Visual Merchandising: Visual Merchandising is very important because the first impression of the product or store on the customer is by visualizing. If the impression is positive then customers attract to the store. A store must have the inviting appearance to the customers. Objectives of Visual Merchandising: Objective of visual merchandise is to attract the customers to your business in order to sell the merchandise. The main objective is to make the customers feel comfortable and eager to buy. Essential of Visual Merchandising: * Interior Floor Design and Display. * Space and Signage. * Window Display. Tools Use for Visual Merchandising: Audio-Visual Displays. * Decoration and Props. * Signage and Graphics. The presentation in visual merchandising falls into two categories mainly: 1. Exterior Presentations. 2. Interior Presentations. Exterior Presentations: The outlook of a store is a major determinant for a customer. Good exterior presentation attracts attention, creates interest and invites the customer into business. It involves exterior signs, banners and window display. Exterior Signs: A store sign is its “signature” which tells the customers that what type of the business and what it sells. In less than 10sec the sign must attract attention.
Banners: Banners are used to sales promotion. It should be very colorful and eye catching. Window Display: Some products should be placed on a store’s window. Window display should attract attention, create interest and invite people into the store to purchase goods. New displays indicate new up-to-date merchandise is available. Interior Presentations: Another way of the merchandising is through interior display that effectively show merchandise to the customers. The purpose of doing this is to develop interest for the merchandise. It involves color theme and images, lighting, props and fixtures. Researchers found that 64. % of all purchase decision was made inside a store. Three goals of store are- 1. Motivate the customers to spend money 2. Protect the image of the store 3. Keep expenses to minimum Color and Lighting: Color in a display can catch eye and make people pause and look. The overall color combination can affect the atmosphere of a store. Lighting is essential in calling attention to merchandise in a display. Customer’s eye is drawn automatically to the brightest area. Props and Fixtures: A display prop is not for sale, it is just used with a product in a display to clarify the function of the product being sold.
Merchandise and Fixture Display Recommendations: Goods can be effectively displayed on a variety of fixtures such as tables, cubes, racks and other display cases. Movable shelves from all sides used in self-service retail stores to display merchandise. They can be lined up in stores as grocery or hardware stores. Errors Commonly Occurring in Display: * Too much merchandise * Too little merchandise * Too many props * Poorly selected props * Display changed to seldom * Limited or no display budget * Lack of attention to detail