Visual Merchandising Seminar_for Presentation

8/8/2019 Visual Merchandising Seminar_for Presentation

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Silent SellingSilent Selling

Visual merchandising for EMCOR Stores.Visual merchandising for EMCOR Stores.

The Art ofThe Art of


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PART 1PART 1

WHAT IS VISUAL MERCHANDISING?WHAT IS VISUAL MERCHANDISING?


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What is Visual Merchandising?What is Visual Merchandising?

Visual merchandising is the art andVisual merchandising is the art and

science ofscience of displayingdisplaying andand presentingpresenting aaproduct on theproduct on the sales floorsales floor and in theand in the

windowswindows with the purpose ofwith the purpose of increasingincreasing

store trafficstore traffic andand sales volumesales volume..

Visual merchandising is all about creatingVisual merchandising is all about creating

a good and lastinga good and lasting First Impression.First Impression.


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PART 2PART 2

WHY USE VISUAL MERCHANDISING?WHY USE VISUAL MERCHANDISING?


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SHOPPER FOUND DEADSHOPPER FOUND DEAD

IN LOCAL STORE!IN LOCAL STORE!Cause of deathCause of death

Stanley Marcus, Chairman Emeritus, Neiman MarcusStanley Marcus, Chairman Emeritus, Neiman Marcus

Why use Visual MerchandisingWhy use Visual Merchandising

boredomboredom


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Visual merchandising is an extension of yourVisual merchandising is an extension of your

storestoress customer service.customer service.You make them feel goodYou make them feel good

You create a memorable impressionYou create a memorable impression

You make it easy for them to buy (and buy a lot)You make it easy for them to buy (and buy a lot)

You make it easy for your sales team to sell andYou make it easy for your sales team to sell and

work in your storework in your store



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Store Image:Store Image:

We want to get customers into the store (increaseWe want to get customers into the store (increasestore traffic)store traffic)

Space Productivity:Space Productivity:

Once inside, we want to convert them into customersOnce inside, we want to convert them into customerswho will buy the merchandise on display (increasewho will buy the merchandise on display (increase

sales volume)sales volume)

Memorable Impression:Memorable Impression:We want to make it a feast for the senses usingWe want to make it a feast for the senses using

sound, lighting, color and texture (first impression)sound, lighting, color and texture (first impression)



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Why use Visual MerchandisingWhy use Visual MerchandisingDid you know that humans are VISUAL animals?Did you know that humans are VISUAL animals?

Here is a count of nerve cells:Here is a count of nerve cells: Touch:Touch: 40,00040,000

Taste:Taste: 20,00020,000

Hearing:Hearing: 30,00030,000

Smell:Smell: 15,00015,000

Vision:Vision: 260,000,000260,000,000

However, customers are constantly bombarded byHowever, customers are constantly bombarded byINFORMATIONINFORMATION and most of them have already learned toand most of them have already learned to

IGNOREIGNORE what is being said.what is being said.


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RememberRemember

Human beings are visual animalsHuman beings are visual animals

We want to increase awareness ofWe want to increase awareness of

EMCOR stores and make it a leader in theEMCOR stores and make it a leader in the

industryindustry So make the customers notice your storeSo make the customers notice your store

by changing your displaysby changing your displays FREQUENTLYFREQUENTLY

andand CONSTANTLY.CONSTANTLY.


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PART 3PART 3

IDENTIFYING SALES FLOORIDENTIFYING SALES FLOOR


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Identifying Sales FloorIdentifying Sales Floor


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Merchandising Space:Merchandising Space:

Floors, walls, windows, ceilings, doors, stairs includingFloors, walls, windows, ceilings, doors, stairs including

the interior and exterior of your store.the interior and exterior of your store.Backroom:Backroom:

Receiving area, stock room, warehouseReceiving area, stock room, warehouse

Offices and functional spaces:Offices and functional spaces: Support group departments, pantries, restroomsSupport group departments, pantries, restrooms

NonNon--selling areas:selling areas:

CI areas, cashier, service desks, security sectionsCI areas, cashier, service desks, security sectionsRemote areas:Remote areas:

Schools, caravans areas, hotels, terminalsSchools, caravans areas, hotels, terminals



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CONFLICTINGCONFLICTINGOBJECTIVESOBJECTIVES

Easy to findEasy to find Varied &Varied &InterestingInteresting

MaximizeMaximizespacespace AdequateAdequatespacespace


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Easy to findEasy to find Varied &Varied &InterestingInteresting

MaximizeMaximizespacespace AdequateAdequatespacespace

BALANCINGBALANCINGCONFLICTSCONFLICTS


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RememberRemember

Balance your objectivesBalance your objectives

Easy to find vs. Varied & interesting displaysEasy to find vs. Varied & interesting displays

Maximized space vs. Freedom of movementMaximized space vs. Freedom of movement

Every area of your store is a selling space!Every area of your store is a selling space!


