Transcript Architectural Displays

Visual Merchandising & Display
Chapter 18
Display Features – Chapter 18.1
Main Idea
 Visual Merchandising and displays are
important promotional strategies to sell
products and services, attract potential
customers, and create a desired business
image.
Objectives
 Explain the Concept and purpose of visual
merchandising
 Identify the elements of visual
merchandising
 Describe the types of display arrangements
 Understand the role of visual merchandisers
on the marketing team
Key Terms
Visual Merchandising
• Encompasses all of the physical elements that merchandisers use to
project an image to customers.
Display
• Refers to the visual and artistic aspects of presenting a product to a
target group of customers.
Storefront
• Includes a store’s sign or logo, marquee, banners, awnings, windows,
and the exterior design, ambiance, and landscaping..
Marquee
• An architectural canopy that extends over a store’s entrance.
Key Terms
Store Layout
• Refers to ways that stores use floor space to facilitate and promote sales
and serve customers.
Fixtures
• Permanent or moveable store furnishings that hold and display
merchandise.
Point-of-Purchase Displays (PDPs)
• Consumer sales promotion device. Example ATMs, vending machine.
Kiosk
• Small, moveable selling displays, also known as interactive point-ofpurchase.
Types of Interior Displays
Architectural
Displays
Point-ofPurchase
Displays
Closed
Displays
Store
Decorations
Open
Displays
 Retailers use
interior displays to
show
merchandise, etc.
Visual Merchandising & Display
 Visual merchandising promotes interest in
merchandise or services.
 It also encourages purchasing, and reinforces
customer satisfaction.
 It encompasses the visual and artistic aspects
of the entire business environment.
The Role of a Visual Merchandiser
 Visual merchandisers are responsible for the
total merchandise or service presentation,
the overall business/brand image, and even
the building and placement of design
elements.
Elements of Visual Merchandising
 One goal of visual merchandising is to
create a positive shopping experience that
will compel customers to return.
 There are 4 elements to achieve this goal:




Storefront
Store Layout
Store Interior
Interior Displays
Storefront
 Storefront encompasses a store’s sign or logo,
marquee, banners, awnings, windows, and
the exterior design, ambiance and
landscaping.
 Storefront project brand identity and help
the company distinguish itself from its
competitors.
Storefront
Signs are designed ro attract attention,
advertise a business, and project brand
identity.
Marquee is an architectural canopy that
extends over a store’s entrance. For
example, movie theatre entrances.
Storefront
Entrances are usually designed with customer
convenience and store security in mind. Smaller
stores normally have one entrance while larger
stores tend to have several.
The average mid-sized business needs at least two
entrances. One leading in from the street for
pedestrians and another adjacent to the
parking lot for those who drive.
Storefront
Window Displays are especially useful for
visual merchandising. Window displays
initiate the selling process, create
excitement, and attract prospects.
Store Layout
Store Layout refers to the way that stores use
floor space to facilitate and promote sales
and serve customers.
Store Layout
A typical store layout divides a store into four
distinct spaces:
1. Selling Space- is used for interior displays,
wall, and floor merchandising, product
demonstrations, sales transactions, and aisles
for customer traffic flow.
2. Storage Space- is for the items that are
kept in inventory or stockrooms.
Store Layout
3. Personnel Space- is allocated to store
employees for office space, lockers, lunch
breaks, and restrooms.
4. Customer Space- is designed for comfort
and convenience of the customer and may
include sandwich, soda, and coffee shops, instore restaurants, seating, lounges, and
recreation areas for children.
Store Interior
Once the general placement of merchandising
has been determined, store personnel can
develop the visual merchandising
approaches for the building’s interior.
Mannequins, decorations, comfortable seating,
all things in creating a memorable shopping
experience.
Store Interior
Color, Lighting, Graphics, and Paint
Bright colors and light pastels (or plain white)
appeal to different types of customers.
Stores catering to teens might favor bright
colors and lighting. Stores catering to adults
often choose soft colors and subtle lighting
effects.
Store Interior






