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Visual Merchandising
- 1. VISUAL MERCHANDISINGPresented ByABHISHEKJAINIndira Institute Of Career Studies, Pune
- 2. What is VisualMerchandising ?Visual Merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. - (Oxford Dictionary)
- 3. Visual Merchandising isthe art of displaying merchandise in a manner that is appealing to the eyes of the customer.What is Visual Merchandising ?Visual Merchandising is a term used to describe everything we see and experience when we walk up to, into and through a retail environment.
- 4. Visual Merchandising isthe art of implementing effective design ideas to increase store traffic and sales volume.Areas of Visual Merchandising....Location of Store – Suitable to the image and branding of the store, Visibility, Parking etc.
- 5. Store Design –Colour schemes, floor covering, fixtures, exterior, interior, entrance, height of counters, lighting, racks.
- 6. Window Displays –The first point of communication between product and the customer. It gives the customer a reason to enter into the store.Areas of Visual Merchandising....Floor Layout – Careful arrangement of fixtures and display racks and showcases, which helps in maximise the retail space for greater returns.
- 7. Traffic Flow –The intended path of navigation for customers to access all areas of the store. It is driven by the type of the stock stored in the store
- 8. Merchandise Display –Physical presentation of products.Areas of Visual Merchandising....Sensory Inputs– The total affect on a customer. It includes an atmosphere that has a subconscious effect on the consumer by appealing to the senses.
- 9. Maintenance – Veryimportant area of merchandising that is often overlooked.
- 10. Signage – Conveyinformation about merchandise, manufacturer and also useful in emphasize a theme.Colour Schemes….Colour Schemes helps to create a mood immediately.
- 11. Warm Colours –Aggressive, spirited and advancing. (Red, Yellow, Orange)
- 12. Cool Colours –Receding. (Blue, Green, Purple)
- 13. Neutral Colours –Can be warm or cool. (White, Black, Brown)Exterior - Interior….Exterior - Outside appearance of the store front.
- 14. Used to strengthenthe store image.
- 15. Includes – Decorativeelements, lights, awnings.
- 16. Interior - Insideappearance of the store.
- 17. Used to givemore time to the sotre.
- 18. Includes – Flooring,lighting, mirrors, posters/hanging posters.Lighting….Draws attention of customer to the merchandise.
- 19. Customer attracted towardwell light areas.
- 20. Display light shouldbe 2 to 5 time stroner.
- 21. Helps in –Creating mood, colouring and patterns.
- 22. Enabling the customersto see the merchandise with perfect clarity.
- 23. Appearance of thewindow and the merchandise can be altered to a great extent.Window Displays….Help in keeping eyes of the customer to the interior of the store.
- 24. Help in imagecreation.
- 25. Provide a briefintroduction about the merchandise.
- 26. Strengthen traffic andsales.
- 27. Types of Windows– Straight front, Angled front, Corner, Shadow box, Windowless.Floor Layout and Traffic Flow….Easy access of wheelchairs and prams etc.
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- 32. Stock categories –Seasonal merchandise, Best sellers, Basic stocks, High profit lines, Impulsive merchandise.Merchandise Display….Its essential and primary purpose for creating the display or visual merchandising.
- 33. Helps in determiningother elements of the display.
- 34. Selection of merchandisingand timing is critical.
- 35. Publicises the businessand product
- 36. Offers the publicuseful and practical demonstrations.
- 37. Supports popular trendsWaysof Merchandise Display….Variety – Variety adds interest by creating contrast.
- 38. Dominance – Attractiveand effective displays have a centre of attention or dominance to which the customer’s eyes are drawn and held.
- 39. Grouping – Abalanced display consists of small groupings within one large grouping.
- 40. Depth – Depthis the distance from the front of the window to the back of the window.Ways of Merchandise Display….Steps – Begin at a low point on one side and progress on the opposite side of that area.
- 41. Fan – Spreadup and out from a small base (Inverted Pyramid) and directs viewers eyes upward and outward.
- 42. Zigzag – Likemodified pyramid and its way to the apex of the display.
- 43. Pyramid – Triangulardisplay of merchandise in vertical or non vertical form.Purpose of Visual Merchandising….To introduce, explain, show and sell the merchandise.
- 44. To encourage theshopper to enter the store and to make it easier to self select.
- 45. To establish, promoteand enhance the store’s visual image and to increase profitable revenue.
- 46. To create visualseduction that charms the customer results in add-on sales.Visual Merchandising Tips (Brief)….Display products in a creative way
- 47. Use accent lightingto feature products.
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- 49. Colour matters verymuch, so use it.
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