Visual merchandise

Visual Merchandising

Display & Dismantle

7/2/14 Chandan Rout 1

Objective :

Individual in this position will able to display

Merchandise and interact with customers to

Understand their need to service them with

sales of relevant

Product offerings whilst cordially within the

team and Retail organization.


Merchandise Goods to be bought and sold

Merchandising The activity of promoting the sale of goods at retail.

Visual Merchandising Visual merchandise is the presentation of a store

and its merchandise in such a manner that will

attract the attention of potential customers.

Silent Sales

man

Art of suggestive selling by display and presentation 7/2/14 Chandan Rout 3

Merchandising refers to the variety of

products available

for sale and the display of those

products in such a way that it

stimulates

interest and entices customers to

make a purchase.

Merchandising


Activity: A

Write your mother plans to purchase the house

Hold requirement of groceries.


VISUAL

MERCHANDISE 7/2/14 Chandan Rout 6

LET’S START WITH

GROUP DISCUSSION

What is the importance of

dressing professionally at work

The need for it

The benefits and the value of it

o To create good impression

o To dress as per the occasion

o To maintain a professional look


The Purpose Of Display

The display reflects the

professional image of the store

Plays a vital role

in delivering sales

Attract customers,

Retain their interest

and increase sale

To highlights the key benefits

of the product

so as to create needs in

buyers mind 7/2/14 Chandan Rout 8

Vm helps the customers to easily find out what they are looking

for.

It helps the customers to know about the latest trends in fashion.

Customer without any help can actually decide what he intends to

buy.

It increases the sales of the store and results in increased level of

customer satisfaction.

The customers can quickly decide what all they need and thus visual

merchandising makes shopping a pleasant experience.

Visual merchandising gives the store its unique image and makes it

distinct from others.

Why Visual Merchandising


Factors that influence the VM

Types of Business:

Based on the nature

of business, the

display

Pattern and style is

decided. Ex – Food,

Apparel, General

Merchandise

Type of store plan :

Based on the store

layout/plan the

display pattern and

style

Are decided, Ex –

Bigger store, Smaller

store, Store in mall.

Customer profile and

location : Based on

the profile HIGH

CLASS

MIDDLE CLASS,

BELOW MIDDLE

CLASS.

Location – heart of the

city, residential areas.


Other Factors

Signage : Communication tools to attract customer towards

the store and particular product e.g. outdoor signage,

banners.

Promo Materials: attractive promotional materials like

Danglers, talkers etc.

Colours: one of the most powerful tolls in Vm segment

It is a virtual perceptual property,

Music:

Lights:

Theme:

Props:


Group discussion

Discuss the arrangemt of goods/products

In a store Diwali and valentine’s day.


Features of good Display

Neat & tidy

Attract customer

Space is utilized

economically

Creative

Easy for customer to

select the products.


Display Area and Goods In Retail

The physical display of goods in the most attractive and appealing ways.

Store Layout: the interior

arrangement of

retail facilities.

Selling Areas:

where merchandise

is displayed

and customers

interact

with sales

personnel. (75-

80% of the total

space)

Sale Support

Areas:

devoted to customer

services,

merchandise

receiving and

distribution,

management offices

and staff activities.


Features Areas

The areas within a store designed

to get the customer’s attention

which include:

End caps – displays

located at the end of the

aisles

Promotional aisle/area

Freestanding fixtures

Windows

Walls

Point-of-sale (POS)

displays/areas. 7/2/14 Chandan Rout 15

Fixture Gondola

Straight Rack

Rounder

Four Way Rack

Cases

Wall Decoration

Merchandise Presentation

Shelving Folding Price Lining

Stacking Hanging Dumping Pegging

Things To Hold

And Display

Merchandise End cap

Promotional Aisles or area

Freestanding Fixture

And Mannequins

Point of sale areas

Assortment display

Theme Setting

Idea Oriented presentation

Ensemble Display

I

N

T

E

R

I

O

R

D

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P

L

A

Y


Fixture Types Straight Rack – long pipe suspended with supports to the floor or attached to a wall Gondola – large base with a vertical spine or wall fitted with sockets or notches into which a variety of shelves, peg hooks, bins, baskets and other hardware can be inserted. Four-way Fixture – two crossbars that sit perpendicular to each other on a pedestal Round Rack – round fixture that sits on pedestal Other common fixtures: tables, large bins, flat-based decks 7/2/14 Chandan Rout 17

Why Visual Merchandising

Vm helps the customers to easily find out what they are looking for.

It helps the customers to know about the latest trends in fashion. Customer without any help can actually decide what he intends to buy.

It increases the sales of the store and results in increased level of customer satisfaction.

The customers can quickly decide what all they need and thus visual merchandising makes shopping a pleasant experience.

Visual merchandising gives the store its unique image and makes it distinct from others.


Components of Displays

• Merchandise

• Lighting

• Props

• Signage


Merchandise

• More interesting if in odd numbers Groups:

• One-category, or line-of-goods

• Related groupings: go together or reinforce each other

• Theme groupings: event, holiday, etc.

• Variety or assortment groupings: collection of unrelated items all sold at the same store.


Lighting

• Used to direct customer’s attention to the display

– Use more light for dark colors, less light for light colors

– Beam spread; the diameter of the circle of light

– Beam spread techniques:

• Floodlighting: recessed ceiling lights to direct light over an entire wide display area

• Spotlighting: focuses attention on specific areas or targeted items of merchandise

• Pinpointing: focuses a narrow beam of light on a specific item


PROPS

• Objects added that support the theme of the display.

– Functional Props: used to physically support the merchandise. (mannequins, stands, panels, screens, etc.)

– Decorative Props: used to establish a mood or an attractive setting for the merchandise being featured (ex: mirrors, flowers, seashells, surfboards, etc.)

– Structural Props: used to support functional and decorative props and change the physical makeup of displays. (boxes, rods, stands, stairways, etc.)


Signage

• Includes individual letters and complete signs. Often on some kind of holder.

• Can tell a story about the goods.

• Should try to answer customers questions.

• Should be informative and concise.

• Can include prices, sizes, department location.


Window Displays

• Seen from outside of the store.

• First contact with the customer.

• Can have a series of windows.

• Advantages of Window Displays:

– Establish and maintain an image

– Arouse curiosity

• Disadvantages of Window Displays:

– Expensive to design and maintain

– Requires space

– Merchandise can get ruined (sun ,etc.)


Responsibilities of a staff in “ Product display”

Understand what products are to be displayed and how to display

Arrange products as per display policy

Arrange promo talkers, signage and Areas.

Create good theme to attract the customer

Maintain the Vm tools neatly

Dust the products kept for display

Monitor the display on a regular basis.



HAVE A NICE DAY

Visual merchandise

Retail

Transcript of Visual merchandise