Page 79 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes Self Assessment

Fill in the blanks:
11. .................................... comprises ceiling, walls, flooring and lighting, but instead of furniture
a retail outlet houses fixtures for the presentation of merchandise, and fittings for equipment
such as tills.
12. In choosing the materials used for the interior, retailers have to consider the type of
product being sold, costs, store traffic and ....................................

4.4 Elements of Display

Display fixtures include racks, stands, tables, shelves, and other devices for physically presenting
merchandise. They may be floor fixtures-round, rectangular, or box-racks, cubes –or wall fixtures
such as brackets, shelves, etc.
In addition to holding merchandise and displaying it, store fixtures influence a store’s interior
design, from its traffic flow to the image it projects to customers.
All furnishings of the store should be placed to enhance the visual impression each floor presents.
They should be arranged both to sell the most merchandise and to be pleasing to the customer.

Figure 4.4: Display Area in a Store

(i) Corner Shops: These shops, as well as other marked-off areas with distinctive decor, are
employed by store engineers to relieve the monotony of departmental furnishings.

(ii) Shelves: Obviously, shelves are necessary to store stocked merchandise. They are poor
display areas, however, and should be hidden whenever possible by walls, curtains, and
so on.
(iii) Counter and Table Display: These sell merchandise more readily than do shelf displays,
because they are located in front of the stock areas, bringing the goods nearer to the
customer and allowing the customer to usual design for counters and cases. However,
rounded, oval, and surrealistically shaped counters not only ease the flow of traffic through
a store, they appear less regimented and do not present hazardous sharp edges to the
customer. They are a pleasant change from the square design.

Placing store furnishings at an angle to the structural lines of the interior is an arrangement
that will increase sales at no added expense to the store. If all aisles are straight from front

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