visual merchandising - mr. b's business ed...
TRANSCRIPT
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Visual Merchandising and
Display
Marketing
December 2015
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Visual Merchandising
Coordination of all the physical elements
in a place of business that are used to
project the right image to its customers.
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Why is Visual Merchandising
Important?
The “right” image invites interest Encourages purchasing
Makes the customer feel good about
purchasing
Creates the whole vision of a business
Draws in the customer
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Display
The visual and artistic aspects of
presenting a product to a target group of
customers.
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What is the difference between
Visual Merchandising and Display?
Display Visual
Merchandising
Visual and artistic
aspects of presenting a
product.
Visual and artistic
aspects of the
entire business
environment.
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Visual Merchandising
- Four Key Elements -
1. Storefront –
Total exterior of a business.
Includes sign, marquee, outdoor
lighting, banners, planters, awnings,
windows, and the building itself.
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Visual Merchandising
- Four Key Elements -
2. Store Layout –
The way the store floor space is
used to facilitate and promote
sales to best serve the customer.
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Visual Merchandising
- Four Key Elements -
3. Store Interior –
Floor and wall coverings, lighting,
colors, and store fixtures.
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Visual Merchandising
- Four Key Elements -
4. Interior Displays Technically are part of the general
store interior, but they are so
significant that they are commonly
considered in a category of their
own.
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Identify which of the Four Key
Elements this picture represents:
Store
Layout
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Identify which of the Four Key
Elements this picture represents:
Storefront
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Identify which of the Four Key
Elements this picture represents:
Store
Interior
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Identify which of the Four Key
Elements this picture represents:
Interior
Displays
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Identify which of the Four Key
Elements this picture represents:
Storefront
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Identify which of the Four Key
Elements this picture represents:
Interior
Displays
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Identify which of the Four Key
Elements this picture represents:
Store
Layout
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Interior Displays – 5 types
Open – customers can handle the product
Closed –customers can see but not handle merchandise (fine
jewelry)
Architectural – model rooms that allow customers to see how
merchandise might look in their homes (Home Depot kitchens,
Furniture Stores)
Point-of-Purchase – promotes impulse purchases (gift
card displays, candy displays at cash register)
Store Decorations – coincide with specific seasons or
holidays (Christmas)
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Display Design and
Preparation
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Questions for you: 1. If you only had seconds to attract attention
to a display in a nonverbal way, how would
you do it?
2. What displays have you seen that have
made a lasting impression?
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Step 1
Select The Right Merchandise
– New, popular, best selling, sale items
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Step 2
Select the Display
One-item display – shows a single item.
Line of goods display – One kind of product but
features several brands, sizes, or models.
Related Merchandise display – features items that
are meant to be used together.
Assortment display – features a collection of unrelated
items. Usually emphasizes price.
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Step 3
Choose the Setting
Realistic Setting
A room, area, or recognizable locale.
Semirealistic Setting
Suggests a room or locale but leaves details to the imagination.
Abstract Setting
Focuses on form and color rather than actual objects.
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Step 4
Manipulate the Artistic Elements
Line
Color
Shape
Direction
Texture
Proportion
Balance
Motion
Lighting
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Step 5
Evaluate Completed Displays – Does it enhance the stores image and appeal to
customers? If not, change it!
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Maintain Displays!
Why is display maintenance important?
Poor maintenance can create a negative image of the
merchandise as well as the store.
A display has about 3 to 8 seconds to attract a
customer’s attention, create a desire, and sell a product.
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Storefront
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Store Interior
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Interior Display