Fd Vm Session 12 Aug2011

8/3/2019 Fd Vm Session 12 Aug2011

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VISUAL MERCHANDISING

Proactive, integrated approach to atmospherics taken by a retailer to create

a certain look, properly display products, stimulate shopping, andenhance the physical environment (enhance the Experience ofShopping).

Berman, Barry and Joel R. Evans, Retail Management: A StrategicApproach

I N T R O D U C T I O N T O V M - K C


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VISUAL MERCHANDISING

Everything the customer sees,

both exteriorand interior,

that creates a positive image of a business

and

results in

attention, interest, desire, andaction



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V.M. HELPS IN: Showing merchandise with the end purpose of making a sale

Educating the customers about the product/service in an effective andcreative way.

Establishing a creative medium to present merchandise in 3D

environment, thereby enabling long lasting impact and recall value.

Setting the company apart in an exclusive position.

Establishing linkage between fashion, product design and marketing bykeeping the product in prime focus.

Combining the creative, technical and operational aspects of a productand the business.

Drawing the attention of the customer to enable him to take purchase

decision within shortest possible time, and thus augmenting the sellingprocess.



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The need to differentiate.

Changing of consumer shopping behavior.

Changes in consumer lifestyle.The consolidation and globalisation of retail industry.

Consumers are no longer looking for a certain productthey are looking for an experience.

Competition from other leisure activities.

http://www.yayeveryday.com/post/11684http://www.yayeveryday.com/post/11629


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Building a brand identity through

A clear, differentiating brand positioning

A distinct brand personality

Consistent brand communication

http://www.yayeveryday.com/post/11482http://www.yayeveryday.com/post/11629


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A LITTLE GYAAN ON RETAIL STORE

A place of business (establishment) open to and frequented by the general

public, and in which sales are made primarily to ultimate consumers,usually in small quantities, from merchandise inventories stored anddisplayed on the premises.



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Retail comes from the French word retailer, which refers to "cutting off, clip

and divide" in terms of tailoring



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TYPES OF RETAIL OUTLETS

A marketplace is a location where goods and services are exchanged.

The traditional market square is a city square where traders set up stalls andbuyers browse the merchandise. This kind of market is very old, and countlesssuch markets are still in operation around the world.



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RETAIL IS USUALLY CLASSIFIED BY TYPE OF

PRODUCTS AS FOLLOWS:

Food products

Soft goods - clothing, apparel, and other fabrics.

Hard goods ("hardline retailers") - appliances, electronics, furniture, sportinggoods, etc.



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THERE ARE THE FOLLOWING TYPES OF RETAILERS BY

MARKETING STRATEGY:

Supermarkets - sell mostly food products;

Department stores - very large stores offering a huge assortment of "soft"and "hard goods";

Discount stores - tend to offer a wide array of products and services, butthey compete mainly on price;

General merchandise store - a hybrid between a department store anddiscount store;

Warehouse store - low-cost, often high-quantity goods piled on pallets orsteel shelves; warehouse clubs charge a membership fee;

Variety store or "dollar store" - extremely low-cost goods, with limitedselection;



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Other types of retail store include:

General store - a store which sells most goods needed, typically in a ruralarea;

Convenience store - a small store often with extended hours, stockingeveryday or roadside items;

Big-box stores encompass larger department, discount, generalmerchandise, and warehouse stores.



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to stimulate customers perceptual and

emotional responses and ultimatelyinfluence their purchase behavior

Store Atmosphere

Scent

TasteTouch

Sight

Sound



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ATMOSPHERICS

The design of an environment via:

visual communications

lighting

color

sound

scent

to stimulate customers perceptual and emotionalresponses and ultimately influence their purchasebehavior



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VISUAL COMMUNICATIONS

Name, logo and retail identity

Institutional signage

Directional, departmental and category signage

Point-of-Sale (POS) Signage

Lifestyle Graphics



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VISUAL COMMUNICATIONS

Coordinate signs and graphics with stores image

Use signs and graphics as props

Keep signs and graphics fresh

Limit sign copy

Use appropriate typefaces on signs

Create theatrical effects

Inform the customer



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informs



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PERCEPTION PROCESS


Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour: A European Perspective, 3rd edition Pearson Education Limited 2006


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Perception in a Retail EnvironmentThe process of shopping entails a complex

perception process involving:

Perception of the store environment (lay-out, in-

store communication, personnel, etc.) for the

purpose of store navigation, product search, socialinteraction and enjoyment in general

Perception of the products (positioning, packaging,

physical qualities, etc.) for the purpose of product choice

and purchase.



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the strategic planning of the store environment to create

a retail image in the mind of consumers and affect theirpurchasing propensity (enhance the shoppingexperience)

Many successful retailers today utilize atmospherics as an effectivemarketing tool which leads to:

greater user satisfaction, including staff and customers,

an improvement in the image of the product or service provider,increased efficiency in the function of that environment,e.g., greaterproductivity, increased sales and usage rates.

Synesthesia (involuntary jumps into associated sensory or cognitivepathways



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SENSATION (EXPOSURE)


50-70% of stimuli

Think in images

Visual society


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YOUR VISION OF THE WORLD

WILL CHANGE FOREVER.



