Page 73 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes income level of the customers, how well the associates and managers communicate and serve
the customer base and how well the buyers choose the right merchandise to be offered in each
particular store.
As you can see, a lot of effort and planning must be incorporated in these three elements to
create a successful retail store. Miscalculating on even one element could be the difference in
whether the retail store will succeed or fail.

Self Assessment

Fill in the blanks:
1. ............................. is a term used to describe the manipulation of elements such as colour,
light levels, sound, scents and design within your store to influence the buying habits of
your customers.

2. Atmospheric changes to a stores environment will influence the customers .............................
or ............................. for that retailer.
3. Atmospherics are the ............................. characteristics and surrounding influence of a retail
store that is used to create an image in order to attract customers.
4. The success of a retail store can be heavily influenced by the chosen colour scheme, its
layout design and ............................. created by the retailers.

5. Most large multiple retailers have a portfolio of stores that differ in size and shape, and so
unless that retailer has access to individual store input data and the system is capable of
producing ............................. plans for each store.

4.2 Store Exteriors

Store design involves formulating and structuring all elements of the physical environment.
The storefront includes all aspects of the front/exterior of the store. Elements include the marquee
(or exterior sign), entrances, windows, banners, planters, awnings and lighting. As major vehicles
for communicating image, storefronts create differentiation among retail stores. This is especially
true in shopping centres and malls in which a store struggles for visual identity among all the
others that surround it.
The architectural style of a retail business suggests the nature, quality, and price of the merchandise
as well as the company’s status in the marketplace. Exterior visibility for Customers travelling
by foot or by automobile is essential. A unique building design and distinctive landscaping help
retailers capture the attention of potential customers.

The architect must balance the aesthetic factors that affect image with the complex operational
needs of the retail business. Economic considerations include future maintenance and energy or
utilities requirements, as well as construction and materials costs.
The exterior of most stores includes the fascia, mentioned above, the store entrance, the
architectural features of the building and windows. The contribution of these parts of a store’s
exterior to an overall design can vary in importance according to the type of store format and
the products on offer. For example, superstores, hypermarkets and category killers rarely use
window displays, but have bold fascias and easy to access entrances. Standalone stores may have
to conform to strict architectural guidelines imposed by government planning authorities,
whilst the centre management team may control the exterior of stores in a planned regional
shopping centre. Entrances can be designed to be open and welcoming, or closed and exclusive.
A key consideration for retailers is the need to be accessible for all members of society.

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