Marketing I“The Visual Sense is the strongest developed in humans”

What is Visual Merchandising?

PHYISCAL elements that merchandisers use to project an image to customers

Use of sales displays and retail floor plans to stimulate sales

Promotes retail space in the best possible way to promote sales

Before Planning Visual Merchandising Approach

Know your target market (Young/Old? Income? Lifestyle? Geographics? )

Apply “visual merchandising” to appeal to this market

Tap in to Emotion (create the mood that will elicit the emotion)

Customers want to feel good when shopping

Components of Visual Merchandising

Store Front Store Layout Store Interior Interior

Displays

Store FrontEncompasses a store’s sign or logo, marquee, banners, awnings, windows, and the exterior design, ambiance , and landscaping.

Signs (Storefront) Designed primarily to attract attention,

advertise a business, and project brand identity.

Design should be original Easily recognizable- often conveys

“image” Name, letters, log, materials, and colors

are used to create the desired store’s image

Marquee (Store Front)Architectural canopy that extends over store entrance

Found over most theatre entrances Highly visible Business can exploit the space for advertising

Entrances (Store Front)

Designed with customer convenience and store security in mind

Smaller stores usually have one entrance; Larger stores usually have multiple entrances

Store Layout How stores use floor space to facilitate

and promote sales and serve customers. Typical layout is divided into four distinct

spaces:

Store Layout Store planners help determine amount of

space needed for each area Space design specific traffic patterns to

encourage browsing and impulse shopping

Store Layout

Selling space- used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow

Storage space- for items kept in inventory or stockrooms

Store LayoutPersonnel space- allocated for store employees

Customer space-comfort and convenience of customer (snacks, rest room, kids area, etc.)

Store InteriorInterior fixtures, flooring, wall covering,

furniture lighting, colors, interior signage, and graphics

Color, Lighting, Graphics, and Paint

Selected based upon target market All are used to create emotion with

customer

Who is the Market and How Does Interior Appeal to that Market?

Abercrombie Store Interior

Who is the Market and How Does the Interior Appeal to that Market?

Neiman Marcus

Who is the Market and How Does the Interior Appeal to that Market?

Dick’s Sporting Goods

Who is the Market and How Does the Interior Appeal to that Market?

Urban Outfitters

Interior Displays

Displays and demonstrates use of products

Five Types of Interior Displays

Closed DisplaysOpen DisplaysArchitectural DisplaysPoint-of-Purchase DisplayStore Decorations

Closed Display (Interior Display)

Closed Displays- allow customers to see product but not handle without assistance

Used for security or to protect fragile items

Point-of-Purchase Displays (Interior Display)

Promote impulse buying More effective at supporting new

products rather than established one

Open Displays (Interior Displays)

Allows customer to handle products without help of salesperson

Store Decorations (Interior Displays)

Coincide with seasons or holidays. Banners, signs, props

Architectural Displays

Model rooms that allow customers to see how merchandise might look in their homes

Class Assignment – 50 Points Work with a partner to create a Visual

Merchandising proposal for The Falcons’ Nest. Apply ONE of elements of visual

merchandising discussed in class.( OR THREE different types of interior displays)

Prepare a PPT presentation that includes:

1) Identify Target Market2) Develop proposal for ONE visual merchandising change to make to the Falcons’ Nest. 3) Create a prototype (sample) of the change, modification OR NEW visual merchandising display or component4) Prepare PPT presentation to present to class that summarizes your proposal5) Rubric provided VisualMerch.Mkt.1.Rubric.docx