Page 82 - DMGT552_VISUAL_MERCHANDISING

Unit 4: Store Exteriors and Interiors

houseplants, tobacco and cosmetics. And, of course, the primary method of marketing Notes
fragrances is in-store demonstrations of the scents.

Lab Exercise Suppose you are going to set up a departmental store. Prepare a computer
design of your store focusing on layout, fixtures and displays.

Self Assessment

Fill in the blanks:
13. Display ................................ include racks, stands, tables, shelves, and other devices for
physically presenting merchandise.
14. Sound is an important ................................ tool because of its ability to affect buying behavior.
15. Music in particular helps create a retail environment in which ................................ satisfaction
brings relaxation and a willingness to purchase.
4.5 All I Do Can Sell (AIDCS)

The abbreviation AIDCS stands for All I do can sell. In this AIDCS we come across the following
understanding of each letter of the word like:

 A stand for Attention
 I stands for Interest
 D stands for Desire
 C stands for Conviction

 S stands for Sell
What attracts customers (different types of formats attracting customers):
 Traditional and basic style attracts purists.

 Post-modern style attracts younger consumer groups with higher incomes.
 Colourful attractive presentation style attracts a broad spectrum of quality-oriented
consumer groups.

 Elegant but distanced presentation style attracts modern lifestyle-oriented consumer
groups.
 Simple presentation style attracts altruistic consumer groups

4.5.1 Flexibility of Store Design

Most of the largest retailers have a huge investment or asset tied under their store portfolio.
It is therefore in their interest to keep a high level of customer traffic moving through the store
in order to maintain an adequate return on that investment. Good use of design in stores helps
keep customers interested in store-based shopping. When consumers have a high level of choice,
they will visit places where they feel comfortable inspired and even entertained. Customers are
nowadays more design literate; the plethora of interior style media offerings has created a body

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