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VISUAL MERCHANDISING ELEMENTS

Exterior Presentation
The quality of a store front is a major determinant for a customer and the store appearance
should never be compromised. The exterior appearance silently announces what customers can
expect inside. Good exterior visual merchandising attracts attention, creates interest and invites
the customer into business. Generally the exterior presentation should be progressive, lavish or
discount image to the customer. The important point to be noted is that how a store visually
welcomes a customer has to do a lot, whether they enter or not.
Exterior Signs
An effective sign is a silent sales person. A sign must attract attention of customers in less than
ten seconds and should convey what the business is and what it has to sell. The size of the letter
used in signs should be large enough to be read from a distant place. Elegant design and
expensive sign material will convey a business of luxury goods and services. A design of the sign
conveys a great deal about the business. Signs can also be used to target a specific market
segment such as youth, women, singles etc. Logo is also very important and plays a major role in
attracting customers. They should be unique and noticeable. To put it in simple words simple
brief, well designed, well lettered and easy to read signs will attract more customers and convey
a feeling of welcome to the customers. A stores signs is its identity. It is with the sign that the
public recognize the store.
Hence it should create an image that can be consistently carried out as an identity of the store.
Marquees
Marquees are special type of signs used to display stores name. Effective marquees should be
designed so as it is different from others and attracts the attention of customers.
Banners
Banners are economical but colourful and eye catching means of promotion. They can be
changed frequently to create different appearances which will in turn attract customers to the

It is reckoned that as many as one in every four sales could be the result of a good window display. The purpose of interior display is to develop desire for the merchandise. This goes on with the quote ‘first impression is the best impression’. it should be kept in mind that the theme and image presented on the exterior must be carried throughout the interior of the store to provide consistency for the customer. Entrances that allow shopping to come into a store without being aware of their entering are also becoming very popular. Window display should attract attention. . Entrance & Aisles Most of the first time customers remember the store entrance. When planning interior displays. PRINCIPLES OF DESIGN Interior Presentation Selling space is the most important part of a store and therefore. and encourage both impulse and planned buying. Cluttered aisles makes the shoppers feel uncomfortable and hence leave to a bad shopping experience. It will be more effective when the colour scheme and design concept used in the banners are materials and newspaper ads. Giving the best impression to the customer’s right at the entrance is mandatory for any store. create interest and invite people into the store to purchase goods. Changing window displays to suit themes and moods and seasons is gaining popularity. Special emphasis has to be placed on a store’s window display’s because they are the information link to the potential customer. and that is the maximum time available to achieve this. The average amount of time an individual spends looking at a window display is about eleven seconds. Window Displays The display at shop windows is becoming increasingly popular as far as visual merchandising stands.store. show what is available. efforts to utilize each square foot will help to maximize sales. Too much of merchandise must not be crowded at a window. as customers find it difficult to determine the message and what items are being promoted.

The customer should always get to see new exciting and creative merchandise with display at the front of the store. both exterior and interior. colour. Although the percentage of in-store purchase decisions may vary by type of store and product.The trick of Visual Merchandising A research conducted in US suggests that 64. as well as introducing merchandise to the customer. but no brand. However. Displays or advertising alone may not increase product sales substantially. The main principles of design used in display are balance. Well-designed displays and in-store promotions are essentials for a consistent theme and to help the customer find advertised items. window and interior.Three major goals of a store should be to motivate the customer to spend money. project the image of the store and keep expenses to a minimum. If the sale or promotion lasts for several weeks. rhythm. while others are developed from scratch. Impulse buying . This included impulse purchase along with substitutions and generally planned buys where the shopper had an item in mind. Display Design An effective way of attracting customers to a store is by having good displays. Good design makes a visual presentation come together. These principles apply to all displays. . Most people indicated they purchased the item because they saw it displayed. lighting and harmony. merchandise should be moved to the rear of the store. Information provided by the Point of Purchase Advertising Institute (POPAI) indicates that nothing influences the consumer’s purchase decisions more than advertising used where the sale is actually made---the point of purchase. combining advertising and display into an integrated promotional campaign will usually be more effective. proportion. Some effective displays are created by suppliers or brand-name manufacturers.8 per cent of all purchases decisions were made inside a supermarket. A customer will be attracted to a display within three to eight seconds. Every display should be planned and must have a theme. emphasis. This means the design attracts attention in a way that strengthens the store image. Sale or promotional good in front of the store should be placed for short period of time only. which is the time a customer spends to determine interest in a product. this is a critical selling point.

