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Marketing - Chapter 18 - Visual Merchandising and Display

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Kevin Krizan

on 25 August 2017

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Transcript of Marketing - Chapter 18 - Visual Merchandising and Display

Visual Merchandising and Display
Visual Merchandising
- coordinates all of the physical elements in a place of business to project an
image
to customers (entire business)
goal - attract customers to a business and keep them coming back
Display
- refers to the visual and artistic aspects of presenting a product or service to a target group of customers to encourage a purchase (product)
Elements of Visual Merchandising
1. Storefront
2. Store Layout
3. Store Interior
4. Interior Displays
Storefront
- includes a store's sign, logo,
marquee, outdoor lighting, banners, planters, landscaping, and ambiance
Signs - designed to attract attention, advertise a business, and project brand identity
Marquee - canopy that extends over a store's entrance
Entrances - designed for customer convenience and store security
Window Displays
Store Layout
- refers to ways that stores use floor space to facilitate and promote sales and serve customers
Selling space - used for interior displays, wall and floor merchandise, product demonstrations, sales transactions, aisles
Storage space - for items kept in inventory or stockrooms
Personnel space - allocated to store employees (breaks)
Customer space - designed for the comfort and convenience of the customer (sofas, coffee shops, recreation for children
Store Interior
- include a stores decorations, mannequins, props, fixtures, color, sound and lighting
Graphics and signage - important in today's self-service environment
Background music and sound in stores can set a mood
Different colors and schemes appeal to different customers
Interior Displays
- show merchandise, provide customers with information, encourage customers to shop , reinforce advertisements, and promote a store's image
1. Architectural Display
2. Closed Displays
3. Open Displays
4. Point-of Purchase Displays (POPs)
5. Store Decorations
Architectural Display - model rooms that show customers how merchandise can be arrange in their homes
Closed Displays - allow customers to see but not handle merchandise without assistance from a sales person (jewelry, electronic devices)
Point-of-Purchase Displays (POPs) - stand-alone structures that serve as consumer sales promotion devices
Interactive kiosks - interactive POP displays that are free-standing, full-service retail locations
Store Decorations - displays that may coincide with seasons or holidays
Display Design and Preparation
Step 1: Select Merchandise for Display
Step 2: Select the Type of Display
One-item display - best for a single-item product promotion (iPod)
Similar-product display - show one kind of product but feature several brands, sizes, or models (cameras)
Related-product display - features products that are meant to be used together (shirt and pants)
Assortment (Cross-mix) display - feature a collection of different or unrelated product lines (bargain appeal)
Step 3: Choose a Setting
Realistic - depicts a room or area with many details
Semi-realistic - suggest a room but leaves details to the viewer's imagination
Abstract - does not imitate reality
Step 4: Manipulate the Artistic Elements
Lines - various types of lines create different impressions
straight - stiffness and control
curving - freedom and movement
diagonal - action
vertical - project height and dignity
horizontal - confidence
Color - important because they can emotionally engage a customer
color wheel - illustrates the relationships among colors
complementary colors - opposite each other on the color wheel and create high contrast
adjacent colors - located next to each other on the color wheel and share the same undertones
triadic colors - involve three colors equally spaced on the color wheel (red, yellow, blue)
Step 4: Manipulate the Artistic Elements
(cont.)
Shape - displays that resemble squares, cubes, circles, and triangles, mass displays (no distinct shape)
Direction - directs the viewer's eye to the merchandise
Texture - smooth or rough
Proportion - relationship between and among objects in a display
Balance
Formal balance - large item on one side of display placed with another equally large item
Informal balance - several small items offset with one large item
Motion
Lighting - display lighting 2 - 5 times stronger than general lighting
Step 5: Evaluate the Completed Display
How restaurants use science to keep diners coming back
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