For example, red is seen as a color of luck and good fortune in many Asian countries while it represents danger and excitement in Western countries. A recent study has found that these two techniques have the greatest effect on impulse buying;  therefore, they are important aspects for the retailer.
A store layout with a higher regard for space can increase customer pleasure, and a store filled with clutter can have the opposite effect. Light[ edit ] Light can be used in many ways in retail stores, from highlighting an object or area of a store to simply illuminate the entire store.
While a particular in-store experience may not stand out to you, think about the last time you went to a museum. Having a visually appealing store design can simulate the representation of the brand and attract customers.
The back wall has a large logo sign in the middle of the presentation surrounded by various styles of jackets, but you are not in the market for a jacket. Museum curators are superb at creating focal points so that the viewers can give their full attention to experiencing the objects or writings.
An appealing window display can create desire of products from that brand and therefore help with generating sales.
When It comes to a simple well-spaced layout in a store, task oriented customers find this type of layout to be the most effective, as they can easily locate the items they want without the unnecessary clutter and obstacles in their way.
As you scan the store from the entrance, you are amazed at how the red, white and blue color scheme in the window display is dispersed throughout the store.
This was because the participants in the study found the faces of the mannequins unrealistic and could not relate to them. The presentation is mesmerizing. For example, using neutral colors such as green and brown when promoting environmentally friendly products is favorable, as they give off an earthy, relaxing effect; therefore, the consumer perceives those products as environmentally friendly.
Russell Explains that Visual Merchandising Strategy is about Enlightening Your Target Consumers through Creative Nonverbal Communication Imagine going to the mall on a bright spring day in search of that perfect outfit for a special occasion. Over-crowded stores can create a sense of stress and anxiety, which does not encourage the consumer to shop the entire store.
Exterior displays[ edit ] Exterior window displays can be used to sell product and entice customers into the store.
By generating interest or curiosity with the window display, a brand can leave an impression on the consumer and furthermore the consumer can figure out the quality and character of the products the brand has to offer. Visual storytelling, done right, can be what persuades customers to choose one product over a similar product.
When customers smell that scent outside of the store, this will trigger their senses and remind them of that brand and its products. The way the furniture such as shelves and racks and seating are set up is a tangible element is store design. This type of layout is more relaxed in its structure, which leaves the customer feeling less rushed.
So, you turn and unassumingly walk out of the store recognizing your need to continue your search for that perfect outfit elsewhere. Scent[ edit ] Having a unique scent in a store can differentiate the brand from others.
As you continue to walk through the mall, a store window across the hall demands attention and you suddenly feel a sense of excitement to examine the possibilities.
Playing this genre will make their shopping experience more enjoyable, which can result in them staying longer in the store, exposing them to more merchandise, and influencing possible purchasing decisions. Many elements can be used by visual merchandisers in creating displays including color,  lighting, space, product information, sensory inputs such as smell, touch, and soundas well as technologies such as digital displays and interactive installations.
Every item in the display can be mixed and matched, creating a plethora of options. A strategy is much more in-depth than a plan.
As you can see above, creating a visual experience in real-time can allow digital merchandisers to more quickly highlight the appearance and benefits of their products. This is beneficial in the sense that the consumer will come into contact with every product on the shelf.
Visual merchandising consists of mainly two techniques; interior and exterior displays, also known as in-store design and window displays. Each outfit presents a mixture of red, white and blue color coordinated patterns that complement the other.
The first retailer in this article does not appear to be focused on creating a unique shopping experience for their target consumers. Colour can be considered as one of the most important variables when it comes to ambiance in retail.
Lighting can also be used to highlight the store layout and urge customers to flow through the store, exposing them to more merchandise.Visual merchandising and the creation of discernible retail brands International Journal of Retail & Distribution Management Shona Kerfoot, Barry.
Visual merchandising and the creation of discernible retail brands The Authors Shona Kerfoot, Shona Kerfoot is based at Matalan Retail Ltd, Skelmersdale, UK. Barry Davies, Barry Davies is Assistant Dean (Research) at the University of Gloucestershire Business School, Cheltenham, UK.
Storytelling in visual merchandising Lastly, the use of storytelling in visual merchandising is perhaps the most underrated element of all. Since the earliest days of trading, stories have played a central role in the buying and selling of goods. Visual merchandising is the practice in the retail industry of developing floor plans and three-dimensional displays in order to maximize sales.
  Both goods and services can be displayed to highlight their features and benefits. Visual Merchandising and Store Design Workbook [Greg M. Gorman] on mi-centre.com *FREE* shipping on qualifying offers.
The purpose of this workbook is to introduce the concept of store design from a design direction. It is intended for students and store owners. It allows the reader to fully understand all aspects of the retail store /5(3).
of Visual Merchandising Definition Visual merchandising is the art of implementing effective design ideas to increase store traffic and sales volume. Visual merchandising is known to be silent selling, in the sense that the product should sell itself.Download