Page 246 - DMGT550_RETAIL_MANAGEMENT

Unit 13: Store Design and Visual Merchandising

Visual merchandising includes window displays, signs, interior displays, cosmetic Notes
promotions and any other special sales promotions taking place.
Components of Visual Merchandising

There are certain things which a retailer needs to take care while proceeding with the
process of displaying his products. These components when combined together in a proper
ratio will make a successful outcome.
Make Merchandise the Focal Point
The main goal of display is to showcase the products within the overall display area.
Customers give three to five seconds of their attention to window display. The retailers
visual message should be conveyed to the customer in that short period of time. It should
not be like an unsuccessful TV advertisement, where the product is forgotten altogether
and only the concept of the commercial remains in the mind of the viewer. The arrangement
of window display should go with the product and should not suppress them to make it
discernible to the eye.
Right Choice of Colors is Vital

Color is one of the most powerful tools in the Visual Merchandising segment. It is a visual
perceptual property. Colors can be associated with emotions, special occasions and gender.
It attracts attention and pulls more customers into the store. A retailer has to focus on the
right choice of color that would match with the theme of display. It is not possible to
satisfy everyone all the time, but it is possible to cultivate the taste of customers gradually
and purposefully. A right choice of colors in the display items can turn walkers into
stoppers and significantly convert them into customers. It is therefore mandatory to choose
the right color for the right theme of display. A Halloween display would require black
color in the display theme. Valentines theme should be ruled by red color supplemented
with pink and white. A display of baby accessories should reflect light shades of pink and
blue colors. A Christmas display should contain colors of red, green, gold and silver.
Display Themes to Appropriately Support the Product
A theme is a display of sale items of similar categories e.g. a display of kitchen accessories.
Its essential to have themes for all retail displays. They can be romantic, wild, or capricious,
and capture peoples imaginations.
A good theme will lure the customer with a shopping mood into the store. Themes mainly
depend upon the retailers imagination and creativity. Focusing on the right theme rather
than creating a display with expensive raw materials is the key to successful window
display. A shoe store theme can be a group of elves buying shoes. A theme for display of
casual wears can be a group of mannequins sitting casually at a get together in different
poses. Related themes will tug the heartstring of the customers and will pay off.
Display should Complement the Retailers Other Strategies
The content of the display should complement the in store environment and other
marketing strategies of the retailer. If the retailer has a specific logo, the colors of the
display can reflect the same color of the logo. For example, McDonalds display, the clown
is of the same color, red and yellow as in their logo.
Cleanliness
Neat and clean arrangement is the foundation of an inviting a successful visual display. A
beautiful display can be ruined by a cracked sign holder or an unclean display environment.
Effective cleaning schedule of showcases and display fixtures is required.
Contd....

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