Visual Merchandising

 It does the job of a Silent Salesman

 It silently communicates messages to the
viewer about the product or service
 Visual Merchandising

 Although VM contributes 40-60 per cent of the total promotion

in retail, it is not very well studied and also lacks
professionalism in emerging countries such as India,’.

 The Retailers Association of India (RAI) and Mudra Institute of

Communications, Ahmedabad, (MICA) launched a six month
Professional Programme in Visual Merchandising and Creative
Communications for the first time in India in the year 2006.

 ‘
 Why is Visual merchandising important?
Customers are led by attractive eye catching displays and the use of
these enables us to stand out from our competitors.

It’s purpose is to attract, engage and motivate the customer towards

making a purchase.

For those who enjoy it, it can be rewarding and satisfying, for those
who don’t love it though it can become a neglected chore that falls
to the bottom of their to-do list.

When in doubt remember our Top Tips:

1. Keep it simple
2. Encourage touch
3. Move it around

VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

  What are the purposes of Visual Merchandising

To combine the creative, technical and functional characteristics of a

product and the store

To attract the customers towards the displayed items and to facilitate
the customers’ decision making process.

To educate the store visitors about the product/service effectively and
creatively

To establish an innovative way of presenting merchandise in a three

dimensional environment to enable a long lasting impact and recall
value on the potential customers

To establish a connection between fashion, product design and

marketing by emphasizing on the product

4
VM FOCUS ON PRODUCT,
PRODUCT IS THE HERO
INNOVATIVE HEXAGONAL
ARRANGEMENT IN VM
DISPLAY THE SHORTS, THE WAY
CUSTOMER WANTS TO PERCEIVE
(SIDEWAYS). USE AGGRESSIVE
MANNEQUINS, IMAGES TO EXCITE
CUSTOMERS
FOLLOW THE 90 DEGREE
CONCEPT TO HIGHLIGHT DESIGN
FEATURES AND COLOR BLOCKS
DISPLAY BY CATEGORIES, MAKE
USE OF EYE SOOTHING
LIGHTINGS
UPGRADE THE DÉCOR, PLAY
WITH LIGHTS, CREATE
CUSTOMER SPACE AND SAFETY
 COORDINATED DISPLAY
FOR CROSS SELLING
 ESSENTIALS OF SUCCESSFUL VISUAL MERCHANDISING

Equilibrium: It implies that symmetry should be maintained in the

display of various goods. While using colours, objects, lines and shapes,
consistency should be maintained.  

Focal Point: Focal point is the main point of attraction in a store. This
point being the central/attractive point attracts the customers and lures
them to buy goods. The focal point has its own charm and importance in a
store. Therefore, it should be created and presented in efficient manner. 

Lighting: The focus of lighting should be directly towards the store’s

focal point to the extent possible. Lighting attracts the maximum attention
and so, it is important to highlight items for display.

12
ESSENTIALS OF SUCCESSFUL VISUAL MERCHANDISING

Music: Playing light and soothing music is another way of communicating

what your store stands for. Music occupies the customers’ attention and helps
them to stay for a longer period at the store. It helps in building the right
atmosphere in the store as it relaxes the customers. The music is also important
for the entertainment of the sales staff and other store employees.
 
Store Windows: The store windows are the first indicators that the customers
use to assess the quality of merchandise at a store. Store windows can be
exploited for sales opportunity by the store owner. Windows are mainly used
for the following purposes:
 
Store windows are supposed to communicate the availability of the desired
merchandise along with usage, features and price in a manner so as to attract
the attention of the customer.
 
 

13
 Creating Themes &
Stories
Dare to be different.

Unusual and big displays attract

interest. People love novelty and
something they haven't seen before.

Look for inspiration from the Internet,

films, books and most importantly other
retailers. Do some research around
events throughout the year both
nationally and in your local area.

Think about using special events such as

Mothers Day, Valentines, back to
school, festivals and local events.
VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014
VISUAL MERCHANDISE SUCCESS
FACTORS

17
VISUAL MERCHANDISING IS USED FOR

Sales promotions
Image-building
Seasonal changes
New launches and arrivals
High demand items

Ideally, store windows should be changed every fortnight. It also

depends on the type of merchandise and type of store format.
This is so because potential customers pass by a store at least two or
three times a week. It is important to ensure that the visual
merchandising is simple and easy to understand by the floor staff
and that the objects that are large in size are displayed first in the
store’s display

18
VISUAL DISPLAY GUIDELINES
In order to get the maximum benefit from your display,
it is essential to make it both creative and informative
Focus on best sellers/hot items.
Focus on impulse items.
Have a theme based display.
Integrate your advertising into your displays.
Maintain simplicity in displays.
Change signage on a regular basis after considering the
competitors’ move.
After completing the display, it is essential to add proper
signage. It is beneficial to have the photo of the display and to
keep the daily sales record during the display presentation. It
will help you to know which display makes a difference.
When you compare the latest record with the previous one,
you can easily know whether you should continue to use
similar displays in the time to come or not.

19
RETAIL SIGNAGES
In the retail industry, signage has become one of the most
effective ways to impart the message to the customers. All the
store’s activities like sales promotion, pricing policy, information
about the product/brand, and even the name of the store is
conveyed by way of signage.
The signage is the first thing that a customer sees before he/she
enters a store. It is the signage that informs him/her of the items
that are sold in a store. It saves the customers’ precious time.
Instore signage also provides information regarding a store’s
policy in respect of returned goods, timings of return, prevailing
discounts, etc.. Thus, the proper signage provides the right
information to the customers about the products.Unprofessional
signage confuses the customers about the displayed goods and
spoils the store’s image.

20
TYPES OF SIGNAGES

Other than Store Signage

1) Promotional signs: For discounts or special launches.
2) Location signs: For store directions.
3) Institutional signs: For store policies, charitable events.
4) Informational signs: For product related information.
 

21
Zara’s dominating Signage
Town London
 Symmetry and Balance

Whatever the display, neat and tidy should

be your overall effect.

Balance things out. Your display doesn't

need to be perfectly symmetrical, but it
will help if you try to mirror the effect.

Critique what you have put together, stand

back and look at the display from different
angles.

Maintain balance by using repeats of odd

numbers, use 3s and 5s as these are often
more aesthetically pleasing to the eye.

VISUAL MERCHANDISING & WINDOW DISPLAYS JULY 2014

Color play by UCB
Nike athletics lounge
27