chapter 10 visual merchandising. learning objectives understand the contribution that visual...

CHAPTER 10

VISUAL MERCHANDISING

LEARNING OBJECTIVES Understand the contribution that visual merchandising

(VM) makes to RPM process by presenting the product to its best advantage

Explore the scope of VM within a variety of retail contexts

Understand the supporting role VM plays within a positioning strategy

Appreciate how VM and store design work together to create a stimulating environment

Understand how creativity in VM and display can enhance product appeal

THE SCOPE OF VISUAL MERCHANDISING “makes the market place innovative, exciting and

stimulating by creating product-led stories supported by merchandising solutions” (Corsie, 2003:1)choice of fixturesmethod of product presentationconstruction of displays (including window)choice of layoutuse of point of sale/purchase material

VISUAL MERCHANDISING SYSTEMS

Helping to forge stronger links between product range planning, space allocation and product presentation

Store personnel can gain access to product range plans as they are being built by buyers and merchandisers

Finalised plans of photographic quality can be communicated through retailer

Help fashion retailers to inform store personnel of product linkages

RESPONSIBITY FOR VM

Varies in retail organisationVisual merchandisingCorporate communicationsPromotionsBrand management / marketing

Boundary between paid-for and unpaid-for in-store images is blurred

‘Ambient media’ and VM blend together in the retail environment

VM SUPPORTS A RETAIL POSITIOINING STRATEGY

Visual Merchandising communicates differentiates strengthens the retail brand

A centralised approach promotes a strong national / international identity allows for integrated corporate communication themes and

messages A localised approach

allows a retailer to adapt to local market preferences, competition and local themes

FIXTURES AND FITTINGS

Gondolas Round fixtures Fourways Shelving Rails Bins, Baskets and Tables

FIXTURES AND FITTINGS

Largely dependent on store layout merchandise cost

Fixturing can be customised should be co-ordinated in ‘families’ should complement not compete with product often have integral lighting needs flexibility

PRODUCT PRESENTATION

Vertically stacked Horizontally stacked Hanging on hangers or hooks Hanging on card / bubble packed Presentation themes:

colour price product feature e.g. size, technical complexity

Dedicated fixturing for brands or categories

LAYOUT

Influenced by product assortment (depth and width)

Constrained by size and structure of store Determined by fixturing Objective: to move customers to every area of

store Trend towards more spacious and airy layouts

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STORE LAYOUT, DISPLAYS AND SPACE ALLOCATION

Concerns product adjacencies and flow Must provide customer logic VM can encourage

trading up multiple complementary purchases impulse purchases

Manipulation of the customer or providing a retail service?

DISPLAY OBJECTIVES

Present product attractively to customer Create visual impact using product,

fittings, display props and lighting Reinforce retailer as a customer focused

organisation Attract customer to quieter areas of store Promote merchandise to increase sales

TYPES OF DISPLAY

On-shelf displays, open to customer Off-shelf / feature displays:

themed classification dominance lifestyle promotional (tonnage) colour co-ordinated using body forms

Window displays backed open Interactive`