Visual merchandising is the presentation of goods in retail outlets to promote their sale. It uses elements like fixtures, lighting, color, music and scent to stimulate customers emotionally and influence their purchasing. Effective techniques include organizing items by idea, style, color or price to guide customers. Atmospherics refer to the designed environment which aims to create a mood through various visual and sensory elements working together. Lighting is especially important to highlight products and spaces while color and scent can also shape customer feelings and behaviors in the store.

1. Part 2

3. VISUAL MERCHANDISING

4. Visual merchandising
• Visual merchandising is the activity of promoting the sale of goods,
especially by their presentation in retail outlets.
• It is a merchandising technique which effectively uses the design of
an environment via visual communications, lighting, colors, music
and scent to stimulate customers’ perceptual and emotional
response and ultimately to affect their purchase behavior.
• By definition, merchandising is the planning and promotion of sales
by presenting a product to the right market at the proper time, by
carrying out organized, skillful advertising, using attractive displays,
etc. while visual merchandising is the activity of promoting the sale
of goods, especially by their presentation in retail outlets.

5. Visual Merchandising
Fixtures
• Straight rack
• Rounder
• Four way
fixture
• Gondolas
Presentation
techniques
• Idea oriented
• Style/item
• Color
• Price lining
• Vertical
• Tonnage
• Frontal
Atmospherics
• Lighting
• Color
• Music
• Scent

6. Straight rack
Rounder
Four way
Gondola

7. Presentation technique
• Idea oriented:
• Merchandise based on
specific idea or the image of
the store.
• Eg woman fashion, furniture.
• Individual items are grouped
to show customers how the
items could be used or
combined
• Encourages customers to
make complementary
purchases
• Usually merchandise by same
vendor is grouped together

8. Presentation technique
• Style/item:
• common way of
organizing item or
stock.
• Eg grocery,drugstore.
• easy to locate the items
by this method

9. Presentation technique
• color:
• used to display the
seasonal trends

10. Presentation technique
• Price lining:
• offer a limited number
of predetermined price
points.
• helps customers easily
identify the
merchandise at the
price they wish to pay

11. Presentation technique
• Vertical Merchandising:
• presented using walls and
high gondolas
• customers shop like from
left to right, going down
each column, top to bottom
• organize merchandise to
follow natural eye
movement
• put national brands at eye
level and store brands at
lower level- scan from top
to bottom

12. Presentation technique
• Tonnage Merchandising:
• larqe qtys of
merchandise displayed
together
• customers equate
tonnage with low price-
following retailer adage”
stock it high and let it fly”
• used to enhance and
reinforce stores price
image

13. Presentation technique
• Frontal Merchandising:
• retailer exposes as
much as merchandise
possible to customers
eye

16. Atmospherics
• Refers to the design of an environment
through visual
communications, lighting, colors, music,and
scent to stimulate customers perceptual and
emotional responses and ultimately to affect
their purchase behavior
• All elements have to work in tandem

17. Atmospherics-lighting
• Used to highlight merchandise, sculpt space, and
capture a mood or feeling that enhances the store
image.
• Used to downplay the unattractive features of the
brand
• positively influences customer shopping behavior
• good lighting system- helps to create excitement in the
store, should compliment the customer
• must provide accurate rendition of the merchandise.
• cosmetics section- requires more expensive lighting
than the grocery section

18. Atmospherics-lighting
• Popping the merchandise: focuses spotlight
on key features and areas.
• Using lighting to focus on strategic pockets of
merchandise trains shoppers eyes on
merchandise and draws them strategically
through stores
• Mood creation: to promote warm and cozy
ambience-incandescent lighting.
• Downplay features

22. Atmospherics
• Color: creative use of color can enhance a
reatilers image and help to create a mood
• For eg warm colors-red and yellow-
excitement
• cool pastels- blue/pink- create calm

24. Atmospherics
• Music: can either add or retract from a retailers total
experience. Can affect customers buying behavior
• Scent: Most buying decisions are based on emotions.
Smell has impact on emotions such as-
hunger, happiness, disgust and nostalgia. Scent with
music has positive impact on impulse buying behavior
and customer satisfaction. Neutral scents: produce
better perceptions than no scent. Customers in scented
stores think that they spend less time than those in
unsecented stores. Improve customers shopping
experience

25. Art store display

27. Selfridges- power of words