The retailers are trying to pull more and more consumers towards them by providing consumers the advantage of good price, quality, availability of the product, a good product mix,, a wide spectrum of brands along with good service. Today each retailer creates a distinctive image based on its retail strategy. Earlier retailers used advertising as the only media to attract customers to the store.
The visual merchandiser is aware of the retail strategy and the company goals of the retailer to project the same in the store. In Retailing the products and services are distributed to reach the final consumer in time for their proper utilization. According to Kotler “Retailing includes all the activities involved in selling goods or services to the final consumer for personal, non-business use”. Retailing is derived from the French word “retailer” which means to cut a piece or to breakbulk. Visual merchandising is a means used to attract customers, keep them in-store to make planned and impulse sales. The retailer aims to satisfy the customer as well as make profits. We have studied earlier how retailing is consumer-centric.
to study the entire spectrum of its existence about retail strategy and store design. To understand the key role played by Visual Merchandising in retailing, one has to look at the whole scenario with a macro view i.e. High-tech screens Less than 2 sq.Visual Merchandising and Its Role in Retailing: Security or breakage main concernĭesigned to promote impulse purchases Effective at supporting NEW productsġ8 KIOSKS Interactive POPs Typically 4 feet high Pedestal-mounted Banners, signs, and props are used to create the appropriate atmosphere.ġ5 OPEN DISPLAYS Displays that allow customers to handle and examine the merchandise without salesperson Tables, shelves, countertopsġ6 CLOSED DISPLAYS Allow customers to see, but not handle merchandise Five types of interior displays: Closed displays Open displays Architectural displays Point-of-purchase displays Store decorationsĬonsist of a model room Allows customers to see how merchandise might look in their homesġ4 STORE DECORATIONS Displays that often coincide with seasons or holidays. Display cases Tables Counters Racks Bins Stands Floor and wall shelving unitsġ2 INTERIOR DISPLAYS If done well, interior displays allow customers to make a selection without the assistance of a sales clerk. Innovative props Floor & wall coverings Lighting & color Store fixtures Interior signageįixtures Permanent or movable store furnishings that hold and display merchandise. Four distinct spaces: Selling space Storage space Personnel space Customer space La Paloma Gelateria & Cafeġ0 STORE INTERIOR Mannequins Decorations Comfortable seating
#Visual merchandising planogram movie#
Responsible for: The total merchandise or service presentation Overall business/brand image Building and placement of design elements Members of the marketing team that promote a business and its products/ servicesįour key elements: Storefront Store layout Store interior Interior displaysħ STOREFRONT The exterior of a business: Banners Sign or logo MarqueeĪwnings Windows Exterior design Ambiance Landscaping Projects brand identity and distinguishes from competition.Įntrance Signs Movie Marquee Window Displaysĩ STORE LAYOUT The ways in which a store uses floor space to promote sales and serve customers. Promotes interest in merchandise or services Encourages purchases Reinforces customer satisfaction Display The visual and artistic aspects of presenting a product to a target group of customers DISPLAY Visual Merchandising DisplayĪll of the physical elements that merchandisers use to project an image to customers. 2 LEARNING TARGETS Explain the concept and purpose of visual merchandising Identify the elements of visual merchandising Describe types of display arrangements Explain how artistic elements function in display design List the five steps in creating a displayģ VISUAL MERCHANDISING What first catches your attention when walking into a store? Merchandise Display elements BOTH Window display is often the first contact the customer has with merchandise.Ĥ VM vs.