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M03S03 - Visual Merchandising.pptx

The document discusses visual merchandising, focusing on how products are presented in retail spaces, including store layout, displays, and signage. It highlights the importance of both exterior and interior design in creating an appealing shopping environment, as well as the components of visual merchandising such as fixtures, mannequins, and lighting. Additionally, it covers the role of signage in guiding customers and enhancing their shopping experience through various types of signage and effective placement strategies.

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zynox
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2 views

M03S03 - Visual Merchandising.pptx

The document discusses visual merchandising, focusing on how products are presented in retail spaces, including store layout, displays, and signage. It highlights the importance of both exterior and interior design in creating an appealing shopping environment, as well as the components of visual merchandising such as fixtures, mannequins, and lighting. Additionally, it covers the role of signage in guiding customers and enhancing their shopping experience through various types of signage and effective placement strategies.

Uploaded by

zynox
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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VISUAL MERCHANDISING

VISUAL MERCHANDISING AND DISPLAYS


Visual merchandising is concerned with presenting products to customers within the retail
space.

It encompassing all activities concerned with the presentation of the product within the retail
outlet, including the choice of store layout, the method of product presentation, the choice of
fixture and fittings, the construction of displays, and the use of point-of-sale material.

Example: Fashion and home furnishing retailers have always devoted considerable resources
to displaying products in a visually appealing way, whilst discount grocery retailers are much
more concerned with space efficiency.
EXTERIOR DESIGN AND LAYOUT
The exterior of most stores includes the fascia, the store entrance, the architectural features of
the building and windows. The contribution of these parts of a store’s exterior to an overall
design can vary in importance according to the type of store format and the products on offer.

Store design involves formulating and structuring all elements of the physical environment.
The storefront includes all aspects of the front/exterior of the store. Elements include the
marquee (or exterior sign), entrances, windows, banners, planters, canopies and lighting.

Example: Superstores, hypermarkets and category killers rarely use window displays, but have
bold fascias and easy to access entrances. Standalone stores may have to conform to strict
architectural guidelines imposed by government planning authorities, whilst the centre
management team may control the exterior of stores in a planned regional shopping centre.
INTERIOR STORE DESIGN AND LAYOUT
Interior design involves all components of the store interior, including fixtures, graphics,
flooring, ceiling, lighting; and other visual elements.

Of all the elements of store design and visual merchandising, interior design has the greatest
capacity to convey store image and create certain moods and emotions in buyers.

Basic interior design begins with such items as the width of aisles, the treatment of pipes and
vents, the decoration of walls, and the style of lighting fixtures. All these elements contribute
to customers’ perceptions of and responses to the store.
COMPONENTS OF VISUAL MERCHANDISING
1. Fixtures/Props
⚫ Display fixtures include racks, stands,
tables, shelves, and other devices for
physically presenting merchandise. They
may be floor fixtures-round, rectangular, or
box-racks, cubes –or wall fixtures such as
brackets, shelves, etc.

2. Mannequins
⚫ Mannequins are typically used in a retail
store environment to display the
merchandise.
3. Shelves
⚫ Obviously, shelves are necessary to store

stocked merchandise. They are poor display


areas, however, and should be hidden
whenever possible by walls, curtains, and so
on.

4. Counter and Table Display


⚫ These sell merchandise more readily than
do shelf displays, because they are located
in front of the stock areas, bringing the
goods nearer to the customer and allowing
the customer to usual design for counters
and cases.
5. Store Windows
⚫ The store window is often the one that attracts
a customer into the shop and hence is the
essential part not only in design of the store
but also in terms of what the store presents
visually to the customer.

6. Color & Lighting


⚫ Color and lighting are critical to an ambiance
that projects a store’s image and attracts
customers.

⚫ Color can influence the perception at a room’s


size complement the merchandise on display,
state a as lion position, and attract a particular
clientele.
7. Sound and Aroma
⚫ Sound is an important design tool because of
its ability to affect buying behavior.
⚫ Music in particular helps create a retail
environment in which sensory satisfaction
brings relaxation and a willingness to
purchase, Programming can be used
thematically to reinforce the merchandise or it
can be used to attract the target customer
group.
THE PLANOGRAM
A planogram is a tool used by the retailer
that helps determine the location of
merchandise within a department.

It is a diagram that visually communicates


how merchandise and props physically fit
onto a store fixture or window to allow for
proper visibility and price point options.
For a retailer who has a number of stores
spread over various locations, a planogram
is a good way of communicating how
displays are done.

This allows consistency in presentation


across locations. When products are
presented in the same manner across
locations, the customer feels familiar and
comfortable at each location.
METHODS OF DISPLAY
1. Colour Dominance
⚫ This is the simplest and the most direct method of presenting merchandise. In such a display,
merchandise is primarily displayed by colour.
⚫ Within the colour display, the products may be displayed by size and style.

2. Co-ordinated Presentation
⚫ Presenting merchandise in a co-ordinated manner. May be done for garments, home
fashion, bed & bath linen and even kitchen requisites.
3. Presentation by Price
⚫ In such a display, the inexpensive, bargain or sale merchandise is displayed first. The
volume of the product and the savings is dominant.
COMMON ERRORS IN CREATING THE DISPLAY
Clutter

Lack of an Underlying theme

Too many props

Dirty floors

Poor lighting
SIGNAGE AND GRAPHICS
Any visual representation which gives
information to the customers about a store, any
office, building, street, park and soon is called a
signage.

Signage helps the customers to easily reach their


desired destination or locate a building by simply
following the instructions displayed on it.
ROLE OF SIGNAGE AND GRAPHICS IN RETAIL INDUSTRY
A customer can easily locate the store with the help of a signage. It is the signboard
which actually attracts the customers into the store.

Sign board gives all necessary information about the store.

The signboards are an effective medium of communication between the retailer and
the customer.

A signage goes along way in influencing the customer’s buying decision.


TYPES OF SIGNAGE
TYPES OF SIGNAGE
Category Signage
⚫ Category signage in a retail store refers to
signs that help customers identify and
locate different sections or product
categories within the store.
⚫ These signs are typically placed above or
near the areas where specific types of
products are displayed.
⚫ The purpose of category signage is to
enhance the shopping experience by
making it easier for customers to find what
they need quickly and efficiently.
Promotional Signage

⚫ These consist of signs such as “for


sale,” “one remaining,” or “buy now”
messages, which helps entice
customers into making a purchase they
may have otherwise overlooked.

⚫ Promotional signage can also help draw


customers into a store and towards the
item you wish to sell.
Point of Sale Signage
⚫ POS displays allow you to create
signage that targets niche and specific
audiences such as impulse buyers.
⚫ A well-placed POS display acts as a
subtle advertisement and is more likely
to have an effect on the customer to
buy a product right then and there.
Digital Signage

⚫ Digital LED Screens: These are


high-definition screens used to display
dynamic content, such as product
videos, advertisements, and real-time
promotions.

⚫ Interactive Kiosks or Screens: Some


retail businesses also implement
self-service kiosks that allow customers
to access information, browse products,
and even place orders.
WHAT CAN AN EFFECTIVE SIGNAGE DO?
Be a cost effective marketing tool

Promote products and services

Communicate essential information

Create a positive first impression

Create goodwill

Commands attention
SIGNAGE PLACEMENT
Windows

Entrances

Freestanding displays

Promotional aisle

Walls

Dressing rooms

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