Dec 26, 2015
Visual Merchandising encompasses all of the physical elements that merchandisers use to project an image to customers.
Display refers to the visual & artistic aspects of presenting a product to a target group of customers.
Merchandisers consider 4 elements key to creating a positive shopping experience: Storefront Store layout Store interior Interior displays
The exterior of a business is known as the storefront, which encompasses: Signs- designed to primarily attract
attention, advertise a business, and project brand identity.
Marquee- a architectural canopy that extends over a store’s entrance.
Entrances- designed with customer convenience and store security in mind.
Window displays- initiate the selling process, create excitement, and attract prospects.
Store layout refers to ways that stores use floor space to promote sales & serve customers.
A typical store layout divides a store into 4 spaces: Selling space- used for interior displays, merchandise,
sales transactions, and aisles. Storage space- where items are kept in inventory. Personnel space- allocated to employees for office
space, lockers, lunch breaks, & restrooms. Customer space- designed for the convenience of the
customer and may include coffee shops, in-store restaurants, lounges, and recreation areas for kids.
Once the general placement of merchandise has been determined, store personnel can develop visual merchandising for the store’s interior. Color, lighting, graphics, & paint. Fixtures are permanent or movable store furnishings that
hold and display merchandise. Basic types include display cases, tables, counters, floor & wall shelving units.
If interior displays are done exceptionally well, they enable customers to make a selection without any assistance.
There are 5 types of interior displays: Architectural displays- model rooms allowing customers
to see how merchandise will look in their homes. Store decorations- displays coinciding with season or
holidays. Open displays- allow customers to handle & examine
merchandise without the help of a salesperson. Closed displays- allow customers to see but not handle
merchandise. Point-of-purchase displays- designed to promote
impulse purchases.