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Visual Merchandising:

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Creativity:
The Magic Word in Visual Sales

Ø Mental flexibility
Ø Think options
Ø See the big-picture
Ø Skill in explaining and selling ideas
Ø Intellectual courage
Ø Unique low-cost options

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Objectives of visual
merchandising
• A desire to attract customers to a place of business in order to
sell the merchandise.

• It is offered to the customer through interior and exterior


presentation.

• It helps create positive customer image.

• It helps to increase sales.

• It encourages impulse buying .


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Visual Merchandising Defined

 Everything the customer sees,


 both exterior and interior,
 that creates a positive image of a business
 and
 results in
 attention, interest, desire, and action

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Where visual merchandising is
used?
 Exterior Includes:
• Storefront
• Landscaping
• Walks & Entry
• Window Displays
 Interior includes:
• Signage's
• Themes
• Props
• Color & Lighting
Tradeshows and Fairs
Product packaging and labels


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Exterior Merchandising

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Store Front

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Walks & Entry

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Landscaping

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Window Display

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Window Display

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Attractive Display

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Interior Merchandising

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Lighting

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Signage's

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Themes
Christmas & Happy New year
Theme

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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

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Fixtures, Equipment &
Furnishings

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Packing

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Interior Design

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Components of Retail Atmospherics
ØExterior atmospherics
ØInterior atmospherics
ØStore layout
ØVisual merchandising
Ø

ØExternal atmospherics
ØAll aspects of the physical environment found outside
the store are external atmospherics.
Ø

ØSignificantly affects store traffic and sales generated.


Ø

ØStore exterior includes store entrances, main board,


marquee, windows display and lighting, height and size
of the building, parking facilities, surroundings etc…...

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Store Layout

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GRID LAYOUT

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Example :

Food bazar
Big Apple Reta
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Advantages
ØIt is efficient in
terms of space use
ØAllows orderly stocking
ØHelps shoppers see a
great number of items
easily
ØIs simple and
predictable to navigate
ØEfficient to maintain .

Disadvantages
ØPlain and uninteresting
Ø
Ø Stimulation of rushed
shopping
Ø
Øbehavior
Ø
Ø Limited creativity in
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Race Track / Loop Layout

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Advantages
qView and access of multiple
departments
qExposes more merchandise
qEncourages Impulse buying

Disadvantages

qTakes time to shop and move around.


qOffers little familiarity

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Example :

Shopper ’ s Stop
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ree Flow / Free Form Layou

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Advantages
q
ØAllowance for browsing and
wandering freely
Ø
ØIncreased impulse purchases
Ø
ØVisual appeal
Ø
ØFlexibility
Disadvantages
ØLoitering encouraged
Ø
ØPossible confusion
Ø
ØWaste of floor space Cost
Ø
ØDifficulty of cleaning
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Example :

Westside Store
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Spine Layout

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