior - Inside appearance of the store.

Used to give more time to the sotre.

Includes – Flooring, lighting, mirrors, posters/hanging posters.

Lighting….

Draws attention of customer to the merchandise.

Customer attracted toward well light areas.

Display light should be 2 to 5 time stroner.

Helps in – Creating mood, colouring and patterns.

Enabling the customers to see the merchandise with perfect clarity.

Appearance of the window and the merchandise can be altered to a great extent.

Window Displays….

Help in keeping eyes of the customer to the interior of the store.

Help in image creation.

Provide a brief introduction about the merchandise.

Strengthen traffic and sales.

Types of Windows – Straight front, Angled front, Corner, Shadow box, Windowless.

Floor Layout and Traffic Flow….

Easy access of wheelchairs and prams etc.

Visible aisle-ways.

Suitable aisle patterns.

Dead Spots.

Prime positions.

Stock categories – Seasonal merchandise, Best sellers, Basic stocks, High profit lines, Impulsive merchandise.

Merchandise Display….

Its essential and primary purpose for creating the display or visual merchandising.

Helps in determining other elements of the display.

Selection of merchandising and timing is critical.

Publicises the business and product

Offers the public useful and practical demonstrations.

Supports popular trends

Ways of Merchandise Display….

Variety – Variety adds interest by creating contrast.

Dominance – Attractive and effective displays have a centre of attention or dominance to which the customer’s eyes are drawn and held.

Grouping – A balanced display consists of small groupings within one large grouping.

Depth – Depth is the distance from the front of the window to the back of the window.

Ways of Merchandise Display….

Steps – Begin at a low point on one side and progress on the opposite side of that area.

Fan – Spread up and out from a small base (Inverted Pyramid) and directs viewers eyes upward and outward.

Zigzag – Like modified pyramid and its way to the apex of the display.

Pyramid – Triangular display of merchandise in vertical or non vertical form.

Purpose of Visual Merchandising….

To introduce, explain, show and sell the merchandise.

To encourage the shopper to enter the store and to make it easier to self select.

To establish, promote and enhance the store’s visual image and to increase profitable revenue.

To create visual seduction that charms the customer results in add-on sales.

Visual Merchandising Tips (Brief)….

Display products in a creative way

Use accent lighting to feature products.

Change displays Daily/Weekly.

Colour matters very much, so use it.

Merchandising themes.

Thank you