Page 247 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes and who is attending. Lastly, don’t forget to publicise the event to the local media such as
community newspapers, websites and bloggers.
Follow-up: Post-event follow-up is an often overlooked area by small business owners, yet is an
area that can generate even further business if executed correctly! We happen to think that Thank
you notes are a nice touch, and can be a very personal way of following up. Another idea is to set
up a postcard program to invite attendees to the next event. Which reminds us; don’t forget to
have people sign in at the event! You’ll want to capture their names, email addresses, along with
mailing address and phone number if they’re willing to give it. This is a goldmine of information
for your customer database! And, once you’ve gathered the customer’s contact information at
the event, follow up within the next two weeks with a special offer or discount coupon, which is
exclusive for the attendees of the event.

Selling space: It is the most important part of a store and therefore efforts to utilise each square
foot will help to maximise sales. One proven way to do this is through interior displays that
effectively show merchandise to the customer. When planning interior displays, remember that
the theme and image presented on the exterior must be carried throughout the interior of the
store to provide consistency for the customer. The purpose of the interior display is to develop
desire for the merchandise, show what is available, and encourage both impulse and planned
buying. Three goals of store are:
 Motivate the customer to spend money
 Protect the image of the store

 Keep expenses to minimum
As an illustration, researchers found that 64.8% of all the purchase decisions were made inside a
supermarket. Most people indicated they purchased the item because they saw it displayed. 67%
of liquor purchased from the liquor shop is impulse items. Combining advertising and display
into an integrated promotional campaign will usually be more effective.

Notes Exterior Presentations
The quality of a store front is a major determinant for a customer, particularly a new
customer, and should not be underestimated. The exterior appearance of one store, a block
businesses or a cluster, silently announce what customers can expect inside. Good exterior
visual merchandising attracts attention, creates interest and invites the customer into
business. Exterior presentation can offer lavish, conservative, progressive or discount
image.
Exterior Signs
A sign is a silent salesperson, and part of a shopper first impression of a store. In less than
10 sec the sign must attract attention, tell what the business is and what it intends to sell.
Simple, brief, well designed, well lettered and easy to read signs will convey a feeling of
welcome. Design graphics appropriate for the nature of the business, and create a message
that is clear and simple. Focus on one or two key words to describe the business. A clean,
clear message will have more impact. A store sign is its “signature”. It is personal, original
and continuously recognisable to the public. It should create an image that is consistently
carried throughout the existence of store.

242 LOVELY PROFESSIONAL UNIVERSITY