visual merchandising

Visual merchandising is the activity and profession of developing the floor plans and three-dimensional displays in order to maximise sales.[1]

Both goods or services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase.

Visual merchandising commonly occurs in retail spaces such as trade shows.

Contents

[edit] History

When the giant nineteenth century dry goods establishments like citation needed]

In the twentieth century, well-known artists such as citation needed]

Example of Summer indoor display.

[edit] Methodology

[edit] Principles

The purpose of visual merchandising is to:

  • Make it easier for the customer to locate the desired category and merchandise.
  • Make it easier for the customer to self-select.
  • Make it possible for the shopper to co-ordinate and accessorise.
  • Recommend, highlight and demonstrate particular products at strategic locations.
  • Educate the customer about the product in an effective & creative way.
  • Make proper arrangements in such a way to increase the sale of unsought goods.

[edit] Techniques

Visual merchandising builds upon or augments the retail design of a store. It is one of the final stages in setting out a store in a way customers find attractive and appealing.

Many elements can be used by visual merchandisers in creating displays including color, lighting, space, product information, sensory inputs (such as smell, touch, and sound), as well as technologies such as digital displays and interactive installations.

[edit] Tools

A planogram allows visual merchandisers to plan the arrangement of merchandise by style, type, size, price or some other category. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain.

[edit] Forms

[edit] Window displays

Window displays can communicate style, content, and price.

Display windows may also be used to advertise seasonal sales or inform passers-by of other current promotions.

[edit] Food merchandising

Restaurants, grocery stores, and convenience stores use visual merchandising as a tool to differentiate themselves in a saturated market.

[edit] References

  1. ^ “Visual Merchandiser”. The Job Guide. Department of Education, Employment and Workplace Relations. http://www.jobguide.thegoodguides.com.au/occupation/Visual-Merchandiser. Retrieved 5 October 2011.

[edit] Further reading

  • Levy, Michael; Weitz, Barton A. (1995). Retail Management (3rd ed.). Richard D. Irwin, Inc.. ISBN 0-256-13661-0.
  • Gianfranco Giacoma-Caire (2011) Visual Merchandising: Mirror and soul of a point of sale (1st ed.) Creative Group. ISBN 9788890475719



This article uses material from the Wikipedia article visual merchandising, which is released under the Creative Commons Attribution-Share-Alike License 3.0.

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