VISUAL

MERCHANDISING
 INTRODUCTION
Visual merchandising is a major factor often overlooked
in the success or failure of a retail store. It is second
only to effective customer relations. Visual
merchandising can be defined as everything the
customer sees, both exterior and interior, that creates
a positive image of a business and results in attention,
interest, desire and action on the part of the customer.
Eighty percent of our impressions are created by sight;
that is why one picture is worth a thousand words.
Each customer has a mental image of a store and its
merchandise. A store should have an inviting
appearance that makes the customer feel comfortable
and yet eager to buy.
 PURPOSE OF VM
Visual merchandising has a direct impact on shopping experience,
making it pertinent for the retailers to ensure that their store
environment has an effective design. This study blends fuzzy
numbers and Analytical Hierarchy Process to create a fuzzy
evaluation model prioritizing the relative weights of visual
merchandising dimensions of online fashion apparel store. This
study will help the fashion retailers in creating more engaging and
informative online stores leading to subsequent increase in online
retail sales
 A visual merchandiser is

WHO IS A VISUAL
professional who does the activity
of promoting the sale of goods,

MERCHANDISER? especially by their presentation in

retail outlets. He or she
implements the merchandising
technique, called visual
merchandising, which effectively
uses the design of an environment
via visual communications, lighting,
colours, music and scent to
stimulate customers’ perceptual
and emotional response and
ultimately to affect their purchase
behaviour.
VISUAL MERCHANDISER JOB DESCRIPTION
JOB DESCRIPTION VARIES DEPENDING UPON THE COMPANY WHO OFFERS THE JOB
VACANCY BUT TO GIVE THE VIEW OF WHAT DOES VISUAL MERCHANDISERS DO, THESE
THE LIST OF THE MOST COMMON ACTIVITIES OF A VISUAL MERCHANDISER IS LISTED AS
FOLLOWS:

Do all graphical artworks related Conducting research based on lifestyle

01 02
to the advertising and promotion concepts and trends, as well as store
and/or regional attributes; creates
(this is usually for graphic
timely merchandise displays
designer cum visual throughout store or defined area and
merchandiser) liaise with various creates an enjoyable, easy shopping
suppliers for all output and experience for the customer to
implementation of advertising and maximise revenue and customer
promotion materials and display satisfaction;
materials; • Developing floor plans and sketching
designs and maximising the space and
layout of the store
 -Preparing for promotional events and
•Sourcing materials and display
dismantling displays at the end of promotional

03 elements, such as lighting, props and

accessories
• Installing and dismantling displays, using 04
periods;
-Giving feedback to head office and liaising
closely with merchandisers and buyers;
available space to the best advantage -Visiting other stores in the area, working with in-
store sales staff and helping to develop their
• Prepare and display merchandise for
understanding of presentation;
showroom, unpacking of pictures, -Preparing and display merchandise for
accessories, and lamps showroom, setting up a ‘model’ or ‘mock’ store
Maintain a clean and orderly display of according to the company’s latest design
merchandise in the showroom directives, and then photographing the store’s
windows, walls and displays in order to create a
-Dressing mannequins and making use of visual merchandising pack to send out to other
creative lighting for window displays; stores (to ensure consistency with the company
brand and image);
THE WORK Display designers and visual
merchandisers use their design skills
to help promote the image, products
and services of businesses and other
organisations. Visual merchandisers
are responsible for presenting
products in a way that attracts
customers and maximises sales,
through the creation of eye-catching
product displays and store layout and
design. In a large retail company, you
would work as part of a display team
and follow design plans that were
created at head office by a visual
merchandising manager or senior
display designer.
 LET'S SEE
THE DAY-
DAY TASKS
 DAY-TO-DAY TASKS

•Designing ideas for displays, or

following a company design •Giving feedback to head office
plan and buying teams
• Developing floor plans •Creating special displays to • Setting up displays, dressing
• Sourcing materials promote a specific product dummies, and arranging screens,
• Maximising the space and or promotion fabric and posters
layout of the store • Drawing designs and plans • Hiring, borrowing or making props
•Dressing mannequins and by hand or compute • Making sure that prices and
making use of creative lighting •Deciding how to use space other necessary details are visible
for window displays and lighting creatively • Coaching sales staff on how
• Preparing for promotional • Creating branded visual goods should be displayed
events and dismantling displays merchandising packs to send • Taking down old displays
at the end of promotional to each branch of a store
periods
VM The various visual merchandising strategies, which can help
you to achieve the goal of profit is as follows:

STRATEGIES
A clean image
Visual merchandising is enhanced by colorful cardboard
displays and sound or lighting effects, but the foundation
of a good visual marketing campaign is the overall
appearance of your business. All aspects of your visual
marketing displays become enhanced when you keep your
retail store clean. Develop a comprehensive cleaning
schedule that is dedicated to following local health
department laws and keep all of the areas that customers
will see clean. Customers will be more inclined to notice, and
be negatively affected by, a collection of noticeable debris
in your store than a colorful merchandising display
Eye level
To maximize visual impact, keep visual displays at the eye level of your target audience.

STRATEGIES
For example, electronic displays that rotate information regarding pricing specials on car
accessories should be at an adult eye level. Animated cardboard displays that promote
the newest video game or toy should be at the eye level of the target age group. For
example, marketing displays for toys targeted for young children will sit at a lower eye
level than video game displays intended for teenagers.
Shelving
Customers in a retail store commonly search the shelves from left to right instead of
top to bottom, according to Joanna Lefebvre, writing for the “Food Management”
website. This is because the average person in the United States is taught to read left
to right. This means that a flat visual merchandising display will not be as effective as a
vertical one. A vertical display can more easily catch the eye of a client, whereas a flat
display does not allow for easy left-to-right analysis from across the aisle.
Change
Maintaining the same visual merchandising displays for weeks on end will not help
improve store revenue. Customers want to feel like they are getting introduced to
something new when they come to your store, so you should change your visual displays
at least once a week, according to the “Discovery Based Retail” website. Find new
products to feature each week and encourage your manufacturers to send you new
displays to help make your visual merchandising more appealing.
 CONCLUSIONS
Visual merchandising works – it’s not easy to argue your – but until
recently its influence only has been employed on the context of an shop
or trade show. Usually, however, big-name retailers began to apply visual
merchandising begin enlarging their websites in an attempt to win
customers inside increasingly competitive online market. From pyramids
of baked beans to award-winning fashion displays, visual merchandising
IMPORTANCE OF has saturated the field retail. It’s wise then, how the influential method
VISUAL of selling would learn to work its magic on trusted online stores at the
same time
MERCHANDISING It could be argued a website’s layout matters much more in contrast to
IN E-TAILING standard store. At a supermarket or high street shop, patrons will
generally spend a decent stretch of time browsing the displays and
getting your hands on items as they definitely go. They view the shop
not knowing exactly they require, and relish the connection with
shopping for an exciting and therapeutic activity
THANK YOU