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“THE ART OF SILENT SELLING”
MR SHREE KRISHNA
Need visual merchandising
Components of visual merchandising
Use of 4P’s in visual merchandising
“Visual Merchandising is everything the
customers see both exterior and interior, that
creates positive image of a business and
results in attention, interest, desire and
action on the part of the customer”
NEED FOR VISUAL MERCHANDISING
To grab the mind space of its customers by visually
enticing them to their stores
Visual marketing and advertising
To communicate with the target customers much more
To attract during festivals and occasions
Components of Visual Merchandising
Make merchandise the focal point
Right choice of colors is vital
Display themes to appropriately support the product
Display should complement the retailers other strategies
Change the display settings in frequent intervals
Use of 4 P’s
Objectives of VM
· Educating the customers and making them aware about the product/service in
an effective and creative way.
· Setting the company apart and reinforcing the retailer’s communication
· Maximizing the utilization of space and establishing linkage between fashion,
product design and marketing by keeping the product in prime focus.
· Combining the creative, technical and operational aspects of a product and
the business to make the product presentable.
· Drawing the attention of the customer and encouraging him to make purchase
decision within shortest possible time, and thus augmenting the selling
Store image is created by visual merchandisers
through the design and décor of the store.
The store image is the idea of a store in people’s
How do these people know what image to develop for a store?
Who are our customers?
What kinds of new customers do we want to attract?
What kind of merchandise do we sell?
What is the image of our location?
What image does our main competitor have?
The store exterior is often called the storefront, and it
includes the store sign, display windows, entrances,
outdoor lighting, landscaping, and the building
The design of a business’s exterior is often part of
the place decision.
The location often influences a store’s image.
The store sign is a major element of a store exterior.
Many businesses develop a unique way of writing
the company name, often with design elements.
The display windows show a selection of
merchandise available in the store.
The selling area is where the merchandise is
presented to the customer. Area includes shelves,
racks holding merchandise, displays, cash
The sales support area contains amenities for
customers, such as restrooms, lounges. etc
A store layout is a plan that shows how the space in
the store will be used.
The selling and sales support areas are indicated, as well as
the permanent fixtures, such as shelving, racks, counters, light
fixtures, and other furnishings.
The placement of these items will have a major effect on store
Store décor refers to the way the store is decorated.
More permanent items, such as floor and wall
coverings, lighting and store fixtures, and
seasonal items (banners, signs)
The term fixture refers to an item designed to hold
merchandise for display and sale.
Merchandise presentation is the way
merchandise is displayed for sales in a store.
In self-service presentation, all of the merchandise is on
the selling floor.
Customers can find the merchandise on their own,
select the items they want, and then bring them to the
In full-service presentation, none of the items for sale are
on the floor. Select items may be on display, but you
must ask a sales associate to get the item you wish to
Large retail stores often have a combination of selfservice and full-service.
Some upscale stores offer luxury full-service. The
sales associate asks what you are interested in and
bring it to you.
TYPES OF DISPLAY AND
DEVELOPMENT OF DISPLAY
BY- SRI KRISHNA.R.J
TYPES OF DISPLAY
2. Interior Display
Point of Purchase Display
A window display appears in store windows that face
the street or the walkways of a mall.
Window displays are usually designed to capture
customer interest and draw customers to the store.
Window displays often
have dramatic colors
Window displays should attract attention, create
interest and invite people into the store to purchase
Should not crowd too much merchandise into a
There is less than 11 seconds to accomplish this, as
that is the average amount of time and individual will
spend looking at the window display.
2. Interior Display
An interior display is located
inside a store. They are
strategically placed to catch
a customer’s eye and
to generate traffic flow
within the store.
Interior displays often
provide information, such
as how to wear new styles
or coordinate accessories.
1. Determine the goal of the display.
2. Choose the merchandise.
3.Choose a theme.
4. Select props.
5. Arrange the merchandise and props.
6. Develop signs.
7.Design the lighting
. Determine the goal of the display
2. Choose the merchandise.
3.Choose a theme.
. Arrange the merchandise and props.
. Develop signs.
7.Design the lighting
Dirty, messy displays can ruin a store’s image.
To maintain a good image, a display must be kept
clean and orderly.
Some guidelines for good display maintenance
To check display at least once a day,
Clean regularly, replaces damaged goods,
Replace moved items, and replace lights as necessary.
The purpose of displays is to promote store image and
Visual merchandisers usually evaluate each display to
determine whether it is meeting these goals.
Does the display fit our store image?
Does it grab customers’ attention?
Is focus on merchandise?
Are signs clear and easy to read?
Is there enough light?
Is the display neat and clean?
1.Design and visual merchandising .
