DISPLAY FEATURES. Visual Merchandising All of the physical elements that merchandisers use to...
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Transcript of DISPLAY FEATURES. Visual Merchandising All of the physical elements that merchandisers use to...
Visual Merchandising
All of the physical elements that merchandisers use to project an image to customers Projects an image Promotes interest in merchandise or services
Encourages purchasing Reinforces satisfaction
Storefront
The exterior of a business. Signs Marquee Entrances Window Display
1. Projects brand identity
2. Helps the company distinguish itself
Store Layout
Refers to ways that stores use floor space to facilitate and promote sales and serve customers.
A typical store layout divides a store into four distinct spaces:1. Selling Space2. Storage Space3. Personnel Space4. Customer Space
Store layout planners and visual merchandisers design specific traffic patterns to encourage browsing and impulse shopping.
Store Interior
Color, lighting, graphics, and paint Fixtures
Permanent or movable store furnishings that hold and display merchandise.
Basic types include: display cases, tables, counters, floor and wall shelving units, racks, bins, and stands.
Interior Displays
The five types:1. Architectural Displays2. Store Decorations3. Open Displays4. Closed Displays5. Point-of-Purchase
Displays
Architectural Display
Consist of model rooms
Allows customers to see how merchandising might look in home
Ex: IKEA, furniture stores, etc.
Store Decorations
Displays that often coincide with seasons or holidays.
Banners, signs, and props to create atmosphere.
Open Displays
Allow customers to handle and examine merchandise
Without help of salesperson
Examples: Tables and shelves for
groceries Countertop and shelf
displays for cosmetics
Closed Displays
Allows customers to see but not handle merchandise
Typical in jewelry stores or where security or breakage is a concern.
Point-of-Purchase Displays Designed to
promote impulse purchases.
Usually more effective at supporting new products than established ones.
Display Design and Preparation
In retail, a display has about 4-6 seconds to attract a customer’s attention, create a desire, and sell a product.
Steps in Designing a Display All display design and selection involves
the following steps
1. Selecting merchandise for display
2. Selecting the display type3. Choosing a setting4. Manipulating artistic
elements5. Evaluating completed
displays
Manipulating Artistic Elements Things to consider:
Line Color Shape Direction
Focal point Texture Proportion Balance Motion Lighting