unit 1 & 2 - visual merchandising elements

8/8/2019 Unit 1 & 2 - Visual Merchandising Elements

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Unit Objectives

By the end of this unit you should be able to: Understand and discuss visual

merchandising as an activity Describe the key visual merchandisingenablers

Discuss the importance of VM in modernretail



Introduction & Objectives

Visual Merchandising is about attractingCustomer. It could be attracting them to:

a. A storeb. A part of a storec. Particular products or category



Visual Merchandising Enablers



1. Product Portfolio and Specifications

The first aim of VM is to enable pdts to bevisualized based upon product features such as:± Size± Weight± Colour, etc

Thus it is important to first understand whichproducts you have in your range/categories, and

How each needs to be treated in a VM plan All these go into VM Planning



2 .Product / Category Based Merchandising

A VM plan is made also to consider the variousways different products can be displayed; e.g.a. Some products are displayed just as they areb. Others have to displayed using props

developed and bought from Suppliersc. Others require larger display shelves or

stands

Thus Visual Merchandisers need to collaboratewith creative and interior design firms to developbest VM plans



3 . Product Space Availability

Retail sales happen based on the attractivenessof product displays There is thus need for the availability of adequate space for display

Ensuring product display space availability for afull range (or main products or SKUs) is a keychallenge for Visual Merchandisers



Summary

± VM is both a Science and an Art± Thus VM strategies for different products

can be vastly different and may require a

whole new approach sometimes



END



Unit 2

VM Goals and Features



VM Goals



1 . Eye catching consumer attraction

a. Making connection between the eye of theconsumer and the merchandise in the storeis a key objective on VM

b. Creating awareness through a visual appealmaking the products more desirable

c. Thus products are displayed in different waysto attract customers

d. This should be so even if they were notlooking for these products



2 . Creative In-store product advertising andpromotion

VM displays are like adverts inside a storeVM helps retailers and brands to advertisetheir products through product displays,

props, etcThus the big objective of VM is to deliver astrong message to consumers through a well

designed VM campaign



3 . Retail ³Eye share´

a. Just as brands compete for market share,they also compete for shelf share

b. Brands also compete for Eye sharec. The objective of VM is thus to maximize eye

share of the brands against competitiond. One of the key focus of Sales & Marketing

people is the aspect of merchandisinge. FMCGs companies usually pay hefty price to

merchandise in retail outlets



4 . Impulse Triggers

a. The natural instinct of shoppers is to enquireabout things they see and desire

b. Sometimes they buy by impulse after onlyseeing the product: thanks to VM

c. For a consumer, VM indicates availability andpopularity of the product

d. The common thing between all consumers isthe attraction and impulse trigger that highimpact VM and display creates



VM Features



1 . Real Time Real Productsa. VM execution main feature is that it is built

around physical and real productsb. It is a 3 D environment where consumers can

see the details of a product and even touch it.

c. Because of this customers get to see theproduct physically, touch or move it.

d. They can thus get an idea about itsspecifications and its various features

e. VM¶s challenge is to come up with imaginative& eye catching themes which has the physicalproducts right in the middle of it



2 . Twenty Four By Seven Situations

a. Unlike ads which appear for only a while e.g.on TV, VM displays exist 24 /7

b. The benefit of this is that customers can see

for themselves the various product displayswithin a shopping environment

c. They can then choose whether they want to

check them out or not



3 . Science and Art

a. VM is a Science and an Artb. It is a science because it is based upon

consumer psychology and habits upon whichthere are some well defined principles thatwork

c. It is an art because it calls for an innovativeand creative approach to make the most of

space, products, props, lights, colour, etcd. Each VM output is considered different and

unique



4 . Man Made Themes

a. The conceptualization and implementation of VM themes is done by expert designers,agencies or merchandising specialists

b. VM is not pre-packaged but requires liveexecution or implementation

c. Display and shelves need constantrearrangement and fixing so that they look

fresh and cleand. VM experts thus have to come up with

effective VM solution to captivate customers



5 . Eye, Try and Buy Formula

a. This formula explain the total scope andpower of VMb. VM most powerful feature is that it is clearly

designed to induce impulse salesc. Displays are often called silent salesmen in

stores, as they attract customers and makethem buy by impulse

d. The benefit to the store is high sales and tothe customer is more attractive prodtucts tochoose from



6 . Format Features

a. VM strategies tend to change with formatsand categories

b. Formats define the space that may beavailable for VM planning and execution

o H ypermarkets Versus Supermarket

c. E.g. an exclusive store will have a differentmerchandising plan than a multi brand store

d. Thus a store window in a large store needsmore preplanned design work while a soapshelf at a small store needs little preparation



7 . People Drivena. Stores rely on their staff to set up and maintain

VM displays and signageb. VM is an everyday thing not a one-time thingc. It is Staff dependent in the sense that store staff

set up and manage the displays themselvesd. They may get advise from expert

merchandisers but VM execution is a storeteam responsibility



8 . Category Centric

a. VM is category consciousb. Every category of products has unique

features such as size and attractivenesswhich needs to be considered

c. Various tactics and methods are developedand applied by experts which then translatesinto merchandising guidelines



END

unit 1 & 2 - visual merchandising elements

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