DISPLAY FEATURES

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

Elements of Visual Merchandising

1. Storefront2. Store

Layout3. Store

Interior4. Interior

Displays

Storefront

The exterior of a business. Signs Marquee Entrances Window Display

1. Projects brand identity

2. Helps the company distinguish itself

Storefront Examples:

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.

Super Wal-Mart Layout

Typical Grocery Store Layout

Clothing Store Layout

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.

Can You Guess?

Open Display

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

What would you change?