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VISUAL EXPERIENCE

Eye Mind Perception

Visual(Optics)

Identification(Memory)

Imagination(Visualization)

This is the basic process of VisualExperience



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THESE AREAS EMERGE OUT OF VISUAL


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THESE AREAS EMERGE OUT OF VISUAL

EXPERIENCE

Visual

memory

Imagery

Visual Design

Visual expression

Visual concept

Visual Recording


VISUAL EXPRESSION


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VISUAL EXPRESSION

Concept

Individuality

Visualqualities

Processing of sense data

Visual Interpretation



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THINK OF AN APPLE



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http://www.eircell.ie/wp-content/uploads/2009/01/vodafonelogo_rev.jpghttp://images.google.com/imgres?imgurl=http://foodfete.files.wordpress.com/2007/10/lg_new_coke_logo.jpg&imgrefurl=http://foodfete.wordpress.com/2007/10/11/coke-the-right-thing/&usg=__80eYtzFrQiDjg0F34kMv_ln47GA=&h=974&w=974&sz=192&hl=en&start=4&zoom=1&itbs=1&tbnid=0k7K1HcmNlhY5M:&tbnh=149&tbnw=149&prev=/images?q=coke+logo&hl=en&tbs=isch:1


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Can influence behavior

Warm colors increase blood pressure, respiratory rate and otherphysiological responses attract customers and gain attentionbut can also be distracting

Cool colors are relaxing, peaceful, calm and pleasant effective

for retailers selling anxiety-causing products

colors

http://www.eircell.ie/wp-content/uploads/2009/01/vodafonelogo_rev.jpghttp://images.google.com/imgres?imgurl=http://foodfete.files.wordpress.com/2007/10/lg_new_coke_logo.jpg&imgrefurl=http://foodfete.wordpress.com/2007/10/11/coke-the-right-thing/&usg=__80eYtzFrQiDjg0F34kMv_ln47GA=&h=974&w=974&sz=192&hl=en&start=4&zoom=1&itbs=1&tbnid=0k7K1HcmNlhY5M:&tbnh=149&tbnw=149&prev=/images?q=coke+logo&hl=en&tbs=isch:1


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SENSATION


Foreground /

background

Communication,

mood, tempo,

strucutre

Primary sense

Largely

subconsc.

Emotional brain

Memory
http://images.google.com/imgres?imgurl=http://www.conceivablytech.com/wp-content/uploads/2010/04/windows.jpg&imgrefurl=http://www.conceivablytech.com/2383/products/no-more-windows-xp-on-october-22-seriously/&usg=__Yu7hJCXM0rXdAspwmvY4aoKsMms=&h=308&w=348&sz=49&hl=en&start=1&zoom=1&itbs=1&tbnid=tToTaOyV8aO6ZM:&tbnh=106&tbnw=120&prev=/images?q=WINDOWS&hl=en&tbs=isch:1


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Sound Music viewed as valuable marketing tool

Often customized to customer demographics - AIE (http://www.aeimusic.com)

Can use volume and tempo for crowd control

Scent Smell has a large impact on our emotions

Victoria Secret, The Magic Kingdom, The Knot Shop

Can be administered through time release atomizers or via fragrance-soakedpellets placed on light fixtures

http://www.aeimusic.com/http://www.yayeveryday.com/post/10629http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10625http://images.google.com/imgres?imgurl=http://americansfortruth.com/uploads/2008/03/mcdonalds-logo.JPG&imgrefurl=http://americansfortruth.com/news/mcdonalds-signs-onto-gay-agenda.html&usg=__wEUwgujLbKBUmn4-4TNRGGJwidc=&h=870&w=900&sz=162&hl=en&start=1&zoom=1&itbs=1&tbnid=2VPhSxLAgFOriM:&tbnh=141&tbnw=146&prev=/images?q=mc+donalds&hl=en&tbs=isch:1http://images.google.com/imgres?imgurl=http://weblogs.baltimoresun.com/business/consuminginterests/blog/apple-logo1.jpg&imgrefurl=http://weblogs.baltimoresun.com/business/consuminginterests/blog/technology/&usg=__ZRYiHpjAeWfxq74V5CGJfAEt_Dk=&h=480&w=397&sz=22&hl=en&start=2&zoom=1&itbs=1&tbnid=HhYIr-Oz_5sLkM:&tbnh=129&tbnw=107&prev=/images?q=apple&hl=en&tbs=isch:1http://www.yayeveryday.com/post/10629http://images.google.com/imgres?imgurl=http://www.conceivablytech.com/wp-content/uploads/2010/04/windows.jpg&imgrefurl=http://www.conceivablytech.com/2383/products/no-more-windows-xp-on-october-22-seriously/&usg=__Yu7hJCXM0rXdAspwmvY4aoKsMms=&h=308&w=348&sz=49&hl=en&start=1&zoom=1&itbs=1&tbnid=tToTaOyV8aO6ZM:&tbnh=106&tbnw=120&prev=/images?q=WINDOWS&hl=en&tbs=isch:1http://www.aeimusic.com/http://www.yayeveryday.com/post/10639


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SENSATION


Intimate senses

Strongly

associated with

other senses
http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639


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Holistic sensation

Consumer are rarely exposed to isolated sensory stimuli

The senses work in unison

Sensation is a crucial element of experience


EXPOSURE TO INFORMATION
http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10639http://www.yayeveryday.com/post/10632http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10632http://www.yayeveryday.com/post/10758http://www.yayeveryday.com/post/10822http://www.yayeveryday.com/post/10581


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EXPOSURE TO INFORMATION


Intentional

Accidental

Selective exposure to information

Appropriate level of exposure

Maintain exposure

Marketing implications

Facilitate intentional exposure Maximize accidental exposure
http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581http://www.yayeveryday.com/post/10581


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THANK YOU !
http://www.yayeveryday.com/post/10581

Fd Vm Session 12 Aug2011

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