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PART 4PART 4STORE LAYOUTSTORE LAYOUT


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THE FIVE KEY COMPONENTS:THE FIVE KEY COMPONENTS:

1.1. ImageImage

What is the image you want to convey to your customer?What is the image you want to convey to your customer?

2.2. LayoutLayout

The image is then reinforced with the layout of your storeThe image is then reinforced with the layout of your store

3.3. Merchandise presentationMerchandise presentation

Present the merchandise in the best possible wayPresent the merchandise in the best possible way

4.4. Graphics, lighting, signageGraphics, lighting, signage

Add graphics, lights and signage for more effectAdd graphics, lights and signage for more effect

5.5. Fixtures and peripheralsFixtures and peripherals

Add colors, music, video, smell and cleanliness. Make itAdd colors, music, video, smell and cleanliness. Make it

a feast for the senses.a feast for the senses.

Store LayoutStore Layout


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STORE ATMOSPHERE

ATMOSPHERICSATMOSPHERICS

CCOOLLOORR

SIGNS

LIGHTS

MUSICSCENT


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Basic Merchandising Tips:Basic Merchandising Tips:

Monitor Circulation patternsMonitor Circulation patternsMaximize Hot selling spotsMaximize Hot selling spots

Place highPlace high--margin merchandise to the right of themargin merchandise to the right of theentranceentrance

Make merchandise accessibleMake merchandise accessible

Use signs, fixtures, displays to draw customersUse signs, fixtures, displays to draw customers

Arrange shelved (small items) merchandiseArrange shelved (small items) merchandise

strategicallystrategicallyDisplay more units of fastDisplay more units of fast--selling merchandiseselling merchandise(tonnage merchandising)(tonnage merchandising)



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Your store floor space


Focuswall

Focuswall

Focus

wall

Customer isHERE

The prime real estateThe prime real estate

in your store is thein your store is the

2020--foot semicirclefoot semicirclejust inside the frontjust inside the front

door.door.

Prime SpacePrime Space


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Straight GridStraight Grid

This is the most commonThis is the most common

layout among retailers.layout among retailers.

Customers are veryCustomers are very famliarfamliarwith this layoutwith this layout

Common Store LayoutsCommon Store Layouts

Door

Door


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Diagonal GridDiagonal Grid

Products are displayed at anProducts are displayed at an

angle. Offers excellentangle. Offers excellent

visibility for most productsvisibility for most products


Door

Door


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Circular LoopCircular Loop

Allows the customers to seeAllows the customers to see

all the displays in one passall the displays in one pass


Door

Door


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Spinal Loop or S LoopSpinal Loop or S Loop

YouYou leadlead the customers paththe customers path

thereby maximizing productthereby maximizing product

exposureexposure


Door

Door


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RememberRemember Create anCreate an atmosphereatmosphere in your store byin your store by

utilizing the five sensesutilizing the five senses

Identify yourIdentify your Prime SpacesPrime Spaces

EntranceEntrance

Areas with high trafficAreas with high trafficAreas with high visibilityAreas with high visibility

Window displaysWindow displays

Etc.Etc. Make your own planMake your own plan--oo--gramgram

Buy Home Improvement MagazinesBuy Home Improvement Magazines


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PART 5PART 5THE BASICS OF VISUAL ARTSTHE BASICS OF VISUAL ARTS


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The Basics of Visual ArtsThe Basics of Visual Arts

The ElementsThe Elementsof Artof Art

The PrinciplesThe Principles

of Designof Design


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Elements of ArtElements of Art

Line

Shape

Direction

Size Texture

Color

Value


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Principles of DesignPrinciples of Design BALANCEBALANCE

SymmetricalSymmetrical

AsymmetricalAsymmetrical


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Principles of DesignPrinciples of Design GRADATIONGRADATION


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Principles of DesignPrinciples of Design REPETITIONREPETITION

RHYTHMRHYTHM


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Principles of DesignPrinciples of Design CONTRASTCONTRAST

DOMINANCEDOMINANCE

EMPHASISEMPHASIS


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LETLETS GO OUT!!!S GO OUT!!!Make 3 groups. Look at the displays insideMake 3 groups. Look at the displays inside

this store and do the following:this store and do the following:

1.1. Make a planMake a plan--oo--gramgram

2.2. Make a showcaseMake a showcase


51/51

Silent SellingSilent Selling

Visual merchandising for EMCOR Stores.Visual merchandising for EMCOR Stores.

The Art ofThe Art of

Visual Merchandising Seminar_for Presentation

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