Lesson 7 - GOING GAGA OVER Visual Merchandising

GOING GAGA ON
VISUAL MERCHANDISING
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STORE DESIGN OBJECTIVES

Influence customer buying behavior

Influence customer buying behavior Provide flexibility

Influence customer buying behavior Provide flexibility Control design and maintenance costs

Influence customer buying behavior Provide flexibility Control design and maintenance costs Meet legal requirements

Influence customer buying behavior Provide flexibility Control design and maintenance costs Meet legal requirements Implement retailers Strategy
DESIGN & RETAIL STRATEGY
Meet needs of t ar
get market
Meet needs of t ar
get market
e g a t n a v d a e v i t i t e p m o c e l b a n i a t s u Builds a s
Meet needs of t ar
get market
e g a t n a v d a e v i t i t e p m o c e l b a n i a t s u Builds a s
Displays the stores imag e
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
BOTH CHOCOLATES BUT
In India, clutter is success
r o i v a h e B g n i y u B e c n e Influ
Attraction to sto re
e s i d n a h c r e m e t a c o l o t Easy
Keep customers t o s t for a long time ore
d e n n a l p n u e k a m o t e t a Motiv purchase
Provide satisfyi ng shopping experience
Tod
s c i h p a r g o m e D ays
Tod
s p i r t g n i p p o h s n i e m i t Less
Tod
Tod
s c i h p a r g o m e D ays s e i g e t a r t s r e l i Reta
Tod
Y T I L I B I FLEX
Y T I L I B I FLEX
e h t e g n a h c o t d e d Nee x i m e s i d merchan
Y T I L I B I FLEX
Y T I L I B I FLEX
The ability to p move store c hysically omponents
Y T I L I B I FLEX
Y T I L I B I FLEX
The ease wit h components which can be modi fied
Y T I L I B I FLEX
T S CO
T S CO
n g i s e d e r o t s e h t g n i t n e m e l p m i f o e t c s n o a c r a e e h t p Control ain the stores ap and maint
T S CO
T S CO
s e l a s s u h t d n a e c n e i r e p x e g n i shopp
T S CO
T S CO
e g a k n i r h s Inventory
T S CO
D PW
S S E C AC
o the t d n a e l s es i r a u t n i x i a f t m s o e h nd m on t u s o y r a a w d h n t a a ep ors 32 inch wid fitting rooms elevat bathroom,
D PW
S S E C AC
D PW
S S E C AC
re u t x i f d n a ps a r w h s a c t Lower mos
D PW
S S E C AC
D PW
S S E C AC
ully f m o o r g n fitti d n a m o o r Make bath accessible
D PW
S S E C AC
D PW
S S E C AC
TRADE OFF IN DESIGN
Ease of locating merchandise for planned purchases
TRADE OFF IN DESIGN
TRADE OFF IN DESIGN
Giving customers adequate space to shop
TRADE OFF IN DESIGN
TRADE OFF IN DESIGN
Exploration of store, impulse purchases
TRADE OFF IN DESIGN
TRADE OFF IN DESIGN
Productivity of using this scarce resource for merchandise
TRADE OFF IN DESIGN
TRADE OFF IN DESIGN
N G I S E D E R O ST
! T U O Y A L E R S TO
d n a n o i t a r o l s p e r x o e t r s e e m h t o t h s g u c u o e r g h t ra rs move u o c n e To custome help
a s e t a t i l i c a f t a h t t ttern u o y a l a p c i Use a f f a r t c i f i c e sp
n g i s e d g n i t s e r te n i e d i v Pro ents elem
T U O Y A L D I GR
T U O Y A L D I GR
Easy to lo cate merc
handise
T U O Y A L D I GR
T U O Y A L D I GR
Allows m ore merc be displa handise to yed
T U O Y A L D I GR
T U O Y A L D I GR
