Visual merchandising coordinates all physical elements in a business to project the right image to customers. There are four key elements: 1) The storefront includes signs, marquees, and window displays. 2) Store layout divides space into selling, merchandising, personnel, and customer areas. 3) Store interior design considers flooring, lighting, colors, and fixtures. 4) Interior displays include architectural, decorations, open, closed, and point-of-purchase. Visual merchandising aims to create a positive shopping experience.

1. VISUAL MERCHANDISING
AND DISPLAY
CHAPTER 18

2. WHAT IS VISUAL
MERCHANDISING?
Visual Merchandising—the coordination
of all of the physical elements in a place
of business that are used to project the
right image to its customers.
Visual Merchandising is used
extensively at manufacturer’s
showrooms, trade shows, and
conventions as well as at retail and
wholesale locations.

3. DISPLAY
 Display—refers to the visual and
artistic aspects of presenting a
product to a target group of
customers.
 There are four basic types of
displays:
1) One-item display
2) Line-of-goods display
3) Related-Merchandise display
4) Assortment Display

4. THE RISE OF VISUAL
MERCHANDISING
Visual Merchandising has increased
tremendously in importance because of the
growth of self-service, superstores, and box
stores, such as Home Depot.
There is little personal selling in the warehouse
environment of the box store—products must
sell themselves.
This has spurred stores tom develop giant
signs, graphics, and banners to designate
areas within the store to drive customers to
certain areas.

5. ELEMENTS OF VISUAL
MERCHANDISING
 Visual Merchandising is used to create a
positive shopping experience, which
makes customers want to return.
 There are four key elements to visual
merchandising:
1) Storefront
2) Store Layout
3) Store Interior
4) Interior Displays

6. STOREFRONT
Storefront consists of the total exterior
of the business.
The storefront includes:
– Signs
– Marquee—architectural canopy that extends
over a store’s entrance. Ex. Broadway
– Entrances
– Window Displays

7. STORE LAYOUT
 Store Layout refers to the way the store floor
space is used to facilitate and promote sales and
to best serve the customer
 A typical store layout divides a store into four
different kinds of space:
1) Selling Space—interior displays, demos, sales
2) Merchandising Space--inventory
3) Personnel Space—lockers, breaks, restrooms
4) Customer Space—café, food court, dressing
rooms, recreation for kids, lounges,
movement

8. STORE INTERIOR
Once it is determined where
merchandise will be located, the
appearance of the interior can be
determined.
The selection of floor and wall
coverings, lighting, colors, and fixtures,
affect the store image.
The width of store aisles is also an
important consideration dependent upon
the types of products being sold.

9. INTERIOR DISPLAYS
 There are five basic types of interior
displays to consider:
1) Architectural Displays—model rooms, etc
2) Store Decorations—banners, signs, holiday
items
3) Open Displays—hanging racks for clothes,
fruit displays allow for handling
4) Closed Displays—see, but not
handle(jewelry)
5) Point-of-Purchase Displays—items, such
as candy, at registers

10. INTERIOR DISPLAYS
 There are five basic types of interior
displays to consider:
1) Architectural Displays—model rooms, etc
2) Store Decorations—banners, signs, holiday
items
3) Open Displays—hanging racks for clothes,
fruit displays allow for handling
4) Closed Displays—see, but not
handle(jewelry)
5) Point-of-Purchase Displays—items, such
as candy, at registers