Fixtures
are the principle installations in a store.
Display cases
Tables
Counters
Wall Shelving units
Racks
Bins
Interior Displays
When interior displays are done exceptionally
well, they enable customers to make a
selection without the assistance of a sales
clerk.
Interior Displays
There are five types of interior displays are:
1. Closed displays
2. Open displays
3. Architectural displays
4. Point-of-purchase displays
5. Store decorations
Interior Displays
Architectural Displays consists of model
rooms that allow customers to see how
merchandise might look in their homes.
Store Decorations are displays that often
coincide with seasons or holidays. Banners,
signs, props, and similar items are used to
create the appropriate atmosphere.
Interior Displays
Open Displays allow customers to handle and
examine merchandise without the help of a
salesperson. Tables and shelves for groceries
or countertop and shelf displays for
cosmetics are examples.
Closed Displays allow customers to see but
not handle merchandise. They are typical
displays in places like jewelry stores, where
security or breakage is concerned.
Interior Displays
Point-Of Purchase Displays are designed
to promote impulse purchases. They are
usually more effective at supporting new
products than established ones.
They usually contain bold graphics and signage
that hold, display, or dispense products.
Examples are vending machines and
automatic tellers machines.
Advertising Media-Chapter 19.1
Main Idea
 Advertising is an important element of
promotion. Businesses use different types of
advertising media to promote their images,
products, and services.
Key Terms
Promotional Advertising
• The goal to increase sales
Institutional Advertising
• Tries to create a favorable image for a company and foster
goodwill in the marketplace.
Media
• Agencies, means, or instruments used to convey advertising
messages to the public.
Print Media
• Includes advertising newspapers, magazines, direct mail, signs, and
billboards; one of the oldest and most effective types of advertising.
Key Terms
Transit Advertising
• Can be found on public transportation
Broadcast Media
• Encompass radio and television commercials
Online Advertising
• A form of advertising that uses either email or the World Wide
Web.
Specialty Media
• Giveaways or advertising specialties. They are relatively
inexpensive, useful items featuring an advertiser’s name or logo
Key Terms
Media Planning
•Process of selecting the
advertising media and
deciding time or space in
which the ads should
appear to accomplish a
marketing objective.
Promotional and Institutional
Advertising
 The targets of promotional advertising are
consumers or business-to-business customers.
 Promotional advertising can introduce a new
business, change a company image, promote a
new product, advertise an existing one, or
encourage the use of a particular service.
 Sometimes the goal of promotional
advertising is to encourage potential customers
to ask for information, call for an appointment,
go online, or enter a store.
Types of Media
 Print- newspapers, 
magazines, direct
mail, signs, billboards. 
 Broadcasttelevision and radio
Online- email and
Internet
Specialtysweepstakes and
raffles
Media Planning and Selection
Advertisers use three basic questions to establish
the media plan and select the right medium to
use:
1. Can the medium present the product and the
appropriate business image?
2. Can the desired customers be targeted with the
medium?
3. Will the medium get the desired response rate?
Monopolies
 Monopoly = Exclusive control over a product or the
means of producing it:
 Monopolies are not permitted in a free enterprise system
because they prevent competition. (Microsoft)
 The U.S. Gov’t has allowed a few monopolies to exist,
mainly in industries where it would be wasteful to have
more than one firm. (Natural gas & electric companies).
Risk
 Business Risk = The potential for loss or failure
 As the potential for earnings increase, so does the risk.
(Putting the money in the bank with guaranteed
interest is less risky than investing in the stock market.)
Profit
 Profit = Money earned from conducting business
after all costs and expenses have been paid.
 Profit is the motivation for taking risk of starting a
business. It is the potential reward
 Profits are good for our economy. It drives the free
enterprise system. It allows people to develop new
products and services in the hope of making a profit.
Economic Cost of Unprofitable
Firms
 Economic Cost of Unprofitable Firms
 When profits decline, companies lay off employees which
equals a rise in unemployment.
 When unemployment rises, so does the cost of social
services.
 Investors cal lose money is the stock value of a public
company falls below what they paid for it.
 Government suffers when businesses are doing poorly,
because less taxes are paid to the government.
Economic Benefits of Successful
Firms
 Economic Benefits of Successful Firms
 Profitable businesses hire more people
 Employees have higher incomes, better benefits and
higher morale.
 Investors earn money from their investments, which they
spend or reinvest.
 Vendors and suppliers make more money
 The government makes from the taxation of businesses
and individuals.
Supply & Demand
Supply and demand determines the prices and
quantities of goods and services produced
 Supply = the amount of goods producers are
willing to make and sell.
 The law of supply is the economic rule that price and
quantity supplied move in the same direction.
 As prices rises, the supply rises. As prices fall, the supply
falls.
 In order to be profitable, suppliers want to supply goods
at a higher prices.
Supply & Demand
 Demand = Consumers willingness and ability to buy
products.
 The law of demand is the economic principle that price
and demand move in opposite directions
 As the price of a good increases, the quantity of the
good demanded falls.
 As prices falls, the demand for the good increases.
Surpluses, Shortages &
Equilibrium
 When supply and demand interact in the
marketplace, conditions of surplus, shortage or
equilibrium are created.
 These conditions often determine whether prices
will go down, go up, or stay the same.
Surpluses, Shortages &
Equilibrium
 Surpluses = of goods occur when supply exceeds
demand. These conditions often determine
whether prices will go down, go up, or stay the
same.
 Shortages = when demand exceeds supply,
shortages of products occur. When shortages occur,
businesses can raise prices and still sell their
merchandise.
 Equilibrium = when the amount of a product being
supplied is equal to the amount being demanded,
equilibrium exists.