2.Visual merchandising and
market promotion activities
By : shreem
Reg num: 0816114
Visual merchandising stands for
-Make your competencies
-Make strategic relevant
products best visible
-Increase the level of
MerchandisingAll activities appropriate to
stimulate additional sales
Visual Merchandisingto provide consumers efficient
information and emotional loaded
pictures, which support customer
pleasure and shopping activity.
Design and Visual Merchandising
Design is the purposeful arrangement of
materials so that a certain effect is produced.
Positive influence on customer
satisfaction and purchase behavior.
Impact of Design
will be more.
The elements of design
Color is often the most dramatic and noticeable
Colors grab attention , create a mood , or affect
how someone feels.
Line refers to a one-dimensional mark .
refers to the shapes used in
Texture refers to the surface quality of materials.
rough, smooth, fuzzy, shaggy, soft, hard, etc.
Light is necessary in a window or display so that the
viewer can see what is being shown.
Mechanical devices are often used to move products
in the display.
The most common is a rotating platform.
Address the senses
Create a sensual experience in the
store by paying attention not only to
sight , but also to smell , touch and
Classical music as background
music in shops increases the sales
up to 2.5 times compared to rock or
Principles of Design
Emphasis is drawing the attention of the viewer to the
most important part of a display.
Movement refers to the way the design guides the
viewers’ eyes over an item or display.
Balance refers to the way items are placed around an
Formal balance means that there is an object on one side of
the line, and another object of equal size the same distance
from the line on the other side.
Informal balance occurs when there is a large pale object on
one side, and a smaller but very bright object on the other
Incorrect example of formal balance
Correct example of formal balance
Proportion refers to the size and space relationship of all items
in a display.
Clarity of Thought: The product being offered here is apparels as
well as shoes for men and women.
Creativity: One of the mannequins has been placed upside down
that too only the lower part of body to give it a very funky look,
which would appeal to the younger generation. While the other
mannequins are placed in a way to give a social look with a flex
being used in the background.
Effectiveness : The display is done to give a very relaxed feeling
which would indicate that the clothes are very comfortable and
can be wore anytime throughout the day.
Why did it work : The display is successful in increasing walk-ins
as well as conversions as it is visible from outside the store and
appeals to the younger generation and gives a very chilled out
attitude for them.
Marks & Spencer
Marks & Spencer
Clarity of thought : The window display clearly shows
that the sale season is going on for the apparels and
accessories offered by the store.
Creativity : The red color is used to indicate sale
period which can be discovered from a far distance.
Red color is physically and psychologically attached
to the customers and portray excitement.
Marks & Spencer
Effectiveness : A customer interested would surely walk-in to
avail the discounts as the display is shouting out for the sale
season. So it is very much effective being identifiable and
associated with this brand only.
Why did it work : The entire display used the red color tints and
shades indicating sales period & also providing an opportunity to
avail extra reduction. The big banners as well as mannequins
wearing similar t-shirts talking about sale are also very helpful.
Clarity of thought : The display is very clear & tells that the main
merchandise on display are apparels and accessories for
teenagers & women.
Creativity : The entire display gives a very homely touch & is very
attractive being for the season of Christmas.The mannequins
used are lying in a relax mood and signifies a smooth going
environment and life. Also, one of the mannequins is showing
back towards the customers signifying attitude and elegance.
Effectiveness : The colors being used are bright colors like blue
and red signifying cool, excited, stimulated and powerful
Why did it work : The display gives an aesthetic touch and a
homely environment. The display gives a feeling to the customer
that they can also avail the same comfort and calmness by
acquiring these merchandises.
Tips for Better Visual Merchandising
Storefront Identity and First Impressions
An important element in any store design is the look
of the storefront. a distinctive store logo that communicates your mission.
Display sale products in a creative way
When building a product display look for products
that are natural add-ons to the main product featured.
Use accent lighting to feature products
Customers are drawn to light. Lighting can make
products shine and bring colors to life.
Change displays weekly
This visual merchandising tip reminds us that customers want to see new and different
products. There is an aspect of entertainment and education that customers appreciate
when stores change their displays
Show Them How It Will Look At Home
Use your displays to show customers how the merchandise will look in their home
Group Like With Like
Organize your store logically, customers should be able to find all of one type of
Group by Lifestyle
Display merchandise from several categories -- that all share the same theme
- in the appropriate home or workplace setting
Colour can demand a shopper’s attention, evoke emotion and influence
Remember the Rule of Three
Whenever you create a display, work in sets of three. If you're by height, arranging
merchandise have a tall, taller, tallest.
Effective buying decision
Instant display of latest trends
Ease of locating goods
Requirement of large space
Higher initial investment
Pilferage; activity of steeling things of little value or in small quantities from the work
place, also there threat of customer theft. So for that we have
install cc television
Protection from dust & moisture, some need refrigeration
Customer oriented product presentation and product placement
Competences of sales persons
Personal customer and shop owner relation