Page 77 - DMGT552_VISUAL_MERCHANDISING
P. 77
Visual Merchandising
Notes 2. From a commercial point of view, and shops should be open, so the design should take
into consideration not to let customers have a “claustrophobic”, “dark” and other adverse
psychological, to refuse customers in the door. Therefore, the crisp, clear, echo effect with
the door profile is the best design.
3. Shop design, should also consider whether the flat road before the shop is level or slopes;
front of the block and whether the impact of stores across the image of the object or
building facade; lighting conditions, noise and sunlight orientation, etc., used in shop
material, in the past and are based on the quality of hard wood, wood can also be an
external package in iron or aluminium skin, making more convenient.
Caselet Schultz Furniture
chultz Furniture in Erie, Pa. features a carousel that can be seen from the store’s
exterior. The carousel not only attracts attention through its movement and color,
Sbut it also transforms the store into a destination for more than just furniture shopping.
The free carousel ride enhances Schultz Furniture’s brand positioning by creating a warm,
fuzzy feeling for the consumer while at the same time exposing them to the store’s product
offerings. Even if a family isn’t in the market for furniture at the time of their visit, chances
are they will remember Schultz positively when they are.
Source: www.furninfo.com/Furniture%20World%20Archives/7990
Self Assessment
State whether the following statements are true or false:
6. The exterior of most stores includes the fascia, the store entrance, the architectural features
of the building and windows.
7. General shopping malls can be placed in the central door, and out of small shops housed
in the central area is not appropriate.
8. A facade or façade is generally one side of the exterior of a building, especially the front,
but also sometimes the sides and rear.
9. Signs and windows also are important components of the exterior appearance of a retail
business.
10. Window displays are the information link to the non potential customers.
4.3 Store Interiors
The interior of a store can be viewed in a similar way to living space. It comprises ceiling, walls,
flooring and lighting, but instead of furniture retail outlet houses fixtures for the presentation of
merchandise, and fittings for equipment such as tills. In choosing the materials used for the
interior, retailers have to consider the type of product being sold, costs, store traffic and health
and safety. For example, the store interior for a food retailer needs to be easy to clean and
hygienic, but able to withstand high levels of customer footfall; high quality materials are
therefore likely to be a worthwhile investment. Alternatively, a young fashion retailer will
72 LOVELY PROFESSIONAL UNIVERSITY
