The Art & Science of Visual Merchandising

How Human Anatomy, Physiology and Kinesiology relate to the shopping experience in your store.

--Anne Cecil, Merchandising SpecialistCopyright 2016

Shocker #1: Humans are Physical

Store Approach & Entry

Approach Do & Don’t

Windows = WOW

Windows = POV

Images courtesy of Equine Chic

Merchant Tip #1•Change your windows every month at least.•Plan a window calendar 1 year in advance – tie into holidays or local events whenever possible.•Use trash night, garage sales, thrift shops for supplies and props.•Keep an install tool box handy and up to date with supplies.•Consider lighting – it is one of the easiest facelifts along with a coat of paint and clean windows.•Consider a ceiling grid system to hold moveable lights and use to hang design elements. These can be purchased from display supply stores or made from fencing wire or wood.

The Landing Strip

Landing Strip Do

Shocker #2: Human Vision has limitations

Wall Display

Interior display = POV

Shocker #3: Humans move the same way

Right turn, Right reach

Merchant Tip #2•Draw a to scale floor plan on graph paper to get a good understanding of your space.•Don’t forget to consider the “aisle” size and space one needs to get around a fixture.•Be mindful of “butt-brush”.•Use layers of tissue to make moves on your plan without physically moving your fixtures and merchandise.•Consider your adjacencies.•What draws your customers to the back of your store?•Rule of thumb % of sales in a category = the % of floor space devoted to that category.

Fixtures

Signage

Images courtesy of Horsemen’s Outlet

Mirrors

Merchant Tip #3•Consider the merchandise that will go on each fixture and the amount of traffic it will get. Furniture may not hold up well in your particular case.•Is it feasible and affordable to have custom fixtures built by a carpenter?•Are there instances where furniture will work – trash, thrift, garage sale, your own basement or garage?•With the advent of inexpensive large scale printing there is no excuse for poorly executed signage.•Lighting, Lighting, Lighting.•Mirrors, Mirrors, Mirrors.

Shocker #4: Humans Have 2 Hands

Amenities/Support

The Close - The Fitting Room

The Lasting Impression - The Cash Wrap Experience

Merchant Tip #4•Consider how you can assist with keeping 2 shopping hands free – coat check, bags, baskets?•How can you keep the non-shoppers happy?•What is your fitting room experience like for your customer? Is a clean, comfortable and positive experience?•Review the cash wrap – Is it clean and free of food and clutter? Is there ample space for your customer to retrieve their wallet and pay? Do you do anything to make your customer feel special? Does your customer leave with a lovingly packed, branded bag?

Name that DO!

Name that DON’T!

Name Those Do’s!

Name Those DON’TS!

What’s wrong with this picture?

You’re the store planner!

Thank you!Any Questions?For more information:•Why We Buy? The Science of Shopping by Paco Underhill•www.envirosell.com

For help with your store:Anne Cecil, onomadeinthe191.com