Cost effic ient
T U O Y A L D I GR
T U O Y A L D I GR
Does not customer encourage s to explo re store
T U O Y A L D I GR
RACETRACK LAYOUT
RACETRACK LAYOUT
t a h t e l s i a r o j a m a h t Loop wi s to departments has acces
RACETRACK LAYOUT
RACETRACK LAYOUT
g n i w e i v t n e r e f f i d e d i e g Prov a r u o c n e d n a s e l g g n i y an u b e s l u p m i , n o i t explora
RACETRACK LAYOUT
RACETRACK LAYOUT
e h t d n u o r a s r e m o t s Draws cu store
RACETRACK LAYOUT
FREE FORM
LAYOUT
FREE FORM
LAYOUT
d e g n a r r a s e l s i a d n sa y l l a c i r Fixturea t e m sym
FREE FORM
LAYOUT
FREE FORM
LAYOUT
g n i x a l e r , e t a m i t n i s e n t a a t s i l e i c d i a f v Pro ronment that envi ping and browsing shop
FREE FORM
LAYOUT
FREE FORM
LAYOUT
e c n a i b m a g n i x a l l l e a r t m s n a s a Ple t come cheap doesn xperience store e
FREE FORM
LAYOUT
FREE FORM
LAYOUT
e c a p s f o e s u t n e i c i f Inef
FREE FORM
LAYOUT
FREE FORM
LAYOUT
g n i t f i l p o h s o t e l b i t w p e e i c v s t u s o n e r n Mo lespeople ca sa
FREE FORM
LAYOUT
SIGNAGES
SIGNAGES
Location ident i f i e s the location of merchandise an d guides custom ers
SIGNAGES
s t c u d o r p f o s e p y t s e i f i t n e d i e g a n g i S y r o g e t s a d C o o g e h t r a e n d e t a c o l and
SIGNAGES
s t c u d o r p f o s e p y t s e i f i t n e d i e g a n g i S y r o g e t s a d C o o g e h t r a e n d e t a c o l and
Promotional S i sometimes in gnage relates to spe cific offers windows
SIGNAGES
SIGNAGES
Point of sale n e a r merchandise w and product inf ith prices ormation
SIGNAGES
Point of sale n e a r merchandise w and product inf ith prices ormation
re c s e g a m i Lifestyle p o h s o t s r e m custo
e g a r u o c n e t a h t s d o o m s e at
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image Use appropriate type faces on signs
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image Use appropriate type faces on signs Inform customers
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image Use appropriate type faces on signs Inform customers Use them as props
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image Use appropriate type faces on signs Inform customers Use them as props Keep them fresh
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image Use appropriate type faces on signs Inform customers Use them as props Keep them fresh Limit the text on signs
SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image Use appropriate type faces on signs Inform customers Use them as props Keep them fresh Limit the text on signs Use appropriate typefaces on signs
DIGITAL SIGNAGE
DIGITAL SIGNAGE
Visual Content delivered digitally through a centrally managed and controlled network and displayed on a TV monitor or flat panel screen
DIGITAL SIGNAGE
DIGITAL SIGNAGE
Superior in attracting attention
DIGITAL SIGNAGE
Superior in attracting attention Enhances store environment
DIGITAL SIGNAGE
Superior in attracting attention Enhances store environment Provides appealing atmosphere
DIGITAL SIGNAGE
Superior in attracting attention Enhances store environment Provides appealing atmosphere Overcomes time!to!message hurdle
