Visual Merchandising

What is visual merchandising?

Visual merchandising is an art an science that involves the implementation of effective design and product presentation ideas to increase store traffic and sales volume.

Primary objective of visual merchandising

a casual passerby a browser

a spender
a big spender a loyal customer

Key purposes of visual merchandising.

Educating customers in an effective and creative manner. Presenting the merchandise in a 3D environment that ensures a positive impact on customers and results in a higher recall. Offering a distinct identity to a retail store vis--vis the competition. Establishing a linkage between fashion, product design and marketing by keeping the product in prime focus. Arresting a customers attention and motivating them to take a buying decision in the shortest possible time.

Planogram

is a diagram created from photos, computer outputs, or artists that illustrate exactly where every SKU should be placed

Why planograms?

It represents the manner in which consumer shops Or in the manner the retailer would want the consumer to shop.

Merchandise presentation techniques.

Four considerations Merchandise should be displayed in a manner consistent with stores image Nature of the product, jeans and skirts Packages define how the product will be displayed. Profit potential influences display decisions

Idea oriented presentation.

Presenting merchandise based on a specific idea. Individual items are grouped to show customers how the items could be combined and used.

Style item presentation

The most common technique of organizing stock. Stocks are organized either by item or style.

Color presentation

Bold merchandising technique by color Usually used to communicate the change of seasons

Price lining

Organizing merchandise in price categories. Usually when there are limited number of predetermined price points within classification

Vertical merchandising

Merchandise is presented vertically using walls and gondolas. Customers shop as reading news papers It should follow eyes natural movement Given store brands and national brands, which should be placed at eye level.

Tonnage merchandising

Large quantities of merchandise are displayed together. Stock it high and let it fly

Frontage presentation

Effective displays and efficient storage are difficult to go together. Frontage presentation is a method where retailer displays as much product as possible to catch customers eyes.

Fixtures

The primary purpose being to efficiently hold and display merchandise. Types Straight rack Rounder ( bulk fixture or capacity fixture) Four way fixture ( feature fixture) gondolas

Straight rack

Consists of long pipe suspended with supports going to the floor or attached to the wall. Usually used in discount stores.

Rounder

Holds more merchandise than straight racks. Gives frontage presentation Mobile

Four way fixture

Has two cross bars that sit perpendicular to each other on a pedestal. Holds large amount of merchandise and allows greater display

gondolas

Are used extensively Folded apparels are also displayed in gondolas They are used to display everything it can hold.

Window display
Essentials of good window display . It should be simple yet attractive with appropriate color and lighting. It should focus on the best selling products and should carry a distinct theme. Window displays have been found to promote sales, highlight seasonal changes, and announce the arrival of new products apart from showcasing the best selling merchandise.

Interior Presentation

The creative display of merchandise inside a store . A customer must be transported to a different world once he or she enters a store. The key of a good internal presentation is that every space should be properly utilized for the display of merchandise available in the store. Interior presentation includes: Signages Themes Props Color and Lighting

Signages
To provide basic and significant information to customers It displays positive aspects of store Information is usually short and informative Key words like Prices,Discounts,& free are often found on a signage Signages are of 4 types Promotional Signs-price offs & special events Location Signs-Direct customers Information Signs-related to features & benifits Institutional Signs-store policies

Signages

Themes

Idea of product display in the store Add to the aesthetics of product displays within a store with changing season, festivals to make shopping fun-filled ThemesWinter fall theme, Summer Theme, Diwali Theme, Valentines day theme, Childrens theme

Christmas & Rakhi Theme

Christmas theme

Props
Found inside a store to highlight the merchandise and add to the visual impact of a store on customer. 2 types of props Props which are meant to be sold Props that are not meant to be sold

Colors
Contributes to the customers impression of display as well as stores overall appearance. 2 colors: Warm red, yellow Cool - blue ,green

Lighting
Helps to guiding the attention of customers to the merchandise on display 2 types Primaryoverall illumination of the store using fluorescent lights Secondaryillumination for designated display area

Lighting

shoppers stop juhu mumbai

Pricing