Theme and prop merchandise must be prominently displayed in their respective departments for the easy access by the customer. the merchandise concept or the store itself. FIXTURES AND SIGNAGE Props A prop is something used with a product in a display that clarifies the function of the merchandise being sold. desks and tables is an example. . wall treatments. pens. shelves. pencils. it should be ensured that it is appropriate for the theme of the display and in sufficient quantity to meet an increased demand arising from the display. If a store does not have merchandise available that can be used in the display. Including tissue paper. such as floor coverings. display props can be used for non-merchandise categories. backgrounds. Props may also be merchandise that is for sale. Image When using sellable merchandise as a prop. shopping bags.PROPS. hangers. chairs. mannequins. Non-merchandise props used for their original purpose can assist in telling a story. Props are the integral part of a display. A display prop is something which is not for sale. and steps. The presence of prop is to highlight or complement the merchandise and add visual excitement to the surrounding area. They are used in visual merchandising to tell a story about a product.

3 Wall Fixtures: To make store walls merchandisable. 1. that is fitted with a vertical columns of notches similar to those on the Gondolas. . MERCHANDISE DISPLAY PLANNING Shelving flexible and easy to maintain.Long pipe suspended with supports to the floor or attached to the wall. 1. into which a variety of hardware can be inserted can be merchandised much higher than floor fixtures.2 Four way fixtures: Two cross bar that are perpendicular to each other in a pedestal.8.FIXTURE TYPES Straight Rack . Folding For soft lines that can be folded and stacked on shelves or tables creates high fashion image.8. wall usually covered with a skin. Hanging.Suspending merchandise from Hangers Pegging small rods inserted into walls.

Soft materials stacked are seen in the figure.Stacking For large hard lines that can be stacked on shelves. The same applies to the windows to grasp .Depth is the distance from the front of the window to the back of the window. washcloths) or hard lines(batteries candy. grocery products) creates high volume. Stacking cushions is one such practice. we step or sit back from whatever we wish to see. low cost image. base desks of gondolas or flats easy to maintain and show an image of high volume and low price. It is important to give the display the right amount of depth. Depth . Consider the way we watch movies and ok at the painting. Dumping Large quantities of small merchandise can be dumped into baskets or bins highly effective for soft lines (socks.

At the same time the display should be stepping down from the highest.the whole picture it must be set back from the window. not positioned right at the glass. to allow for proper visibility and price point options. It is a diagram that visually communicates how merchandise physically fit on to a store fixture or window. then work forward. Planogram Planogram is tool used by the retailer. which helps the retailer to determine the location of the merchandise within a department. It helps in listing the exact number of square feet used for various products and exact number of products to be displayed in a particular area Planogramming benefits: Improved sales presentation and closure results Increased consumer appeal of product displays Better brand awareness through consistency Improved efficiency of shelf space allocations . The rule of thumb is to start three quarters away from the glass.

e. i. use of perfumes and scents. can entice the customers by the aroma. Scent can also be a major factor in determining which product to buy. .Improved financial performance of assortments Faster more accurate replenishments Quicker inventory resets Much better marketing through targeting displays Use of other sensory organs for merchandising Use of music The store image and the mood of the customers can be changed dramatically by the use of music. Music establishes moods. helps to motivate the subconscious mind and create long lasting impression on the customers. A pleasing scent can create a wonderful ambience and add to the customers shopping experience. Segments of the store having soaps and toiletries can enchant the customers by the use of perfumes and scents. Layout having fresh breads and buns. Specific music for particular merchandise can create a good shopping experience and can be an important tool for creating a brand. Perfumes and Scent The other use of stimulation can be use of stimulating the olfactory lobe of the brain.

cleaning products are all bought while keeping scent in the mind. . The scent generally determines which product the customer purchases. toiletries. scented candles.Everything from perfumes.