DIGITAL SIGNAGE
Superior in attracting attention Enhances store environment Provides appealing atmosphere Overcomes time!to!message hurdle Messages can target demographics
DIGITAL SIGNAGE
Superior in attracting attention Enhances store environment Provides appealing atmosphere Overcomes time!to!message hurdle Messages can target demographics Eliminates costs with printing, distribution and installing traditional signage
FEATURE AREAS
FEATURE AREAS
Visual Content delivered digitally through a centrally managed and controlled network and displayed on a TV monitor or flat panel screen
FEATURE AREAS
FEATURE AREAS
Superior in attracting attention
FEATURE AREAS
Superior in attracting attention Enhances store environment
FEATURE AREAS
Superior in attracting attention Enhances store environment Provides appealing atmosphere
FEATURE AREAS
Superior in attracting attention Enhances store environment Provides appealing atmosphere Overcomes time!to!message hurdle
FEATURE AREAS
Superior in attracting attention Enhances store environment Provides appealing atmosphere Overcomes time!to!message hurdle Messages can target demographics
FEATURE AREAS
FEATURE AREAS
Superior in attracting attention Enhances store environment Provides appealing atmosphere Overcomes time!to!message hurdle t a y a l p s target i Messages can demographics d s p le a s C i a d n e E h t f Eliminates costs with printing, distribution o d n e e h t and installing traditional signage
FEATURE AREAS
FEATURE AREAS
FEATURE AREAS
s e e c n n o a z r t n n E io t i s o p m de co
FEATURE AREAS
FEATURE AREAS
FEATURE AREAS
y a l p s i d , k c o n t o s i t a a r t t n x e e s e e r r p o t s e v i t a e r c , Wallsa e s i d n mech
FEATURE AREAS
FEATURE AREAS
FEATURE AREAS
r o r e t n u o c P O P p a r W s a Cashk e r a t u o c e h c
FEATURE AREAS
FEATURE AREAS
c a e . s v d e z i l a r t Cen
t n e m t r h de pa
FEATURE AREAS
FEATURE AREAS
FEATURE AREAS
y a l p s i D g s n i n i d u n q a t e s Free res or mann n fixtu act attentio attr
FEATURE AREAS
FEATURE AREAS
FEATURE AREAS
e l s i A l a n o i t o m Pro
FEATURE AREAS
FEATURE AREAS
FEATURE AREAS
l a u s i v , t c a t t a w o d n i W age, mood mess
FEATURE AREAS
FEATURE AREAS
FEATURE AREAS
o t e d i c e d m o o R g n i t Fit or not buy
FEATURE AREAS
SPACE MANAGEMENT
SPACE MANAGEMENT
e r o t s f o n o i t a c e o l s l i a d n e a h T h c r e m s o d t n e a c r a b d sp n a s e i r o g e t ca
SPACE MANAGEMENT
SPACE MANAGEMENT
s e r o t s n i h t i w e c a p s s e e r Th o t s e a h t s i n s o e r d u t an x i f e r a s e v l e sh e c r u o s e r e r a c s
SPACE MANAGEMENT
SPACE MANAGEMENT
f o n o i t a c o l e r Th o s t n s e e i m r t o r g depa andise cate merch tore s e h t in
SPACE MANAGEMENT
SPACE PLANNING
SPACE PLANNING
d e t a c o l l a f o y t i , t v i o t c o f u d e r a Pro u q s / s e l a s ( e ) t s pac o o f r a e n i l / sales
SPACE PLANNING
SPACE PLANNING
y r o t n e v n i e s i d n a h c r Me r e v o n tur
SPACE PLANNING
SPACE PLANNING
s e l a s e r o t s n o t c a p Im
SPACE PLANNING
SPACE PLANNING
s d e e n y a l p s i D
SPACE PLANNING
PRIME LOCATION FOR MERCHADISE

