Visual Merchandising Elements Exterior Presentation

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
store. It will be more effective when the colour scheme and design concept used in the banners
are materials and newspaper ads.
Entrance & Aisles
Most of the first time customers remember the store entrance. This goes on with the quote first
impression is the best impression. Giving the best impression to the customers right at the
entrance is mandatory for any store. Cluttered aisles makes the shoppers feel uncomfortable and
hence leave to a bad shopping experience. Entrances that allow shopping to come into a store
without being aware of their entering are also becoming very popular.
Window Displays
The display at shop windows is becoming increasingly popular as far as visual merchandising
stands. Changing window displays to suit themes and moods and seasons is gaining popularity.
Special emphasis has to be placed on a stores window displays because they are the information
link to the potential customer. It is reckoned that as many as one in every four sales could be the
result of a good window display. Window display should attract attention, create interest and
invite people into the store to purchase goods. The average amount of time an individual spends
looking at a window display is about eleven seconds, and that is the maximum time available to
achieve this. 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.
PRINCIPLES OF DESIGN
Interior Presentation
Selling space is the most important part of a store and therefore, efforts to utilize each square
foot will help to maximize sales. When planning interior displays, 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.
The purpose of interior display is to develop desire for the merchandise, show what is available,
and encourage both impulse and planned buying.
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. Well-designed displays and in-store
promotions are essentials for a consistent theme and to help the customer find advertised items.
Although the percentage of in-store purchase decisions may vary by type of store and product,
this is a critical selling point. Information provided by the Point of Purchase Advertising Institute
(POPAI) indicates that nothing influences the consumers purchase decisions more than
advertising used where the sale is actually made---the point of purchase.
Impulse buying - The trick of Visual Merchandising
A research conducted in US suggests that 64.8 per cent of all purchases decisions were made
inside a supermarket. This included impulse purchase along with substitutions and generally
planned buys where the shopper had an item in mind, but no brand. Most people indicated they
purchased the item because they saw it displayed.
Displays or advertising alone may not increase product sales substantially. However, combining
advertising and display into an integrated promotional campaign will usually be more effective.
Some effective displays are created by suppliers or brand-name manufacturers, while others are
developed from scratch. The main principles of design used in display are balance, emphasis,
proportion, rhythm, colour, lighting and harmony. These principles apply to all displays, window
and interior.
Display Design
An effective way of attracting customers to a store is by having good displays, both exterior and
interior. A customer will be attracted to a display within three to eight seconds, which is the time
a customer spends to determine interest in a product. Every display should be planned and must
have a theme. Good design makes a visual presentation come together. This means the design
attracts attention in a way that strengthens the store image, as well as introducing merchandise to
the customer. Sale or promotional good in front of the store should be placed for short period of
time only. If the sale or promotion lasts for several weeks, merchandise should be moved to the
rear of the store. The customer should always get to see new exciting and creative merchandise
with display at the front of the store.
PROPS, FIXTURES AND SIGNAGE

Props
A prop is something used with a product in a display that clarifies the function of
the merchandise being sold. Props are the integral part of a display. They are used
in visual merchandising to tell a story about a product, the merchandise concept or
the store itself. A display prop is something which is not for sale, such as floor
coverings, wall treatments, backgrounds, mannequins, shelves, and steps. Props
may also be merchandise that is for sale.
Image
When using sellable merchandise as a prop, 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. Theme and prop merchandise must be
prominently displayed in their respective departments for the easy access by the
customer.
If a store does not have merchandise available that can be used in the display,
display props can be used for non-merchandise categories. Non-merchandise props
used for their original purpose can assist in telling a story. Including tissue paper,
pens, pencils, shopping bags, hangers, chairs, desks and tables is an example. The
presence of prop is to highlight or complement the merchandise and add visual
excitement to the surrounding area.
FIXTURE TYPES
Straight Rack - Long pipe suspended with supports to the floor or attached
to the wall.
1.8.2 Four way fixtures: Two cross bar that
are
perpendicular to each other in a pedestal.
1.8.3 Wall Fixtures: To make store walls
merchandisable, wall usually covered with a
skin, that is fitted with a vertical columns of notches similar to those on the
Gondolas, into which a variety of hardware can be inserted can be merchandised
much higher than floor fixtures.
MERCHANDISE DISPLAY PLANNING
Shelving flexible and easy to maintain.
Hanging- Suspending merchandise from

Hangers
Pegging small rods inserted into walls. Folding For soft lines that can be folded and
stacked on shelves or tables creates high fashion
image.
Stacking For large hard lines that can be

stacked on shelves, base desks of gondolas or flats
easy to maintain and show an image of high volume
and low price. Stacking cushions is one such practice.
Soft materials stacked are
seen in the figure.
Dumping Large quantities of small merchandise

can be dumped into baskets or bins highly effective for
soft lines (socks, washcloths) or hard lines(batteries
candy, grocery products) creates high volume, low cost
image.
Depth - Depth is the distance from the front of

the window to the back of the window. It is important
to give the display the right amount of depth.
Consider the way we watch movies and ok at the
painting; we step or sit back from whatever we wish
to see. The same applies to the windows to grasp
the whole picture it must be set back from the

window, not positioned right at the glass. The rule of
thumb is to start three quarters away from the glass, then work forward. At the
same time the display should be stepping down from the highest.
Planogram
Planogram is tool used by the retailer, which helps the
retailer to determine the location of the merchandise
within a department. It is a diagram that visually
communicates how merchandise physically fit on to a
store fixture or window, to allow for proper visibility and
price point options. 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
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. 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. i.e. use of perfumes and scents. Layout having fresh breads and buns, can
entice the customers by the aroma. Segments of the store having soaps and
toiletries can enchant the customers by the use of perfumes and scents. A pleasing
scent can create a wonderful ambience and add to the customers shopping
experience. Scent can also be a major factor in determining which product to buy.
Everything from perfumes, scented candles, toiletries, cleaning products are all
bought while keeping scent in the mind. The scent generally determines which
product the customer purchases.

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VISUAL MERCHANDISING ELEMENTS

PROPS, FIXTURES AND SIGNAGE

Hanging- Suspending merchandise from

Stacking For large hard lines that can be

Dumping Large quantities of small merchandise

Depth - Depth is the distance from the front of

the whole picture it must be set back from the

Improved financial performance of assortments

Use of other sensory organs for merchandising

Perfumes and Scent

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