Page 183 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  Visual Presentation Analysis: People usually respond best to visual stimuli, so product
presentation is a major driver of sales. For this reason, another segment of the buyer’s
seasonal written report describes their thoughts about visual merchandising for the
products. This includes the following:
 Are any special fixtures required?

 Where the product should be displayed?
 What type of signage is necessary?

Did u know? People usually respond best to visual stimuli, so product presentation is a
major driver of sales.

Visual merchandisers work very closely with the buying departments in most chains. Information
concerning delivery dates, promotions and product quantities may affect decisions about what
to feature in store windows and key display areas. The “visual people” will also handle any
special in-store signage that will accompany the product.

Self Assessment

State whether the following statements are true or false:
6. Most professionals will agree that the buying process is 10% analytical and 90% intuitive.

7. The most critical aspect of a successful operation, buying/merchandise management is
what retail is all about.
8. “Qualitative Analysis” refers to “identifying the proper components in a mixture”.

9. Information is power.
10. A promotional calendar outlining event dates, media buys and budgets should be
developed and taken into consideration when the merchandise planning process takes
place.

9.3 Categories in Merchandise Presentation

Basically categories of merchandise presentation includes like books of kids, fiction, classics and
school books, etc. Merchandise displays are special presentations of a store’s products or services
to the buying public. The nature of these displays may range somewhat from industry to industry,
but all merchandise displays are predicated on basic principles designed to increase product
purchases. Indeed, merchandise displays are an integral element of the overall merchandising
concept, which seeks to promote product sales by coordinating marketing, advertising, and
sales strategies.

Many business consultants believe that small business owners are among the leaders in innovative
merchandise display strategies.

Example: In many instances, smaller specialty chains are leading the way in store
ambience supporting their overall marketing strategy in a broad range of categories from
fashion through hardware and house wares and building supplies areas.
By their very nature, specialty stores depend on their fixturing to generate a differentiation or
niche in the marketplace. And being physically smaller in some cases allows for faster response

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