Visual Merchandising encompasses all of the physical elements that merchandisers use to project an...
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Transcript of Visual Merchandising encompasses all of the physical elements that merchandisers use to project an...
![Page 1: Visual Merchandising encompasses all of the physical elements that merchandisers use to project an image to customers. Display refers to the visual.](https://reader030.fdocuments.net/reader030/viewer/2022032707/56649e195503460f94b05c4d/html5/thumbnails/1.jpg)
![Page 2: Visual Merchandising encompasses all of the physical elements that merchandisers use to project an image to customers. Display refers to the visual.](https://reader030.fdocuments.net/reader030/viewer/2022032707/56649e195503460f94b05c4d/html5/thumbnails/2.jpg)
Visual Merchandising encompasses all of the physical elements that merchandisers use to project an image to customers.
Display refers to the visual & artistic aspects of presenting a product to a target group of customers.
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Merchandisers consider 4 elements key to creating a positive shopping experience: Storefront Store layout Store interior Interior displays
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The exterior of a business is known as the storefront, which encompasses: Signs- designed to primarily attract
attention, advertise a business, and project brand identity.
Marquee- a architectural canopy that extends over a store’s entrance.
Entrances- designed with customer convenience and store security in mind.
Window displays- initiate the selling process, create excitement, and attract prospects.
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Store layout refers to ways that stores use floor space to promote sales & serve customers.
A typical store layout divides a store into 4 spaces: Selling space- used for interior displays, merchandise,
sales transactions, and aisles. Storage space- where items are kept in inventory. Personnel space- allocated to employees for office
space, lockers, lunch breaks, & restrooms. Customer space- designed for the convenience of the
customer and may include coffee shops, in-store restaurants, lounges, and recreation areas for kids.
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Once the general placement of merchandise has been determined, store personnel can develop visual merchandising for the store’s interior. Color, lighting, graphics, & paint. Fixtures are permanent or movable store furnishings that
hold and display merchandise. Basic types include display cases, tables, counters, floor & wall shelving units.
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If interior displays are done exceptionally well, they enable customers to make a selection without any assistance.
There are 5 types of interior displays: Architectural displays- model rooms allowing customers
to see how merchandise will look in their homes. Store decorations- displays coinciding with season or
holidays. Open displays- allow customers to handle & examine
merchandise without the help of a salesperson. Closed displays- allow customers to see but not handle
merchandise. Point-of-purchase displays- designed to promote
impulse purchases.