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Merchandising Techniques

Merchandising Techniques

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Published by Minh Tu Nguyen

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Published by: Minh Tu Nguyen on Mar 01, 2012
Copyright:Attribution Non-commercial


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Visual merchandising is developing the oor plans,lighting eects, display the products to attract thecustomers toward making the purchase. Visual mer-chandising techniques were rst introduced to theworld in 19th century, when the big establishmentslike Marshall Field&Co changed their business romwholesale to retail and goods display became neces-sary to attract the consumers. It includes showingand promoting the products, creating an connec-tion between the display and the viewer, gettingthe attention o the customers when they go passthe store, encouraging the customers coming intothe store, introducing and explaining the products,enhancing their shopping experience.Visual Merchandising looks at combining prod-uct, environment, and space into astimulating andengaging display to encourage the sale o a productor service. It has become an important element inretail, exhibitions, theatre, events and photography.Many elements can be used by visual merchandis-ers in creating displays, including colour, lighting,space, product inormation, sensory inputs such assmell, touch, andsound as well as technologies suchas digital displays and interactive installations.Visual merchandising starts with the store buildingitsel. Te store design should reect the products,how to create a warm, riendly, and approachableatmosphere or its potential customers.It is not ascience; there are no absolute rules. It is more like anart in the sense that there are implicit rules but they may be broken or striking eects. Te main prin-ciple o visualmerchandising is that it is intended toincrease sales, which is not the case with a “real” art.Visual merchandising is the art o implementingeective design ideas to increase store trac andsales volume. It is an art and science o display-ing merchandise to enable maximum sale. It is atool to achieve sales and targets, a tool to enhancemerchandise on the oor, and a mechanism tocom-municate to a customer and inuence his decisionto buy. VM uses season based displays tointroducenew arrivals to customers, and thus increase conver-sions through a planned and systematic approach by displaying stocks available.Merchandise presentation reers to most basic ways o presenting merchandise in an orderly,understandable,’easy to shop’ and ‘nd the product’ ormat. Tere arecertain things which a retailer needs to take care whileproceeding with the process o displaying hisproducts.Tese components when combined together in a properratio will make a successul outcome.Te main goal o display is to showcase the productswithin the overall display area. Customers give three toveseconds o their attention to window display. Teretailers visual message should be conveyed to the cus-tomer inthat short period o time. It should not be likean unsuccessul V advertisement, where the productis orgottenaltogether and only the concept o the com-mercial remains in the mind o the viewer. Te arrange-ment o window display should go with the productand should not suppress them to make it discernable tothe eye. Color is one o the most powerul tools in theVisualMerchandising segment. It is a visual perceptualproperty.Colors can be associated with emotions, specialoccasionsand gender. It attracts attention and pulls morecustomersinto the store. A retailer has to ocus on theright choice o color that would match with the theme o display. It is notpossible to satisy everyone all the time,but it is possible tocultivate the taste o customers gradu-ally and purposeully.A right choice o colors in the dis-play items can turnwalkers into stoppers and signicantly convert them intocustomers. It is thereore mandatory to choose the right color or the right theme o display. AHalloween display would require black color in the dis-play theme. Valentines theme should be ruled by red col-or supplemented withpink and white. A display o babysaccessories should reect light shades o pink and bluecolors. A Christmasdisplay should contain colors o red,green, gold and silver. A theme is a display o sale itemso similar categories e.g. adisplay o kitchen accessories.Its essential to have themesor all retail displays. Tey can be romantic, wild, orcapricious, and capture peoplesimaginations. A good theme will lure the customer witha shopping mood into the store. Temes mainly dependupon the retailersimagination and creativity. Focusing onthe right theme rather than creating a display with expen-sive raw materialsis the key to successul window display.A shoe store themecan be a group o elves buying shoes.A theme or display o casual wears can be a group o mannequins sittingcan be a group o elves buying shoes.

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