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Visual Merchandising

Visual merchandising involves effective product presentation and store design to increase sales. The goals are to educate customers, showcase products appealingly, and motivate impulse purchases. Key elements include planograms to optimize product placement, merchandise presentation techniques like grouping by style or color, fixtures to efficiently display items, signage to provide information, themes to make shopping fun, props to highlight products, and lighting to guide customer attention. The overall objective is to create an engaging in-store experience that encourages browsing and converts browsers to buyers.

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sakshi_mehra123
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83 views

Visual Merchandising

Visual merchandising involves effective product presentation and store design to increase sales. The goals are to educate customers, showcase products appealingly, and motivate impulse purchases. Key elements include planograms to optimize product placement, merchandise presentation techniques like grouping by style or color, fixtures to efficiently display items, signage to provide information, themes to make shopping fun, props to highlight products, and lighting to guide customer attention. The overall objective is to create an engaging in-store experience that encourages browsing and converts browsers to buyers.

Uploaded by

sakshi_mehra123
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Visual Merchandising

What is visual merchandising?

Visual merchandising is an art an science that


involves the implementation of effective
design and product presentation ideas to
increase store traffic and sales volume.
Primary objective of visual merchandising

a casual passerby

a browser

a spender

a big spender

a loyal customer
Key purposes of visual merchandising.
 Educating customers in an effective and creative manner.
 Presenting the merchandise in a 3D environment that
ensures a positive impact on customers and results in a
higher recall.
 Offering a distinct identity to a retail store vis-à-vis the
competition.
 Establishing a linkage between fashion, product design and
marketing by keeping the product in prime focus.
 Arresting a customers attention and motivating them to
take a buying decision in the shortest possible time.
Planogram
 “ is a diagram created from photos,
computer outputs, or artists that
illustrate exactly where every SKU
should be placed”
Why planograms?
 It represents the manner in which
consumer shops
 Or in the manner the retailer would
want the consumer to shop.
Merchandise presentation
techniques.
 Four considerations
 Merchandise should be displayed in a
manner consistent with stores image
 Nature of the product, jeans and skirts
 Packages define how the product will be
displayed.
 Profit potential influences display
decisions
Idea oriented presentation.
 Presenting merchandise based on a
specific idea.
 Individual items are grouped to show
customers how the items could be
combined and used.
Style item presentation
 The most common technique of
organizing stock.
 Stocks are organized either by item or
style.
Color presentation
 Bold merchandising technique by color
 Usually used to communicate the
change of seasons
Price lining
 Organizing merchandise in price
categories.
 Usually when there are limited number
of predetermined price points within
classification
Vertical merchandising
 Merchandise is presented vertically
using walls and gondolas.
 Customers shop as reading news
papers
 It should follow eyes natural movement
 Given store brands and national brands,
which should be placed at eye level.
Tonnage merchandising
 Large quantities of merchandise are
displayed together.
 “Stock it high and let it fly”
Frontage presentation
 Effective displays and efficient storage
are difficult to go together.
 Frontage presentation is a method
where retailer displays as much product
as possible to catch customers eyes.
Fixtures
 The primary purpose being to efficiently
hold and display merchandise.
 Types
 Straight rack
 Rounder ( bulk fixture or capacity fixture)
 Four way fixture ( feature fixture)
 gondolas
Straight rack
 Consists of long pipe
suspended with
supports going to the
floor or attached to
the wall.
 Usually used in
discount stores.
Rounder
 Holds more
merchandise than
straight racks.
 Gives frontage
presentation
 Mobile
Four way fixture
 Has two cross bars
that sit perpendicular
to each other on a
pedestal.
 Holds large amount of
merchandise and
allows greater display
gondolas
 Are used extensively
 Folded apparels are also
displayed in gondolas
 They are used to display
everything it can hold.
Window display

Essentials of good window display . It should be simple


yet attractive with appropriate color and lighting. It
should focus on the best selling products and should
carry a distinct theme.

Window displays have been found to promote sales,


highlight seasonal changes, and announce the
arrival of new products apart from showcasing the
best selling merchandise.
Interior Presentation
 The creative display of merchandise inside a store .
 A customer must be transported to a different world once he or she
enters a store.
 The key of a good internal presentation is that every space should be
properly utilized for the display of merchandise available in the store.
 Interior presentation includes:
• Signages
• Themes
• Props
• Color and
• Lighting
Signages

 To provide basic and significant information to customers


 It displays positive aspects of store
 Information is usually short and informative
 Key words like Prices,Discounts,& free are often found on a
signage

It is important in creating the first impression


someone has of your business
Types of Signages
 Exterior / Outdoor Signage
Exterior signage always works
best when it’s memorable and
large enough to read and to
be able to draw attention from
a distance. They should match
your store aesthetic and be
on-brand to give potential
customers a clear message of
what products you sell in your
store.
• The Store Brand / Name
• Window Graphics
• Pylon Signs
• Deals and Offers
Promotional Signage

To summarize: Both powerful and straight to the point,


this type of retail signage can help make/boost
additional sales, inform passing customers of potential
deals through ‘discount’ or ‘bargain’ types of signs.
Signages
Themes
 Idea of product display in the store
 Add to the aesthetics of product displays within a store with
changing season, festivals to make shopping fun-filled
 Themes-
 Winter fall theme, Summer Theme, Diwali Theme,
Valentine’s day theme, Children’s theme
Christmas & Rakhi Theme
Christmas theme
Props

Found inside a store to highlight the merchandise and


add to the visual impact of a store on customer.
Colors

Contributes to the customers impression of display


as well as stores overall appearance.

2 colors:
Warm – red, yellow
Cool - blue ,green
Lighting

Helps to guide the attention of customers to the


merchandise on display
2 types
Primary- overall illumination of the store using
fluorescent lights
Secondary- illumination for designated display area
Lighting shoppers stop juhu mumbai

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