Highly trafficked areas Store entrances Near checkout counter Highly visible areas End aisle Displays






LOCATION OF MERCHANDISE CATEGORIES

Impulse merchandise near heavily trafficked areas Demand/Destination merchandise back left!hand corner of the store Special merchandise lightly trafficked areas (glass pieces, womens lingerie) Adjacencies cluster complimentary merchandise next to each other




Holds a lot of apparel Hard to feature specific styles and colors Found often in discount and off! price stores
FIXTURES! STRAIGHT RACK
FIXTURES! STRAIGHT RACK

STRAIGHT RACK
Smaller than straight rack Holds a maximum amount of merchandise Easy to move around Customers cant get frontal view of merchandise
FIXTURES! ROUNDER
Smaller than straight rack Holds a maximum amount of merchandise Easy to move around Customers cant get frontal view of merchandise
Holds large amount of merchandise Allows customers to view entire garment Hard to maintain because of styles and colors Fashion oriented apparel retailer
FIXTURES! 4 WAY
FIXTURES! 4 WAY
Versatile Grocery and discount stores Some department stores Hard to view apparel as they are folded
FIXTURES! GONDOLA
FIXTURES! GONDOLA
PRESENTATION TECHNIQUES
"#
IDEA ORIENTED PRESENTATION
"#
e s i d n a h c r e m g n a i t e n d i e s c i e f i c pr e p s a n o d e e h t bas f o e g a m i or the store.

"#
"#
e r a s m e t i l a u Individ to show d e p u e o r h t g w o h s r d e n a m o d t s e s cu u e b d l u o c s item d e n i b m co
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VERTICAL MERCHANDISING
d e t n e s e r p s i e s i d d n n a a s h l c l a w mer g n i s u y l l a c i t ver . s a l o d n o g h g i h
s a h c u m p o h s s r r" e e m p o a t s p s u C w e n a d a g e n i r o y g e , t th h g i r o o t t t f p e o l t , m n m fro u l o c h c a e n dow . m o t t o b
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COLOR PRESENTATION
$%
COLOR PRESENTATION
g n i s i d n a y h c b r e g n m i z i n a bold g r o s i e u q i n tech color
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COLOR PRESENTATION
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FRONTAL PRESENTATION
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ise d n a h c r e m g n i y la as p s s i e d s f o o p method the retailer ex possible to in which the product as e f y o e s h c r u e m m sto u c e h t catch
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$&
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PRICE LINING
$"
PRICE LINING
d e t i m i l a r e f f d o e s n i r e l m i r e t e reta d e r p f o e c r i r e p b r m o u / n d n a s t r n e i h o t p o n e a n i pric h t i w s e i r o g e cat . n o i t a c classifi

$"
PRICE LINING
$"
PRICE LINING
d n i f y l i s a e s r e m o t e s c u i r c p s p e l h t he t a e s i d n a h c r . y me a p o t h s i w y e th
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PRICE LINING
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TONNAGE MERCHANDISING
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h c i h w n i e u q i n h c e t y a l disp s e d i t e i t y n a l a p u large q handise are dis of merc r togethe
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e h t s i f l e s t i e s i d n a h c mer . y a l p s di
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ITEM AND SIZE PRESENTATION
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$(
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e u q i n h c e t n o m m m o e c t i t s r o o m le e y t h s t y y l b b Proba izing stock is n a g r o f o

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CREATING AN APPEALING STORE ATMOSPHERE
$)
$*
LIGHTING
$*
e s i d n a h c r e m t h g i l h d g n i a H e c a p s e r Structu a mood g e n r i t u t h p g i l ca t n e i c i f f e y g r s e r u Ene t a e f y a l Downp
LIGHTING
$*
LIGHTING
$*
$+
COLOR
$+
) w o l l e y nd a old, , g t , o d h e , r t ( rs ran o b l i o v c , l m a r n tio Wa o m e e c a e v a produ sponses h ) n ree e g r , e e v u i l t b c , a ite ect f h f e w ( g s n r i o Cool col ful, gentle, calm peace
COLOR
$+
COLOR
$+
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MUSIC
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te a e r c , c i f traf e r o t s f o ct e e c r i a d p r e o h t t Control age, and attrac an im ers attention ing music consum lassical or sooth fc A mix o rage shopper,sand take a good encouow down, relaxndise ore l m a s h e c o s r t a e h c m and pur k at the
loo nger o l y a t s thus to
MUSIC
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MUSIC
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SCENT
e s l u p m i n o t c a p er m i m e o t v i s t i u s c o Has a p g behavior and buyin ion tter e b e c u satisfact re neutral prod an no
th ta e r a o h t t s s t e n h Sce of t s n o i t p hey t perce k n i h t res o t s d e t n scent n a e h c t s e r n i o st rs Custome less time in the stores ted n e spent c s n u in subjects
SCENT
SCENT
(%
HOW EXCITING SHOULD THE STORE BE?
(%
s r e m o t s u C e h t n so d n e p s e l a D o G g Shoppin
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w : o n l o s i t h e t l i p w m e o r c e ! h k s p s a T o m d t n a a , e l g p n i t m h g i a si l r e m im d , c i s u s r m o l o c n e e r g / e u l b
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th i w e r e ph s o m d Fun: t n a a , g g n i n t i i t c an ex ic, bright ligh s u m t s s a r f o l o c ow l l e y / d e r

