Chapter 18 Section 188 Display Features Visual Merchandising and Display Elements of Visual Merchandising GOAL Attract customers and keep them coming back Display is only one element of visual merchandising ID: 667975
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VISUAL MERCHANDISING AND DISPLAYSlide2
Chapter 18 Section 18.8Display Features
Visual Merchandising and Display
Elements of Visual MerchandisingSlide3
GOAL
Attract customers and keep them coming backSlide4
Display is only one element of visual merchandising.
Display refers to visual and artistic aspects.Slide5
Visual merchandising includes the entire business environment.
Helps build the overall business or brand image.Slide6
INCLUDES
A distinct, clear, and consistent image
Setting a business apart from its competition
Attracting positive attention and loyal customersSlide7
IMAGE
Design and layout of the storeLogo and signage
Unique lines of merchandise
Store’s Web site
Distinct promotional or ad campaign
Targeted base of customersSlide8
ELEMENTS OF VISUAL MERCHANDISING
STOREFRONT
STORE LAYOUT
STORE INTERIOR
INTERIOR DISPLAYSSlide9
ELEMENTS OF VISUAL MERCHANDISING
STOREFRONT
The exterior of a business
Includes sign or logo, marquee, outdoor lighting, banners, planters, awnings, windows, exterior design, ambiance, landscaping, and lighting.Slide10
ELEMENTS OF VISUAL MERCHANDISING
STOREFRONT
A. Signs
B. Marquee
C. EntrancesD. Window displaysSlide11
ELEMENTS OF VISUAL MERCHANDISING
STORE LAYOUT
A. Selling space
B. Storage space
C. Personnel space
D. Customer spaceSlide12
ELEMENTS OF VISUAL MERCHANDISING
STORE INTERIOR—Graphics, signage, color, and sound
Important to today’s self-service environment
Lighting—draws attention to store areas and specific products
Fixtures—strategically placed to maximize salesSlide13
ELEMENTS OF VISUAL MERCHANDISING
INTERIOR DISPLAYS
FIVE TYPES—architectural displays, closed displays, open displays, POPs, store decorationsSlide14
FIVE TYPES OF INTERIOR DISPLAYS
ARCHITECTURAL DISPLAYS
Model rooms
Shows how merchandise can be arranged in homes
Kitchens, living rooms, bedrooms
Takes up a great deal of spaceSlide15
FIVE TYPES OF INTERIOR DISPLAYS
Closed displaysCustomers see
Handle merchandise with assistance from clerk
Valuable itemsSlide16
FIVE TYPES OF INTERIOR DISPLAYS
Open DisplaysCustomers are able to handle merchandise.
Shelves, counters, and tables
Self-service selling environmentSlide17
FIVE TYPES OF INTERIOR DISPLAYS
Point-of-Purchase displays (POPs)Consumer sales promotion devices
Bold graphics and signage
Hold, display, dispense products
Provide information
Encourage immediate purchaseSlide18
FIVE TYPES OF INTERIOR DISPLAYS
Point-of-Purchase (POPs)Temporary—Kiosks for Christmas
Semi-permanent—Themed promotions
Permanent—vending machines, ATMsSlide19
FIVE TYPES OF INTERIOR DISPLAYS
Store decorationsCoincide with seasons or holidays
Create atmosphereSlide20
Chapter 18 Section 18.2Display Design and Preparation
Help companies attract customers and sell products
Limited timeframe
Sensitive to individual perceptions, appeal to targeted customers, and support overall business image
Sensitive to cultural and ethnic diversitySlide21
FIVE STEPS
Step 1: Select MerchandiseAppropriate for the season, target audience, store’s geographic locationSlide22
FIVE STEPS
Step 2: Select the type of display.
One-item display
Similar-product display
Related-product display
Cross-mix of productsSlide23
FIVE STEPS
Step 3: Choose a setting.Depends upon the image the business wants to project.
Realistic, semi-realistic, and abstractSlide24
FIVE STEPS
Step 4: Manipulate the artistic elements.
Influence your perception without your knowing it.Slide25
FIVE STEPS
Step 4: Manipulate the artistic elements.
Line
Color
Shape
Direction
Texture
Proportion
Balance
Motion
LightingSlide26
FIVE STEPS
Step 5: Evaluate the completed display.
Enhance the store’s image?
Appeal to customers?
Promote the product?
Theme creatively applied?
Color and signage
appropriate?
Pleasing result?Slide27
DISPLAY MAINTENANCE
Duration—how long should display stay up?
Check displays daily for damage or missing items.
Clothes should be folded and restocked often.
Organize, label, pack, or
reshelve
stock.
Repair, replace, or discard damaged materials.Slide28Slide29
Assignment
Quizlet
Vocabulary
Practice
Pre-test—take a test without looking at your words
Written, MC, T/F
Choose a display that you like.
Using slide number 22, describe
the display.