Chapter 7

Visual Merchandising
Retail Management for Spas
The Art & Science of Retail
(220T or 220)

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 Competencies for
Visual Merchandising
1. Explain the purposes of visual
merchandising as they relate to customer
satisfaction and profitability.
2. Describe areas of the spa that can be focal
points for visual display.
3. Explain the role that lighting plays in
visual merchandising.
4. Prepare skin, body, and beauty products
for display.
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 Competencies for
Visual Merchandising
5. Describe various types of written
display materials and their purposes.
6. Describe types of fixtures used to
display apparel and explain how
each is used.
7. Prepare apparel for display.

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 Competencies for
Visual Merchandising
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8. Explain how to display books and

CDs to maximize sales potential.
9. Describe display techniques for gifts
and accessories.
10. List steps for keeping the retail area
fresh and appealing to customers.
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 Big Picture Elements
• Store-front windows
• Welcoming entryway
• Flowing floor plan
• Cash/wrap counter
• Dressing rooms

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 Dressing Room Elements
• Mirror
• Hooks
• Chair or bench
• Good lighting
• Door or opaque curtain

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 Store Layout Designs
• Grid
• Racetrack
• Free-form
• Feature areas

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 Standard Retail Guidelines
• Visible
• Inviting
• Accessible

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 Shelf Talker Guidelines
• Create consistent and artful in-house copy
• Use decorative frames
• Keep text in electronic file
• Summarize details that apply to a group or
collection of products
• Place the shelf talkers to the outside or end
of the shelf
• Place products in order of mention on the
shelf talker
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 Apparel Fixtures and Setting
• Two-way or T-stands • Mannequins
• Four-way • Hangers
• Round Rack • Cap Trees
• Cubes • Rolling Rack
• Slat wall • Mirrors
• Tables

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 Ideas for Props
• Clay or ceramic tiles
• Stones
• Towels
• Umbrella
• Picture frames
• Plants

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 Ideas for Props
(continued)
• Fresh flowers
• Baskets
• Vases
• Thematic props
• Chair or bench
• Screens or sheer curtains for backdrops

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 Tips for Keeping Displays Fresh
• Change displays every four to six weeks.
• Use eye-catching displays for top shelves
• Feature new or seasonal items in
spotlighted displays
• Rotate out-of-season items to the bottom
shelves

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