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Lesson 7 - GOING GAGA OVER Visual Merchandising

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Droits d'auteur :

Lesson 7 - GOING GAGA OVER Visual Merchandising

Transféré par

Droits d'auteur :

GOING GAGA ON

STORE DESIGN OBJECTIVES

STORE DESIGN OBJECTIVES

STORE DESIGN OBJECTIVES

STORE DESIGN OBJECTIVES

STORE DESIGN OBJECTIVES

STORE DESIGN OBJECTIVES

DESIGN & RETAIL STRATEGY

DESIGN & RETAIL STRATEGY

DESIGN & RETAIL STRATEGY

DESIGN & RETAIL STRATEGY

Displays the stores imag e

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

BOTH CHOCOLATES BUT

In India, clutter is success

The ability to p move store c hysically omponents

The ease wit h components which can be modi fied

n g i s e d e r o t s e h t g n i t n e m e l p m i f o e t c s n o a c r a e e h t p Control ain the stores ap and maint

o the t d n a e l s es i r a u t n i x i a f t m s o e h nd m on t u s o y r a a w d h n t a a ep ors 32 inch wid fitting rooms elevat bathroom,

ully f m o o r g n fitti d n a m o o r Make bath accessible

TRADE OFF IN DESIGN

Ease of locating merchandise for planned purchases

TRADE OFF IN DESIGN

TRADE OFF IN DESIGN

Giving customers adequate space to shop

TRADE OFF IN DESIGN

TRADE OFF IN DESIGN

Exploration of store, impulse purchases

TRADE OFF IN DESIGN

TRADE OFF IN DESIGN

Productivity of using this scarce resource for merchandise

TRADE OFF IN DESIGN

TRADE OFF IN DESIGN

Easy to lo cate merc

Cost effic ient

Does not customer encourage s to explo re store

g n i x a l e r , e t a m i t n i s e n t a a t s i l e i c d i a f v Pro ronment that envi ping and browsing shop

e c n a i b m a g n i x a l l l e a r t m s n a s a Ple t come cheap doesn xperience store e

Promotional S i sometimes in gnage relates to spe cific offers windows

SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE

SUGGESTIONS FOR EFFECTIVELY USING SIGNAGE Coordinate signage to stores image

Superior in attracting attention

Superior in attracting attention Enhances store environment

Superior in attracting attention Enhances store environment Provides appealing atmosphere

Superior in attracting attention

Superior in attracting attention Enhances store environment

Superior in attracting attention Enhances store environment Provides appealing atmosphere

y a l p s i D g s n i n i d u n q a t e s Free res or mann n fixtu act attentio attr

f o n o i t a c o l e r Th o s t n s e e i m r t o r g depa andise cate merch tore s e h t in

d e t a c o l l a f o y t i , t v i o t c o f u d e r a Pro u q s / s e l a s ( e ) t s pac o o f r a e n i l / sales

PRIME LOCATION FOR MERCHADISE

PRIME LOCATION FOR MERCHADISE

PRIME LOCATION FOR MERCHADISE

PRIME LOCATION FOR MERCHADISE

PRIME LOCATION FOR MERCHADISE

PRIME LOCATION FOR MERCHADISE

PRIME LOCATION FOR MERCHADISE

PRIME LOCATION FOR MERCHADISE

LOCATION OF MERCHANDISE CATEGORIES

LOCATION OF MERCHANDISE CATEGORIES